Diverse students climb a staircase of books transforming into a global map, symbolizing access to education worldwide.

Is Higher Education Becoming a Commodity? Brazil's Marketing Policy Examined

Jordan Keane in Mind & Education August 2025 • 5 min read.

"Uncover the impact of globalization and neoliberalism on Brazil's higher education system. Is it a path to progress or a road to inequality?"

In today's world, the principles of the market and the commodification of education are gaining prominence. Education is increasingly viewed as a tradable product, subject to the rules of commerce and influenced by competition. However, this perspective starkly contrasts with the traditional concept of higher education, which emphasizes academic collaboration, institutional solidarity, and intellectual freedom (Dias Sobrinho, 2010).

This article delves into the ongoing processes of globalization that are shaping educational policies in Brazil, particularly those related to the internationalization of higher education. These policies are increasingly based on market agreements, transforming education into a service available to those who can afford it. This shift raises concerns that education may no longer be seen as a fundamental human right but rather as a commodity within the global marketplace.

We will critically examine the interplay of these issues, weighing the neoliberal approaches to education against alternative learning systems that prioritize social and citizenship rights. Our goal is to understand the extent to which the internationalization of higher education in Brazil is consolidating a market-driven policy, driven by neoliberal globalization, or promoting social equity and citizen empowerment.

The Neoliberal Shift: How Globalization Reshaped Education in Brazil

Diverse students climb a staircase of books transforming into a global map, symbolizing access to education worldwide.

Globalization has profoundly impacted public policy worldwide, particularly through the internationalization of financial markets. This has fostered the integration and strengthening of regional alliances. Within this context, higher education has emerged as a key element in economic development agreements and treaties, becoming integrated into international trade under the General Agreement on Trade in Services (GATS) of the World Trade Organization (WTO). This new perspective treats education as a service rather than a fundamental human and social right, leading to new forms of international regulation (Leuze, Martens & Rusconi, 2007; Santos, 2010).

The strong presence of neoliberalism in contemporary Brazilian educational policies has led to the internationalization of higher education being viewed as a lucrative opportunity by the capitalist market. This shift presents challenges to higher education's role in promoting social emancipation. Guimarães-Iosif (2011) notes that efforts to promote global citizenship education are losing ground in this environment, as internationalization becomes shaped by neo-colonial agendas.

Historical Overview: A brief look at the evolution of higher education policies in Brazil.
International Influence: An analysis of how international organizations have shaped the internationalization of higher education in Brazil during the neoliberal era.
Challenges and Opportunities: Identification of the key issues facing higher education in promoting emancipation and social equity within this new framework.

Recent studies by Knight (2007), Dias Sobrinho (2010), Santos (2010), Guimarães-Iosif (2011), and Mello & Dias (2011) have provided valuable insights into the challenges and theoretical arguments surrounding these issues. We aim to build upon this research to understand how the internationalization of higher education in Brazil is serving the interests of international agencies and financial sectors, often following market-driven logic similar to other education policies. The state's role has shifted from being a direct provider to primarily a regulator. Social issues are frequently overlooked, leading to increased inequality, social injustice, and the perpetuation of a 'colonization of minds' within the country.

Toward a More Equitable Future for Brazilian Education

The internationalization of higher education in Brazil presents both opportunities and risks. While it can provide access to global knowledge and resources, it also carries the potential to exacerbate existing inequalities and undermine the social mission of education. To ensure a more equitable future, Brazil must develop policies that prioritize social justice, promote access for all, and foster a critical understanding of the global landscape. By doing so, it can harness the benefits of internationalization while safeguarding its national identity and promoting the empowerment of its citizens.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.20355/c59597, Alternate LINK

Title: The Internationalization Of Higher Education In Brazil: A Marketing Policy

Subject: Immunology

Journal: Journal of Contemporary Issues in Education

Publisher: University of Alberta Libraries

Authors: Aline Veiga Dos Santos, Ranilce Mascarenhas Guimarães-Iosif

Published: 2013-09-02

Everything You Need To Know

What does it mean for higher education to be considered a commodity?

The commodification of education refers to the transformation of higher education into a marketable product, subject to market forces and competition. This contrasts with the traditional view of higher education, which emphasizes academic collaboration and intellectual freedom. In Brazil, this means that education is increasingly viewed as a service, driven by market agreements, potentially limiting access to those who can afford it. The implications are significant, as this shift can undermine education's role as a fundamental human right and potentially exacerbate social inequalities, as the General Agreement on Trade in Services (GATS) of the World Trade Organization (WTO) plays a role in this transformation.

How has globalization affected educational policies in Brazil?

Globalization has significantly reshaped educational policies in Brazil, especially through the internationalization of financial markets. This has led to the integration of higher education into international trade under agreements like the GATS. This internationalization, driven by neoliberalism, sees education as a service, not a right, leading to new regulations and a focus on market-driven policies. This shift impacts social equity by potentially increasing inequality, as the state moves from a provider to a regulator, often overlooking social issues. This also means that global citizenship education is losing ground, as the internationalization becomes shaped by neo-colonial agendas.

What is the impact of neoliberalism on higher education in Brazil?

The rise of neoliberalism in Brazil's educational policies has led to the internationalization of higher education being seen as a lucrative opportunity by the capitalist market. Neoliberalism's strong presence has resulted in internationalization being shaped by neo-colonial agendas. The consequences include potential challenges to the role of higher education in promoting social emancipation and a shift in the state's role, from being a direct provider to primarily a regulator. Social issues are often overlooked, leading to increased inequality and a 'colonization of minds' within the country.

What are the potential benefits and drawbacks of internationalizing higher education in Brazil?

The internationalization of higher education in Brazil brings both opportunities and risks. It can offer access to global knowledge and resources. However, it also carries the potential to worsen existing inequalities and undermine the social mission of education. To ensure a more equitable future, policies that prioritize social justice, promote access for all, and foster a critical understanding of the global landscape are needed. This includes safeguarding Brazil's national identity and promoting the empowerment of its citizens to balance the market-driven logic.

How does the shift towards commodification impact social equity within the Brazilian higher education system?

Social equity in the context of Brazilian higher education refers to ensuring fair and just access to education for all citizens, regardless of their socioeconomic status. The shift towards commodification and market-driven policies, influenced by globalization and neoliberalism, threatens social equity. If education is treated as a commodity, access may be limited to those who can pay, exacerbating inequalities. Therefore, to promote social equity, it is crucial to develop policies that prioritize social justice, access for all, and a critical understanding of the global landscape.