What Do You See? : Examining the Association Between Perceptions of Minority Student Representation in University Messaging and Organizational Identification

Abstract

Recently, universities have started diversity initiatives on their campuses. One recruitment strategy is prominently picturing minorities throughout university websites and recruitment materials. However, this portrayal may not accurately represent the population. In a content analysis of 10,000 photographs from 165 institutions, Pippert, Essenburg, and Matchett (2013) found that photographic portrayals and actual percentages were significantly different for each race studied. Based on the Similarity-Attraction Theory, individuals are attracted to those like themselves, resulting in higher social integration and more communication, suggesting that the over-portrayal of minority populations may be intentional. While this may initially attract minority students to a university, little is known about how minority or majority students perceive the discrepancy between representation and actuality, or whether this difference is even salient. Research on organizational identification (OI) suggests that diversity represents a unique difference that strengthens students’ OI with the university, but whether OI plays a role in intensifying or mitigating the effects of misrepresentation is unknown. This study examines UW-Eau Claire students’ perceptions on diversity messaging and the possible association between OI and message accuracy. Results may help universities improve message design for diversity recruitment and retention.