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The cosmopolitan engineering student: an analysis of a recruitment campaign for KTH Royal Institute of Technology in Stockholm
KTH, School of Architecture and the Built Environment (ABE), Philosophy and History.
2018 (English)In: International journal of technology and design education, ISSN 0957-7572, E-ISSN 1573-1804, Vol. 28, no 3, p. 787-802Article in journal (Refereed) Published
Abstract [en]

This paper presents a study that seeks to examine the messages conveyed in one of the initiatives that have been initialized in order to make young people interested in pursuing engineering studies at technological universities. The study is a case study of the web-based advertising (recruitment) campaign KTH from the Inside designed for KTH Royal Institute of Technology. The analysis draws on a theoretical framework from governmentality studies. The analysis of the campaign conclude that the ideal engineering constructed in the campaign is one of an individual who meets the requirements asked of a lifelong learner with cosmopolitan aspirations. This is an ideal that builds on a notion of progress associated with social progress and sustainability. This is a break with historical and cultural patterns, which symbolically have linked technology to capitalist profitability and masculinity. Though a break with gender patterns is suggested the ideal subject constructed in the campaign is almost exclusively based on the students on Masters' level. This excludes students at Bachelor programmes. This I argue is problematic as it narrows the recruitment of students to technological universities to a small group of students.

Place, publisher, year, edition, pages
Springer, 2018. Vol. 28, no 3, p. 787-802
Keywords [en]
Governmentality, Lifelong learning, Cosmopolitanism, Gender patterns, Recruitment to higher education, Recruitment to technology universities
National Category
Learning
Identifiers
URN: urn:nbn:se:kth:diva-234583DOI: 10.1007/s10798-017-9405-4ISI: 000442450900010Scopus ID: 2-s2.0-85021261790OAI: oai:DiVA.org:kth-234583DiVA, id: diva2:1248419
Note

QC 20180914

Available from: 2018-09-14 Created: 2018-09-14 Last updated: 2018-09-14Bibliographically approved

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Kingdon, Patricia

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf