Research Blog #5: Bibliography with Five Scholarly Sources

Working Bibliography

Clark, John S., et al. "Who Knows Bobby Mo? Using Intercollegiate Athletics

To Build A University Brand." Sport Marketing Quarterly 18.1 (2009): 57-63. Business Source Premier. Web. 21 Oct. 2014.

Lucas, Kristen, and Jeremy Fyke. "Euphemisms And Ethics: A Language-

Centered Analysis Of Penn State's Sexual Abuse Scandal." Journal Of Business Ethics 122.4 (2014): 551-569. Education Full Text (H.W. Wilson). Web. 20 Oct. 2014.

Nguyen, Thuy Dung, Kunio Shirahada, and Michitaka Kosaka. "A

Consideration On University Branding Based On SDL (Service Dominant Logic): The Lens Of Stakeholders' Value Co-Creation." Icsssm12 (2012): 779. Publisher Provided Full Text Searching File. Web. 21 Oct. 2014.

Proffitt, Jennifer M., and Thomas F. Corrigan. "Penn State’S “Success With

Honor”: How Institutional Structure And Brand Logic Disincentivized Disclosure." Cultural Studies/Critical Methodologies 12.4 (2012): 322. Publisher Provided Full Text Searching File. Web. 7 Oct. 2014.

Simon, Gary L., and Judith H. Washburn. "A Perspective On Program

Branding In An Education Institution: One Growing University's Experience With Branding Its Programs." Society For Marketing Advances Proceedings 25.(2013): 78-79. Business Source Premier. Web. 21 Oct. 2014.

Tokuhama, Chris. "Consumption, A Modern Affliction: Branding Culture,

Youth Identity And College Admission." Journal Of College Admission 210 (2011): 32-38. ERIC. Web. 21 Oct. 2014.

Research Blog #4: Your Research Proposal

Siobhan N. Barrington

Professor Goeller

Research in Disciplines: College!

21 October 2014

Research Proposal

 

Working Title: Higher Education Cover-ups for the Good of the Brand

Topic

My paper will explore various higher education scandals that have been covered up in an attempt for high-profile universities to protect their brand. I will discuss the newly-established importance of brand-building in institutions of higher learning, and the lengths to which these universities will go to keep their brand “clean”. I will utilize a number of unethical (borderline scandalous) events surrounding school ranking and school athletics that gain schools different amounts of funding and discuss some of the situations where universities have attempted to cover up such scandals.

Research Question

Has the utilization of “brand logic” by higher education universities created a culture where unethical decision making of university employees and students is overlooked in an attempt to protect the brand of the institution?

Theoretical Frame/Approach

“Brand logic” is discussed as strategic building of brands to help universities gain popularity, funding from stakeholders, and interest from prospective students. This strategic branding has become increasingly important for institutions of higher education. Holding so much importance, I will discuss a few different scandals that have taken place at different high-profile universities, and the cover-ups that ensued there-after. I will then make a connection between the cover-ups used and the negative effects that they could have had on the brand.

            This particular topic is very intriguing to me due to Rutgers University entering into the Big Ten Conference. The move to this conference, which houses many other large and well-known state schools, has elicited a lot of change on campus. With the change I see daily on campus, it made me wonder what things are changing behind the scenes and how long these changes have been in the making. It also makes me want to look more closely to the athletic abuse scandal that led to the firing of a former Rutgers basketball coach and athletic director.  

Research Plan, Case, Additional Questions

            My research plan includes exploring different university scandals in an effort to determine whether or not the motivation behind the cover-up was an attempt to save their brands. I plan to use an article written by Jennifer Proffitt and Thomas Corrigan entitled  Penn State’s “Success With Honor”: How Institutional Structure and Brand Logic Disincentivized Disclosure as my main source. The article discusses the Pennsylvania State University sex scandal and the ways in which the "corporatized" university placed self-serving economic motivations over the safety of individuals. During the case it was presumed that university officials, including the president, kept the molestation accusations under wraps to protect the university's reputation. This is a great example of the use of “brand logic” in that it presents a justification by universities working to prize its own image and profits ahead of people. In this scandal (and others alike) the goal of the university was not to seek justice for the person wronged but instead to displace responsibility as not to deface the university's "good name".

Working Bibliography

Clark, John S., et al. "Who Knows Bobby Mo? Using Intercollegiate Athletics

To Build A University Brand." Sport Marketing Quarterly 18.1 (2009): 57-63. Business Source Premier. Web. 21 Oct. 2014.

Lucas, Kristen, and Jeremy Fyke. "Euphemisms And Ethics: A Language-

Centered Analysis Of Penn State's Sexual Abuse Scandal." Journal Of Business Ethics 122.4 (2014): 551-569. Education Full Text (H.W. Wilson). Web. 20 Oct. 2014.

Nguyen, Thuy Dung, Kunio Shirahada, and Michitaka Kosaka. "A

Consideration On University Branding Based On SDL (Service Dominant Logic): The Lens Of Stakeholders' Value Co-Creation." Icsssm12 (2012): 779. Publisher Provided Full Text Searching File. Web. 21 Oct. 2014.

Proffitt, Jennifer M., and Thomas F. Corrigan. "Penn State’S “Success With

Honor”: How Institutional Structure And Brand Logic Disincentivized Disclosure." Cultural Studies/Critical Methodologies 12.4 (2012): 322. Publisher Provided Full Text Searching File. Web. 7 Oct. 2014.

Simon, Gary L., and Judith H. Washburn. "A Perspective On Program

Branding In An Education Institution: One Growing University's Experience With Branding Its Programs." Society For Marketing Advances Proceedings 25.(2013): 78-79. Business Source Premier. Web. 21 Oct. 2014.

Tokuhama, Chris. "Consumption, A Modern Affliction: Branding Culture,

Youth Identity And College Admission." Journal Of College Admission 210 (2011): 32-38. ERIC. Web. 21 Oct. 2014.

Literature Review Blog #3

As my paper explores the ways in which college scandals are covered up in an attempt to keep a clean brand name I will explore an article written by Kristen Lucas and Jeremy Fyke entitled Euphemisms and Ethics: A Language-Centered Analysis of Penn State’s Sexual Abuse Scandal. In their article Lucas and Fyke analyze the language surrounding the reporting and of  Jerry Sandusky as well as the language utilized to justify the ethically incorrect handling of the situation by university administrators.

In the article Lucas and Fyke explore two euphemism clusters that presented themselves in regard to the Penn State scandal. One of the clusters of euphemisms highlights the "coded" language used in the reporting and explaining of the issue to university officials.

The second cluster of euphemisms discusses the

Keywords: 

• Euphemism: a mild or indirect word or expression substituted for one considered to be too harsh or  blunt when referring to something unpleasant or embarrassing.
• Euphemism Cluster: areas where euphemisms were utilized.

http://epublications.marquette.edu/cgi/viewcontent.cgi?article=1101&context=comm_fac 

Works Cited

Lucas, Kristen1, kristen.lucas@louisville.edu, and Jeremy2, jeremy.fyke@marquette.edu Fyke. 

     "Euphemisms And Ethics: A Language-Centered Analysis Of Penn State's Sexual Abuse Scandal."     

      Journal Of Business Ethics 122.4 (2014): 551-569. Education Full Text (H.W. Wilson). Web. 14 Oct. 

      2014.

Literature Review Blog #1

With another change in topic I was weary as to whether or not I would be able to find any information to support my new research topic however Jennifer Proffitt and Thomas Corrigan were able to provide me with assurance that my research is well supported with their artcle Penn State’s “Success With Honor”: How Institutional Structure and Brand Logic Disincentivized Disclosure.

In their article Proffitt and Corrigan discuss the Pennsylvania State University sex scandal and the ways in which the "corporatized" university placed self-serving economic motivations over the safety of individuals. They discuss the arrest of former Pennsylvania State University assistant football coach Jerry Sandusky on molestation charges. Though Sandusky was eventually charged and fired for the scandal, the former president of the university was also fired as it was believed that he was informed of the alleged charges months before it was reported to police officials. It is presumed that university officials, including the president, kept the molestation accusations under wraps to protect the university's reputation. Proffitt and Corrigan connect this to the concept of "brand logic". Brand logic is a nice way to justify universities working to prize its own image and profits ahead of people. In this scandal (and others alike) the goal of the university is not to seek justice for the person wronged but instead to displace responsibility as not to deface the university's "good name". Why? Because athletics serve as the "front porch" for many universities. They work as "a unit that returns value to the institution in the form of community, visibility, brand identity, alumni giving, and student applications" (323).

In the article Proffitt and Corrigan note that both times Sandusky was arrested he was wearing Pennsylvania State branded gear. The media went into a frenzy not just over the alleged claims but over Sandusky being arrested in his Penn State gear. This arresting ultimately led to the negative reflections on the brand. They write,"In a matter of days, they [Pennsylvania State] have plummeted from being perceived as the cleanest, most ethical brand in college sports to the lowest of the lows" (322). This served as Pennsylvania State's primary focus as can be seen with the hiring of  a leading public relations firm named Ketchum. Proffitt and Corrigan note, "Ketchum was not hired to change university structure or to protect academics but to save the brand" (324).

If its true that athletics serve as an important if not imperative point for all large and successful universities, then it seems that universities are almost justified in going above and beyond to protect the name of its biggest asset. To this point Proffitt and Corrigan state, "To the extent that the branding of athletics programs has become a structural imperative, we should not be terribly surprised when rules are bent or broken in hopes of on-field success or when the image-damaging offenses of players, coaches, or staff are covered up by university officials" (323).

"What needs further interrogation though is not the consequences of the tragedy for this brand and the athletic-educational institution for which it stands, but the extent to which a "brand-logic" contributed to or shaped university officials' decisions to apparently cover  up the former Nittany Lion assistant coach" (322).
Other important facts mentioned in the article is the ever-growing debt incurred by college athletics programs. The truth is that only a small number of athletic programs generate enough revenue to cover expenses each year. The rest of the money to fund these athletics sports come from tuition and other additional subsidies. With so much at stake it is imperative for not only the sport or the brand, but for the school, that these sports generate interest.


I hope to also discuss the situation that occurred at Rutgers University that included a previous basketball coach verbally abusing members of the basketball team.

"We should rigorously interrogate, challenge, and work toward changing institutional structures that place profits over people, including the corporization of the university and the brand logic that protects it" (324).


http://csc.sagepub.com/content/12/4/322.full.pdf+html

Works Cited

Proffitt, Jennifer M., and Thomas F. Corrigan. "Penn State’S “Success With Honor”: How
     Institutional Structure And Brand Logic Disincentivized Disclosure." Cultural Studies/Critical  
     Methodologies 12.4 (2012): 322. Publisher Provided Full Text Searching File. Web. 7 Oct. 2014.

Research Blog #3: How might privatization connect to your topic?

After last class's discussion and receiving feedback from you I have altered my topic (yet again) to the scandals that take place at many universities and the ways in which universities cover up these scandals when it has bearing on their perception (ex. sport team scandals and fraternity issues). This concept connects to privatization because of how universities have come to act as businesses. Katharine Lyall and Kathleen Sell (2006) discuss the shift that universities have made in their writing "The De Facto Privatization of American Public Higher Education". They state, "It is most useful to think of privatization as a spectrum along which public institutions operate. As the share of public investment in their operations declines, institutions are increasingly required to function in the competitive marketplace and so become increasingly privatized". Lyall and Sell are explaining that due to a decrease in public funding, universities have to work like businesses to obtain and maintain funding. One means of maintaining funds is to ensure that target students remain interested in the school. With many state universities like Rutgers many students come for the education, but they are initially attracted by the "collegiate atmosphere" provided by important aspects of the college experience. Two big sellers are "athletics" and "fraternities". When either of these options are omitted from the college experience,the university loses that exposure. Knowing this, my paper will discuss in depth the recent cover-ups and scandals used to conceal or downplay  scandals in universities.