University Education: Negotiating Personal Desires with Family Expectations

Date

2022-12-07

Advisors

Journal Title

Journal ISSN

ISSN

1447-3275

DOI

Volume Title

Publisher

ANZMAC

Type

Conference

Peer reviewed

Yes

Abstract

Higher education has undoubtedly become a globalised and competitive marketplace, where different types of universities vie for domestic and international students alike. But higher education often is also a journey that for each individual carries a different personal allure and meaning that goes beyond just obtaining a qualification. The present research seeks to obtain a deeper understanding of how Thai students assign their own personal meanings and expectations to the pursuit of higher education at university and how they negotiate them in their choice of a particular (type of) university with the demands and pressures from their social and cultural environment. It appears that Thai students’ pursuit of higher education and their university choice go far beyond obtaining a qualification and enabling a career. Instead, they are often forced to negotiate their desire for self-identity development, personal growth and university choice with expectations of family honour, social status and cultural expectations.

Description

Marketing, Consumers & Society Research Group

Keywords

Consumption of Higher Education, Social-Cultural Self-Identity Projects, Higher Education Journeys, Marketing Education, Ritual of "Exchanging Favours", Social Standing & Mobility

Citation

Kaewtipnet, C., Wohlfeil, M. and Takhar, A. (2022) University Education: Negotiating Personal Desires with Family Expectations. Proceedings of ANZMAC 2022 Conference at the University of Western Australia, 5th-7th December 2022, Perth/AUS: ANZMAC

Rights

Research Institute

Centre for Enterprise and Innovation (CEI)