Performances of care: Questioning relationship‐building and international student recruitment

Abstract

AbstractThis paper analyses how performances of care are a critical feature within the international student recruitment process through an investigation of three distinctive geographical encounters: caring for students; supporting third‐party recruiters; and acting collegially. Caring and the recognition of students as emotional beings is often cited as overlooked within internationalisation agendas brought about by the neoliberalised higher education system. This paper shows how performances of caring are mobilised as part of this as an attempt to secure international student enrolments. International students are a critical income stream in the university sector and, within the UK, higher education is a major export industry. However, growing competition from new markets, limited longer‐term migration prospects, and evidence that international students are primarily viewed as cash cows, means that it is ever more difficult to recruit these students. This paper uses qualitative interviews with international office staff based at 10 UK higher education institutions together with observational research at recruitment events in Hong Kong in 2017 to offer critical and as yet unresearched insights into this aspect of the student recruitment process. It questions the validity of these caring practices and whether the university can ever be a “caring” entity if wider policy agendas are focused on the marketised and the neoliberal.