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The ways in which a new university, the University of Ontario Institute of Technology (UOIT), was represented in local, regional, and national newspapers highlight the difficulties of identity creation for organizations. Drawing on theories of organizational identity and supplemented by interviews with UOIT’s founding members, a qualitative analysis of newspaper articles about UOIT published between 2001 and 2004 demonstrates that the words and phrases used in these articles played an important role in establishing an image of UOIT that continues to impact its identity. These news reports also illustrate the complex relationships that existed between UOIT and its geographical, educational, and political contexts. Although UOIT was founded as a four-year baccalaureate degree-granting university, it was linked with its well-established neighbour, Durham College, with which it shared land and services. As a result, UOIT was viewed by some as no more than a “community college with ivory tower pretensions.” Resume La representation de l’Institut universitaire de technologie de l’Ontario (IUTO) dans la presse locale, regionale et nationale met en evidence les difficultes de creation d’une identite corporative. Une analyse qualitative des articles sur l’IUTO, publies entre 2001 et 2004, etoffes par des entretiens avec les membres fondateurs de l’IUTO, demontre, en s’appuyant sur les theories de l’identite organisationnelle, que leur contenu a joue un role important dans la definition de l’image de l’IUTO qui affecte encore son identite. Ces reportages illustrent aussi les relations complexes entre l’UOIT et son cadre geographique, educatif et politique. Bien que l’IUTO soit une universite decernant des baccalaureats de quatre ans, il est lie a son voisin bien etabli, le College communautaire Durham, car il partage avec lui les terres et les services. En consequence, on considere parfois l’IUTO comme rien de plus qu’un « college communautaire enferme dans une tour d’ivoire ».

“A Community College with Ivory Tower Pretensions”: Perceptions of a New University