Towards the democratization of study abroad in the American context: Uncovering racism in the application of marketing theory

• In Event: AERA Poster Session Friday 3:45pm
  In Poster Session: Critical Literacies and Educational Transformation

Abstract

Study abroad is often seen as a prestigious part of the college experience, yet access remains inequitable at U.S. colleges and universities. This study focused on Students of Color and examined how ostensibly neutral policies—particularly marketing strategies—may contribute to unequal access. Using a mixed-methods design at a high-volume study abroad institution, the research explored how dominant marketing practices may create structural barriers to study abroad. Findings indicate that principles like market segmentation lack empirical grounding and may reinforce a “separate but equal” model. Additionally, recruitment strategies may deter Students of Color from engaging in study abroad. As a result, there needs to be a willingness break from the conventional application of marketing theory to make study abroad more inclusive.

Author

• Ming Lei, Knox College