Lost in Translation: An Intercultural Examination of Canadian Post-Secondary Marketing Efforts Towards International Students

  • Author(s) / Creator(s)
  • Purpose: To understand the level of intercultural literacy exhibited by Canadian post-secondary institutions in their efforts to communicate and recruit international students through the use of targeted publications, such as the viewbook. Design: This project uses a case study approach that examines nine viewbooks from the top five universities in Canada using a heuristic developed from existing literature surrounding intercultural communication, cultural variations, and Hofstede's cultural dimensions. Findings: This study found that most of the institutions examined failed to demonstrate an adequate level of intercultural literacy, as most of their publications favoured Canadian cultural elements rather than adapting to the international
    audiences they wish to recruit. The findings of the study also highlight that there is often little to no variation between the international and domestic versions of the viewbooks, further illustrating a lack of effort in adaptation. Originality and Value: This research provides a tool that can be used by organizations and industries, domestically and globally when trying to understand how to communicate effectively with individuals from various cultural backgrounds.

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  • Type of Item
    Research Material
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  • License
    Attribution-NonCommercial 4.0 International