chapter  6
11 Pages

Selling the Dream of Higher Education: Marketing Images of University Life

Institutions have a history; they change over time. The modern university is not what it was, nor is it what it will become. But in the midst of change, there are deep interests expressed in efforts to identify what is of value in the institution that has arisen in its current form, as well as in efforts to evoke a sense of where it is headed (or, for that matter, to head off further change or its possible demise). Such interests take many forms, including various kinds of formal pronouncements and official publications concerning particular universities, as when a university president gives an address about the state of the institution. But there are other ways to communicate notions about universities today, ways that in fact reach a much wider audience than any particular address might do. These include the variety of ways that universities now engage in marketing campaigns.