Managing Impressions in a Virtual Environment: Is Ethnic Diversity a Self-Presentation Strategy for Colleges and Universities?
Article first published online: 20 DEC 2006
Journal of Computer-Mediated Communication
Volume 12, Issue 1, pages 136–154, October 2006
How to Cite
Boyer, L., Brunner, B. R., Charles, T. and Coleman, P. (2006), Managing Impressions in a Virtual Environment: Is Ethnic Diversity a Self-Presentation Strategy for Colleges and Universities?. Journal of Computer-Mediated Communication, 12: 136–154. doi: 10.1111/j.1083-6101.2006.00318.x
- Issue published online: 20 DEC 2006
- Article first published online: 20 DEC 2006
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.