Publications and Research

Document Type

Article

Publication Date

12-27-2016

Abstract

In this day and age of crises – financial, enrollment,

even scandal – among institutions of higher education,

image “management” has become a tool to help

some institutions stay afloat. Countless colleges and

universities have resorted to spending money on

glossy brochures, billboards and even on expensive

TV airtime.

The images they portray are usually one of happy

and attractive students having fun on campus, enjoying

athletic events and amenities that used to be more

likely to be found at country clubs than colleges. The

quality of education is almost an afterthought. The

name of the institution is being sold as a commodity,

just like toothpaste.

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