Media U : How the Need to Win Audiences Has Shaped Higher Education / John Marx, Mark Garrett Cooper.

Format:

Book

Author/Creator:

Marx, John, author.

Cooper, Mark Garrett, author.

Language:

English

Subjects (All):

College publicity--United States--History.

College publicity.

Universities and colleges--Public relations--United States--History.

Universities and colleges.

Education, Higher--Aims and objectives--United States--History.

Education, Higher.

Physical Description:

1 online resource (352 pages) : illustrations

Place of Publication:

New York, NY : Columbia University Press, [2018]

Language Note:

In English.

Summary:

Are homecoming games and freshman composition, Twitter feeds and scholarly monographs really mortal enemies? Media U presents a provocative rethinking of the development of American higher education centered on the insight that universities are media institutions. Tracing over a century of media history and the academy, Mark Garrett Cooper and John Marx argue that the fundamental goal of the American research university has been to cultivate audiences and convince them of its value.Media U shows how universities have appropriated new media technologies to convey their message about higher education, the aims of research, and campus life. The need to create an audience stamps each of the university's steadily proliferating disciplines, shapes its structure, and determines its division of labor. Cooper and Marx examine how the research university has sought to inform publics and convince them of its value to American society, from the rise of football and Great Books programs in the early twentieth century through a midcentury communications complex linking big science, New Criticism, and design, from the co-option of 1960s student activist media through the early-twenty-first-century reception of MOOCs and the latest promises of technological disruption. The book considers the ways in which universities have used media platforms to reconcile national commitments to equal opportunity with corporate capitalism as well as the vexed relationship of democracy and hierarchy. By exploring how media engagement brought the American university into being and continues to shape academic labor, Media U presents essential questions and resources for reimagining the university and confronting its future.

Contents:

Frontmatter

Contents

ACKNOWLEDGMENTS

Introduction

Chapter One: Campus Life

Chapter Two: Public Relations

Chapter Three: Communications Complex

Chapter Four: Not Two Cultures

Chapter Five: Television, or New Media

Chapter Six: Cooptation

Chapter Seven: Student Immaterial Labor

Chapter Eight: By the Numbers

Chapter Nine: Bad English: The Culture Wars Reconsidered

Chapter Ten: The Long Twentieth Century

Epilogue

NOTES

INDEX

Notes:

Includes bibliographical references and index.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 24. Sep 2018)

ISBN:

9780231546607

0231546602

OCLC:

1054863948