Abstract
ABSTRACT The inherent features of universities and junior colleges in Korea may be non-normative based on institution type, suggesting the blurring of organisational identities. This raises concern amid Korea’s increasing popularity as an international education destination. There might be confusion in the global marketplace from the perspective of students who interact with and learn about the identities of Korean institutions. We are already alarmed by a peculiar development in some international students unintentionally enrolling at junior colleges in pursuit of traditional university degrees and experiences. We employ a mixed-methods analysis combining a national statistical overview and the content analysis of institutional websites to interrogate the organisational identities of Korea’s universities and colleges. Institutional differences, which exist, are masked by the orchestration of culturally mediated messages signalling institutional activities and social roles that are increasingly blurred. We offer thoughts on what institutional isomorphism and homogenised identity representations indicate about society and national policy, in Korea and beyond. We conclude with a discussion of the market utilities and challenges linked to institutional sameness. Institutional isomorphism is not necessarily undesirable, but may be used a policy lever to correct market failures.
Published Version
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