ERIC Number: EJ757210
Record Type: Journal
Publication Date: 2007-Mar-16
Reference Count: N/A
Tangled up in Tech
Farrel, Elizabeth F.
Chronicle of Higher Education, v53 n28 pA36 Mar 2007
Kenton B. Pauls, director of enrollment services at the University of North Dakota, knew that high-school students frequently send one another text messages, so in 2006 he decided to incorporate text-messaging lingo into the viewbook the university sends to prospective students. Its cover had read, "You belong at the University of North Dakota." Pauls changed it to "U belong @ UND." However, the younger members of his staff told him that it looks stupid. The staff members explained that the brochure looked outdated because many people no longer use shorthand language in their text messages. In retrospect, Pauls says his innovation was a "bad call." This year the university once again printed the cover of its viewbook in plain English, though the text-messaging phrase still appears on the enrollment office's Web site. Some experts encourage admissions officials to rely on younger staff members and current students to create the content for high-tech admissions tools. Deans should venture cautiously into the ever-changing world of technology, where teens often regard adults as interlopers.
Descriptors: College Programs, Computer Mediated Communication, High School Students, College Bound Students, Web Sites, Technology Integration, Adolescents, College Admission, Student Recruitment
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: N/A
Identifiers - Location: North Dakota