Open AccessManaging Impressions in a Virtual Environment: Is Ethnic Diversity a Self‐Presentation Strategy for Colleges and Universities?
Author(s) -
Boyer Lori,
Brunner Brigitta R.,
Charles Tiffany,
Coleman Patrice
Publication year - 2006
Publication title -
journal of computer‐mediated communication
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.15
H-Index - 119
ISSN - 1083-6101
DOI - 10.1111/j.1083-6101.2006.00318.x
Subject(s) - diversity (politics) , ethnic group , presentation (obstetrics) , higher education , cultural diversity , political science , public relations , library science , sociology , computer science , medicine , law , radiology
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.