Representing a Coherent Brand out of Incommensurate Goals

Abstract

Abstract
 This paper analyses how the University of British Columbia (UBC) presents itself to prospective students on the ubc.ca homepage and its Facebook and Weibo pages. Across all three, we found UBC's high ranking was deployed as evidence of "being the best". However, there are differences across the three platforms in how UBC represents its role and response to colonialism and continued racism in Canadian society. The second part of the paper analyses UBC's discursive framing concerning its ranking and attractiveness as a school for international students and compares and contrasts this with its statements around solidarity with Indigenous and racialised peoples.