Unique Approaches and Problems in Recruiting Minority Students: The Use of Media.

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8

Audience Awareness; Black Students; College Students; Higher Education; Mass Media Use; Minority Groups; Newsletters; Student Recruitment; Student Subcultures; Videotape Recordings

In addition to the variety of programs, activities, scholarships, and brochures included in Memphis State University's (MSU) minority recruiting program, the institution uses two approaches to the use of media not normally used in recruiting African-American students. The first is a newsletter aimed at historically African-American churches and the second is an award-winning video. The newsletter, "Staying in Touch," is written and edited by Memphis State students and faculty. It provides high school students and churches with news about pressing issues in the African-American community and about the achievement of MSU's African-American students. The newsletter also serves as a primary communication for the ministerial liaison program, which was established to bridge the gap between MSU and the historically African-American churches in and around Memphis. "Step into Memphis State University" is a 20-minute video produced by a communication professor and a graduate student at MSU. The video is designed to show the minority population that a black student can have a black experience at MSU. The video is organized around a step-dance competition. The fun-oriented group-inclusive video directly meets the challenge of recruiting students who already know of MSU's high academic standards, its academic programs, and its active athletic program. These two approaches have worked well to increase the number of quality African-American students at MSU. (RS)

1994

ED366034