Using symbolic convergence theory to discern and segment motives for enrolling in professional master's degree programs

In a preliminary effort to stem a steep decline in graduate enrollments, a regional comprehensive university began a search for its perceived market advantages. Using the tenets of Bormann's (1985) Symbolic Convergence Theory, the investigation identified fantasy types involved in student decisions to enroll and, after surveying new students (N = 739) over a four year period, isolated two emergent rhetorical visions ∼ “Better Program, Quality University,” and “Small Campus, Big Opportunity”‐that were shared, to differing degrees, by students in professionally diverse academic programs. Results are discussed in terms of what they suggest about promoting professional master's degree programs generally, and communication programs specifically, and what they reveal about the saliency of rhetorical visions.

Key concepts:

• applied communication research
• fantasy theme analysis
• market segmentation
• symbolic convergence theory