23pgs, While the three-part mission of the land-grant university has been a pivotal component of agriculture and natural resources in the U.S., the land-grant mission is not always well understood by all audiences, including faculty members who are the key deliverers of the land-grant mission. As such, it is important to understand how faculty members view the land-grant brand identity. A series of focus groups were conducted with tenure and non-tenure track faculty members at [university]. Faculty members’ perceptions of the university’s brand came out in four themes: overall description of the brand identity, connections to [City], university values, and increased emphasis on research. How faculty members conceptualized the land-grant mission presented two themes: aware but uninformed about the land-grant mission (subthemes: concerns about public awareness and stakeholder priorities, and unawareness of Extension) and having varying definitions of the land-grant mission (subthemes: land-grant is about the land, the land-grant mission is for more than agriculture, the land-grant is successful when serving the state, the land-grant mission is intended to improve society, and the land-grant mission is delivering equal opportunity education). Recommendations for universities included providing faculty members with a full understanding of the land-grant missions and ensuring students are taught about the land-grant mission. Future research was recommended to assess perceptions of faculty members at other land-grant universities and perceptions of non-faculty audiences such as students and external stakeholders. A quantitative survey was also recommended to provide a more generalizable view of faculty perceptions of the brand of land-grant universities.
Irani, Tracy (author), Abrams, Katie (author), and Baker, Lauri M. (author)
Format:
Paper
Publication Date:
2010-02-09
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 175 Document Number: C29977
Notes:
Presented at the Agricultural Communications Section of the Southern Association of Agricultural Scientists Conference, Orlando, Florida, February 7-9, 2010. 22 pages.
Leith, Terri (author) and College of Agriculture and Life Sciences, North Carolina State University, Raleigh.
Format:
Article
Publication Date:
1999
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 159 Document Number: C26026
Notes:
Via Perspectives On Line. 6 pages., Reports on dedication of the Butler Communication Services Building at the North Carolina State University. The building is named for the Butlers, editors/publishers of Progressive Farmer magazine.
Online from periodical., Report about pressure facing Cornell University officials by students and faculty over HCN's "Land-grab universities" investigation. Includes an acknowledgment by a University of California official that "...we must acknowledge how our history, including the Morrill Land Grant Act, impacts indigenous people. Now more than ever we, as a university, must take immediate action to acknowledge past wrongs, build trusting and respectful relationships, and accelerate change and justice for our Native Nations and Tribal communities."
