ABSTRACT

Marketing of higher education through images sends a message about the targeted audience. Our aim was to investigate norms and representation in marketing images on the websites of higher education institutions. Critical visual methodology was used to study images from Swedish higher education programs in engineering, economics, and nursing. The results show a reproduction of already existing notions on societal norms and educational structure, i.e. that typical male- and female-dominated programs are still cemented in their thinking about the students targeted. Present study show that there is a potentially untapped opportunity to influence future inequality in both the labor market and in higher education through marketing. Imaging in marketing of higher education should therefore be well thought through and permeated by the pursuit of diversity in visual representations, so that stereotypical and norm-preserving images are avoided. Images that are more inclusive and show a greater variety of motif are needed.

摘要

通过图像进行的高等教育营销传达了有关目标受众的信息。我们的宗旨旨在调查高等教育机构网站上营销图片的规范和表现形式。批判性视觉方法用于研究来自瑞典工程学、经济学和护理学高等教育课程的图像。结果表明，社会规范和教育结构已经存在的观念得到了再现，即典型的男性和女性主导的项目仍然在他们对目标学生的思考中得到巩固。目前的研究表明，有一个潜在的未开发机会可以通过市场营销影响劳动力市场和高等教育中的未来不平等。因此，高等教育营销中的图像应该经过深思熟虑，并渗透到对视觉表现多样性的追求中，从而避免刻板印象和保持规范的图像。