Work

Managing Impressions in a Virtual Environment: Is Ethnic Diversity a Self-Presentation Strategy for Colleges and Universities?

Year: 2006

Type: article

Abstract: This study examines how institutions of higher education use their websites to present diversity to build relationships and recruit prospective students. It involves a content analysis of the homepages of the 163 institutions that U.S. News named to the 2006 list of the country’s best comprehensive colleges and universities. The results showed that institutions in the West published more religious references and fewer photographs of women than institutions in other regions, and references to international programs were most prevalent in the Midwest. Overall, few institutions mention racial or ethnic diversity on their campuses, although visual representations of diversity in photographs are more common than textual references.

Source: Journal of Computer-Mediated Communication

DOI: 10.1111/j.1083-6101.2006.00318.x

Authors: Lori Boyer, Brigitta R. Brunner, Tiffany Charles, Patrice Coleman

Institutions: Louisiana State University, Auburn University

Language: English

Topic: Public Relations and Crisis Communication

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

SDGs: Reduced inequalities, Quality education

Open Access status: bronze

OpenAlex ID: W2046529504