International Education as Nation Branding in the UK and Scotland: insights for economic nationalism

This study explores the nation branding function of government international student recruitment policies in the UK and Scotland, examining how discourses around nationalism and economic competitiveness are articulated in both policy contexts. Through this inquiry, the study aims to advance a more nuanced understanding of economic nationalism in the current era, by considering its manifestation in the context of the resurgent nationalism behind Brexit in the UK on the one hand, and Scotland’s minority nationalism on the other. Nation branding practices have become ubiquitous in the contemporary global economic system as states compete to attract foreign investment, tourists, “high-skilled” migrants and germane to this study, international students. In their efforts to attract international students, governments around the world are relying on marketing techniques to cultivate and project positive images or brands, as worthy “host” countries. Commonly described as the “commodification” of national identity, nation branding offers a valuable lens to deepen our understanding of economic nationalism and its applicability in the contemporary moment. The literature on nation branding assumes a certain convergence between nationalist interests and economic motivations. Yet, an understanding of how notions of economic competitiveness and nationalism are articulated in the rationales behind these practices, and importantly how these articulations might vary according to context, is largely lacking. This paper seeks to remedy this gap by scrutinizing the meaning making behind international education branding initiatives, focusing on how notions of “economic competitiveness” and “nationalism” are articulated. Through a critical discourse analysis of international education policy documents and related political discussions in the UK and Scotland, the paper has two primary objectives: 1) to investigate how different forms of nationalism (namely the neonationalism behind Brexit, and minority nationalism in Scotland) influence nation branding rationales. 2) to problematize the orthodox views around economic nationalism and contribute to its renewed conceptualization. Alongside its contribution to the conceptualization of economic nationalism, the paper also seeks to shed light on the contradictions and complexities around the UK’s foreign policy role and ambitions. It will consider how the UK reconciles its protectionist Brexit rhetoric with the need to maintain a positive global image as a leader in international education, as well as elucidate how international education policy becomes entangled in the UK’s “competing” nationalisms.