An ‘E’ for ‘elite’ in EMI? Global, local and elite dimensions in the promotion of English-medium university programmes

The move towards EMI in higher education has been connected to university internationalisation, which reflects neoliberal trends. Research has underscored the need to consider socio-economic factors, materialities and ideologies surrounding EMI. Our study taps into this line of inquiry by focusing on how Swedish universities promote EMI programmes in business and economics in four videos. We take a novel approach to examine discursively constructed ideologies surrounding EMI by conducting a critical multimodal analysis of the videos. The analysis reveals how the use and representations of English – combined with different symbols, artefacts and concepts – are used to position these EMI programmes as both global and local. References to international rankings and multinational business partnerships position them on the global education market. At the same time, the programmes are locally situated in the academic tradition and entrepreneurial context of Sweden. Images of nature, the fika, or Scandinavian design present them in a way similar to tourist destinations. Tokens of economic and cultural eliteness create an extra layer of distinction, contributing to the added 'elite' value of EMI, where English is both taken for granted and serves a gate-keeping function. Findings provide insight into how EMI is promoted to international students.