Patel, Kamna;
(2022)
Being cosmopolitan: Marketing development studies in the neoliberal university.
Progress in Development Studies
, 22
(3)
pp. 222-238.
10.1177/14649934221089071.
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Abstract
This article unpacks how ‘development’ is represented and sold in postgraduate development studies courses at two UK universities, based on a close reading of the course’s marketing materials and interviews with professional marketing staff within the university, academic leads on development studies courses and current development studies students. It explores the effects of development representations on students and their imaginations of the discipline and the university brand. I find representations of development engender a cosmopolitan desire mainly among international students and project a cosmopolitan virtue of the university through its development activities and associations. Contrary to seeing the cosmopolitan as a progressive political concept in a time of globalisation, I contend these cosmopolitan identities are imbued with the racialised legacies of colonial power.
| Type: | Article |
|---|---|
| Title: | Being cosmopolitan: Marketing development studies in the neoliberal university |
| Open access status: | An open access version is available from UCL Discovery |
| DOI: | 10.1177/14649934221089071 |
| Publisher version: | https://doi.org/10.1177/14649934221089071 |
| Language: | English |
| Additional information: | https://creativecommons.org/licenses/by-nc/4.0/This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage). |
| Keywords: | Branding, cosmopolitanism, development studies education, representations, marketing |
| UCL classification: | UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment > Development Planning Unit UCL > Provost and Vice Provost Offices > UCL BEAMS UCL |
| URI: | https://discovery.ucl.ac.uk/id/eprint/10144661 |
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