Peeling Back Layers of Exclusivism: An Analysis of Study Abroad Electronic Advertising

• In Event: Hilton Roundtable Session 18
  In Roundtable Session: International Study Abroad

Abstract

This paper provides an analysis of online advertisements from two universities and their affiliate third party providers (TPP) in order to better understand how SA is being presented and what messages they potentially send to would-be minority students of color participants. Critical Race Theory (CRT) served as a guide to the design of this study and the collection and analysis of data from primary and secondary sources. Document analysis was the selected research method used for this study. More specifically, this study employed content and thematic analysis to examine and analyze study abroad advertisements. Findings suggest that both the language and visual images in online study abroad ads are potentially marginalizing to minority students.

Author

• Mary Gathogo, University of Illinois at Urbana - Champaign