ABSTRACT
The next two chapters focus on two countries that are described in marketing jargon as priority markets for international education: Singapore and Brazil. Both have very different histories and both are facing different challenges from the globalized economy. Understanding the ‘take-up’ or demand for international education in both contexts requires a macrocontextual and micro-level analyses. The macro-contextual approach involves mapping the historical, economic, cultural, and social contingencies that shape the desire for international education. The micro-level analysis concentrates on ordinary and inconsequential texts such as university marketing materials, and the multiple mundane texts which capture the lifeworlds and lived realities of individual students (e.g., chatroom discussions and interviews).
