Constant Learning, Reflecting, and Adjusting Experiences of Asian Scholars in U. S. Advertising Education

Abstract

Both Asian advertising graduate students and faculty members attending higher academic courses or working in U.S.A. face cultural and linguistic challenges that may cause real difficulties in their lives in their host country of U.S.A. Systematic research is needed to address those challenges and to expand our theoretical understanding of diversity in advertising education. Such research may help Asian graduate students and scholars to succeed in U.S. higher education. Hence, a phenomenological study was conducted to explore Asian advertising faculty members’ experiences as educators and scholars in the U.S. A broad research question of the study is “What is Asian faculty members’ lived experience of being advertising faculty members in U.S. higher education?” In order to answer the research question, sixteen in-depth interviews were used to collect data. Findings revealed three major themes regarding Asian scholars’ experience in U.S. advertising education: “Being a Student: Adjusting to U.S. Educational System,” “Being a Teacher: Building Confidence,” and “Being an Asian Teacher: ‘I am Who I am’.” Theoretical and practical implications are offered.