This study aims to contribute to understandings of how international universities in China construct institutional narratives to attract Chinese students by leveraging themes of global citizenship and international mobility.
Qualitative analysis of web and other university materials, and mixed-method analysis of social media (WeChat) to identify and quantify recurring themes in the universities’ student-facing presentation.
Despite differing operational models, both universities emphasize Western education’s prestige and global citizenship, primarily appealing to affluent families and positioning themselves as pathways to international postgraduate study.
The research provides new insights into the student recruitment strategies of international universities in China, contributing to the broader understanding of higher education internationalization in non-Western contexts.
