Semiotics and Marketing a Nation: Western Education Identity on Australia’s Official Instagram for Higher Education Ads

Australia is a country, yet a continent, geographically positioned near vastly populated, growing Asia. The distinguishing environment, characteristics, and historical background of Australia make it a vital member of the Commonwealth of Nations. The government plays a significant role in the direction setting and monitoring of higher education performance in Australia. Therefore, Australia’s education system is recognized worldwide, and the country is regarded as a high-quality study destination. This research seeks to examine the importance of intercultural attributes on the Instagram account managed by the Australian government (@studyauofficial) to portray the identity of Australia related to Western education concepts. The methodology used in this study is Peirce’s triadic scheme consisting of object, representamen, and interpretant. The results show that the identity of Australia is placed squarely in commitment to the Western education concept. Therefore, the signs on the Instagram messages are appealing for future higher education students, particularly in Asia, who wish to obtain a high-quality education to ensure the success of their career path or to secure a better future for their family.