3,820
Views
44
CrossRef citations to date
0
Altmetric
Original Articles

We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials

, &
Pages 258-282 | Published online: 17 Dec 2013

References

  • Anetil, E. J. (2008). Selling higher education: Marketing and advertising America's colleges and Universities. ASHE Higher Education Report, 34(2), 1–121. doi: 10.1002/aehe.3402
  • Ashburn, E. (2007, May 25). Prospective students rely on campus visits and web sites to learn about colleges, report says. The Chronicle of Higher Education. Retrieved February 8, 2013, from http://chronicle.com/ article/ Prospective-Students-Rely-on/13774/
  • Bennett, R., & Ali-Choudhury, R. (2009). Prospective students’ perceptions of university brands: An empirical study. Journal of Marketing for Higher Education, 19, 85–107. doi: 10.1080/08841240902905445
  • Blascovich, J., Wyer, N., Swart, L., & Kibler, J. (1997). Racism and racial categorization. Journal of Personality and Social Psychology, 72, 1364–1372. doi: 10.1037/0022-3514.72.6.1364
  • Bok, D. (2003). Universities in the market place. Princeton: Princeton University Press.
  • Breland, H., Maxey, J., Gernand, R., Cumming, T., & Trapani, C. (2002). Trends in college admission 2000: A report of a National Survey of Undergraduate Admission Policies, Practices, and Procedures. Alexandria, VA: National Association for College Admission Counceling.
  • Chance, J. E., & Goldstein, A. G. (1981). Depth of processing in response to own- and other-raced faces. Personality and Social Psychology Bulletin, 7, 475–480. doi: 10.1177/014616728173017
  • Clegg, R. (2000, November 24). Photographs and fraud over race. The Chronicle of Higher Education, 17.
  • Czepiec, H., & Kelly, J. S. (1983). Analyzing Hispanic roles in advertising: A portrait of an emerging subculture. Current Issues and Research in Advertising, 5, 219–240.
  • Diversity and college admission in 2003: A survey report. (2003). Alexandria, VA: National Association for College Admission Counceling.
  • Durhams, S. (2000, September 20). UW-Madison doctors photo to stress diversity: Picture of minority student digitally inserted into shot on application booklet. Milwaukee Journal Sentinel, B1.
  • Edmiston-Strasser, D. M. (2009). An examination of integrated marketing communication in U.S. public institutions of higher education. Journal of Marketing for Higher Education, 19(2), 142–165. doi: 10.1080/08841240903423166
  • Espenshade, T. J., & Radford, A. W. (2009, November 12). A new Manhattan Project. Inside Higher Ed. Retrieved November 19, 2010, from www.insidehighered.com/2009/11/12/radford
  • Fry, R. (2002, September 5). Latinos in higher education: Many enroll, too few graduate. Pew Hispanic Center, Washington, D.C.
  • Gibbs, P. (2011). An Aristotelian model for ethical higher education marketing: The role of practical wisdom. Journal of Marketing for Higher Education, 21(2), 203–214. doi: 10.1080/08841241.2011.623732
  • Gibbs, P. (2007). Does advertisitng pervert higher education? Is there a cause for resistance? Journal of Marketing for Higher Education, 17(1), 3–11. doi: 10.1300/J050v17n01_02
  • Glascock, J. (2003). Gender, race, and aggression in newer TV networks’ primtime programing. Communication Quarterly, 51, 90–100. doi: 10.1080/01463370309370142
  • Gordona, J., & Berhow, S. (2009). University websited and dialogic features for building relationships with potential students. Public Relations Review, 35, 150–152. doi: 10.1016/j.pubrev.2008.11.003
  • Greenberg, B., & Collette, L. (1997). The changing faces on TV: A demographic analysis of television's new seasons. Journal of Broadcasting and Electronic Media, 41, 1–13. doi: 10.1080/08838159709364386
  • Gyure, J. F., & Arnold, S. G. (2003). Marketing maps: Illustrating how marketing works. Journal of Marketing for higher education, 13(1/2), 77–86.
  • Harrison-Walker, L. J. (2010). Customer prioritization in higher education: Targeting ‘right’ students for long-term profitability. Journal of Marketing for Higher Education, 20(2), 191–208. doi: 10.1080/08841241.2010.526355
  • Hartley, M., & Morphew, C. (2008). What's being sold and to what end? A content analysis of college viewbooks. The Journal of Higher Education, 76, 671–691. doi: 10.1353/jhe.0.0025
  • Hawkins, B. (2010, November 30). Deliberate efforts on several fronts help Minnesota's private colleges create (and keep) diverse student body. MinnPost. Retrieved May 17, 2011, from http://www.minnpost.com/learningcurve/2010/11/30/23762/deliberate_efforts_on_several_fronts_help_minnesotas_private_colleges_create_and_keep_diverse_student_body
  • Hawkins, D. A., & Clinedinst, M. (2007). 2007 State of college admissions. Alexandria, VA: The National Association for College Admission Counseling.
  • Hayes, T. J., Ruschman, D., & Walker, M. M. (2009). Social networking as an admission tool: A case study in Success. Journal of Marketing for Higher Education, 19(1), 109–124. doi: 10.1080/08841240903423042
  • Hemsley-Brown, J. V., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. doi: 10.1108/09513550610669176
  • Hite, R. E., & Yearwood, A. (2001). A content analysis of college and university viewbooks (Brochures). College and University, 76(3), 17–21.
  • Holley, K. (2010). Selecting students, selecting priorities: How universities manage enrollment during times of economic crises. Journal of College Admission, Spring, 16–21.
  • Hoover, E. (2006, September 1). Enrollment managers reveal top worries. The Chronicle of Higher Education, 53(2), 69.
  • Hsu, H. (2009). The end of white America? The Atlantic, January/February, 45–55.
  • Kang, S., & Norton, H. E. (2006). College and universities’ use of the World Wide Web: A public relations tool for the digital age. Public Relations Review, 32, 426–428. doi: 10.1016/j.pubrev.2006.08.003
  • Kenney, K. (2005). A visual rhetorical study of virtual university's promotional efforts. In K. Smith (Ed.), Handbook of visual communication: Theory, methods, and media, (pp. 153–165) New York, NY: Routledge.
  • Klassen, M. (2000). Lots of fun, not too much work, and no hassles: Marketing images of higher education. Journal of Marketing for Higher Education, 10(2), 11–26. doi: 10.1300/J050v10n02_02
  • Knobloch-Westerwick, S., & Coates, B. (2006). Minority models in advertisements in magazines popular with minorities. Journalism and Mass Communication Quarterly, 83, 596–614. doi: 10.1177/107769900608300308
  • Lewin, T. (2013, March 6). Financing for colleges declines as costs rise. The New York Times. Retrieved August 19, 2013, from http://www.nytimes.com/2013/03/06/education/aid-for-higher-education-declines-as-costs-rise.html?_r=0
  • Lipman Hearne (2010, July). A report on marketing spending at colleges and universities. Key Insights. Retrieved February 8, 2013, from http://www.lipmanhearne.com/Libraries/Key_Insights_Documents/2010_LHI-CASE_Marketing_Spend_Report.pdf
  • Lipson, D. N. (2007). Embracing diversity: The institutionalization of Affirmative Action as diversity management at UC-Berkeley, UT-Austin, and UW-Madison. Law and Social Inquiry, 32(4), 958–1026.
  • MacLin, O., & Malpass, R. (2001). Racial categorization of races: The ambiguous race effect. Psychology, Public Policy, and Law, 7, 98–118. doi: 10.1037/1076-8971.7.1.98
  • Maringe, F., & Gibbs, P. (2009). Marketing higher education. Maidenhead, UK: Open University Press.
  • Mastro, D., & Stern, S. (2003). Representations of race in television commericals: A content analysis of prime-time advertising. Journal of Broadcasting and Electronic Media, 47, 638–647. doi: 10.1207/s15506878jobem4704_9
  • McMillan, J. J. (1987). In search of the organizational persona: A rationale for studying organizations rhetorically. In L. Thayer (Ed.), Communication and the organization: changing perspecitives II (pp. 21–45). Norwood, NJ: Ablex.
  • Meissner, C. A., & Bringham, J. C. (2001). Thirty years of investigating the own-race bias in memory for faces: A meta-analytical review. Psychology, Public Policy, and Law, 7, 3–35. doi: 10.1037/1076-8971.7.1.3
  • Michel, C. Rossion, B., Han, J. Chung, C., & Caldara, R. (2006). Holistic processing is finely tuned for faces of one's own race. Psychological Science, 17(7), 608–615. doi: 10.1111/j.1467-9280.2006.01752.x
  • Minckler, D. (2008, May 8). U.S. minority population continues to grow: Minorities make up 34 percent of the population in 2007. Retrieved February 4, 2011, from http://www.america.gov/st/peopleplace-english/2008/May/20080513175840zjsredna0.1815607.html
  • Mitchell, A. (1986). The effect of verbal and visual components of advertisements on brand attitudes and attitude toward the advertisement. The Journal of Consumer Research, 13, 12–24. doi: 10.1086/209044
  • Morse, R. (2013, September 9). Best colleges ranking category definitions. U.S. News and World Report. Retrieved November 10, 2013, from http://www.usnews.com/education/best-colleges/articles/2013/09/09/best-colleges-ranking-category-definitions
  • National Center for Educational Statistics. (2012). Digest of education statistics. Retrieved October 10, 2013, from http://nces.ed.gov/programs/digest/d12/tables/dt12_008.asp
  • Naudé, P., & Ivy, J. (1999). The marketing strategies of universities in the United Kingdom. International Journal of Education Management, 13(3), 126–134. doi: 10.1108/09513549910269485
  • Nieli, R. (2010, July 12). How diversity punishes Asians, poor whites and lots of others. Minding the campus: Reforming our universities. Retrieved November 19, 2010, from http://www.mindingthecampus.com/originals/2010/07/how_diversity_punishes_asians.html
  • Phillips, B., & McQuarrie, E. (2002). The development, change and transformation of rhetorical style in magazine advertisments 1954–1999. Journal of Advertising, 31, 1–13. doi: 10.1080/00913367.2002.10673681
  • Pippert, T. (2010, August 15). Marketing diversity on campus: The visual representation of race and ethnicity in college recruitment materials. Presented at the annual meetings of the American Sociological Association, Atlanta, GA.
  • Princeton Review College Profiles. 2011. Retrieved from www.princetonreview.com
  • Reisberg, L. (1999, April 2). In bids to increase minority enrollments, colleges deal with reality and perceptions. The Chronicle of Higher Education. Retrieved January 12, 2011, from http://chronicle.com/article/In-Bids-to-Increase-Minority/6251/
  • Sandoval, T. (2012, August 12). Minority students face more discrimination on low-diversity campuses, report says. The Chronicle of Higher Education. Retrieved August 13, 2012, from http://chronicle.com/article/Discrimination-Is-Greater-on/133521/
  • Spira, J., & Whittler, T. (2002). Model's race: A perpheral cue in advertising messages? Journal of Consumer Psychology, 12, 291–301. doi: 10.1207/15327660260382333
  • Sung, M., & Yang, S. (2008). Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20, 357–356. doi: 10.1080/10627260802153207
  • Swail, W. S. (2002). Higher educaion and the new demographics: Questions for policy. Change, 34(4), 14–23. doi: 10.1080/00091380209604731
  • Urciuoli, B. (2003). Excellence, leadership, skills, diveristy: Marketing liberal arts education. Language and Communication, 23, 385–408. doi: 10.1016/S0271-5309(03)00014-4
  • Urciuoli, B. (1999). Producing multiculturalism in higher education: Who's producing what for whom? Qualitative Studies in Education. 12, 287–298. doi: 10.1080/095183999236141
  • Voon, B. H. (2007). SERVMO: A measure for service-driven market orientation in higher education. Journal of Marketing for Higher Education, 17(2), 216–237. doi: 10.1080/08841240801912583
  • Zarate, M., & Sanders, J. (1999). Face categorization, graded priming, and the mediating influences of similarity. Social Cognition, 17, 367–390. doi: 10.1521/soco.1999.17.4.367

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.