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 macro-contextual 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 life-worlds and lived realities of individual students (e.g., chatroom discussions and interviews).
