The Marketed Image of Nursing to Prospective Students of Canadian Baccalaureate Nursing Programs

This qualitative descriptive study examined and compared the online marketing materials of 91 baccalaureate nursing programs in Canada. It explored the prevalent physical and affective characteristics of nursing as marketed to prospective nursing students in five different regions of Canada (Eastern, Northern, Central, Prairie, and Western). The study examined Canadian nursing program websites for their emphasis on (1) descriptions of the symbos, roles and goals of nursing; (2) the character, characteristics and qualifications of nurses; (3) the human populations and physical environments wherein nurses work; (4) the bahaviours and work of nurses; (5) the selection criteria of nursing students; (6) approaches to nursing education, including the foci of curriculum; and (7) representations of commitment by nursing students and professional nurses. The study found that the Canadian image of nursing as marketed on baccalaureate websites varies according to region, with marked differences noted between online marketing materials of Francophone and anglophone program websites. The study findings raise questions about the "honesty" (congruence) of marketing images, and highlight the lack of "commitment" and "persistence" as attitudes and behaviours necessary for nursing practice in Canada. This study has implications for prospective students of nursing, nursing educators, nursing program developers, nursing recruiters, and governing nursing organizations and associations.