Higher education systems have expanded and become increasingly differentiated in recent decades. Their effects upon their host societies have been both transformative and reproductive. Differentiation of higher education can take different forms, both vertical and horizontal. These affect admissions, experiences and outcomes from studying in higher education. Lives are changed, but in different ways for different students. There are also broader effects on society as a whole, partly generated through the effects on students but also reflecting a range of social, cultural, political and economic dimensions which can impact on all members of society.
Josephine Previte, Linda Brennan and John Scott
John Dingeldei, Linda Brennan, Lukas Parker, Dang Nguyen and Ella Chorazy
Stories provide the foundations of society. Humans use them to communicate with each other and develop shared understandings. This chapter outlines principles of storytelling and introduces several theories on what makes a good story. It discusses how social media connects people in both a real and virtual world as a means through which people share stories using various types of user-generated content. The challenge of distinguishing reality and fantasy is explained and the persuasive power of social media stories is explored using social marketing case examples. Finally, we recommend ways for social marketers to employ social media marketing principles effectively.