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Being Cosmopolitan: Marketing Development Studies in the Neoliberal University

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  • Kamna Patel

Abstract

This article unpacks how ‘development’ is represented and sold in postgraduate development studies courses at two UK universities, based on a close reading of the course’s marketing materials and interviews with professional marketing staff within the university, academic leads on development studies courses and current development studies students. It explores the effects of development representations on students and their imaginations of the discipline and the university brand. I find representations of development engender a cosmopolitan desire mainly among international students and project a cosmopolitan virtue of the university through its development activities and associations. Contrary to seeing the cosmopolitan as a progressive political concept in a time of globalisation, I contend these cosmopolitan identities are imbued with the racialised legacies of colonial power.

Suggested Citation

  • Kamna Patel, 2022. "Being Cosmopolitan: Marketing Development Studies in the Neoliberal University," Progress in Development Studies, , vol. 22(3), pages 222-238, July.
    • Handle: RePEc:sae:prodev:v:22:y:2022:i:3:p:222-238
    DOI: 10.1177/14649934221089071
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    References listed on IDEAS

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    1. Stefano Ponte & Lisa Ann Richey, 2014. "Buying into development? Brand Aid forms of cause-related marketing," Third World Quarterly, Taylor & Francis Journals, vol. 35(1), pages 65-87, January.
    2. John Cameron & Anna Haanstra, 2008. "Development Made Sexy: how it happened and what it means," Third World Quarterly, Taylor & Francis Journals, vol. 29(8), pages 1475-1489.
    3. Kamna Patel & Amy North, 2022. "An Introduction to Revisiting Development Studies Education and an Invitation to Rethink Teaching, Learning and Knowledge Production in the Neoliberal University," Progress in Development Studies, , vol. 22(3), pages 211-221, July.
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    Cited by:

    1. Soyeun Kim & Muyun Wang & Jin Sato, 2023. "Development Knowledge in the Making: The Case of Japan, South Korea and China," Progress in Development Studies, , vol. 23(3), pages 275-293, July.

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