UBC and U of T International Student Recruitment: Continuing the Canadian Narrative of Multiculturalism?

Abstract

The purpose of this research is to explore how Canadian university recruitment and promotional materials utilize Canada’s perceived narrative as a multicultural nation, in order to distinguish their institution in the global competition for international student enrollment. This research analyzes the language and visualizations in a total of 10 promotional videos and 4 websites (N=14 promotional materials) from two case studies of the University of British Columbia and the University of Toronto. The study finds that both the University of British Columbia and the University of Toronto use elements of a multicultural narrative in recruitment of international students, such as transparency of immigration policies, maintaining cultural identity within a broader society, and an emphasis on diversity within the institution. The narrative of multiculturalism is demonstrated through repeated messages in promotional videos, such as “be yourself,” and the idea that there is no one way to be “Canadian.” However, at the same time, the repeated language in the videos also discusses the idea of “fitting in” and “finding your community,” promoting situating oneself within the broader Canadian society. Furthermore, the findings illustrate the marketing strategies of larger Canadian institutions and the omission of relationships between international and domestic students in promotional materials.