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ERIC Number: EJ994666
Record Type: Journal
Publication Date: 2012
Pages: 6
Abstractor: ERIC
Reference Count: 3
ISSN: ISSN-0024-1822
Beyond Carrots and Sticks: Toward a Transformative Model of Division I Athletics
Clubb, Sandy Hatfield
Liberal Education, v98 n4 p42-47 Fall 2012
The old expression about the carrot and the stick, which refers to the application of reward and punishment to induce action, dates back to the days when pack mules were used for transportation. The mules would move toward carrots that dangled just ahead of them--and move all the faster because they feared drivers with sticks behind them. In 2012, a carrot-and-stick method of motivation is prevalent in National Collegiate Athletic Association (NCAA) Division I college sport. At many schools, marquee coaches chase the carrot of big-dollar salaries and short-term wins, and they work to avoid the stick of being fired for losing. Athletics directors are responsible for leading multi-million dollar units and are expected to generate revenue in order to build a budget and sports that win; if they fail, they too get the stick. While there are philosophical and operational differences among various intercollegiate athletics programs, the race for resources and the industry's evolution toward immediate return on investment are challenging institutions' fundamental purpose of educating student-athletes. At Drake University, educators confront the same sets of issues and mindsets, but they are working strategically to align the daily athletics focus with the core fundamentals of the university mission. Drake University is working to demonstrate that NCAA Division I athletics can and should be primarily focused on enriching the educational experience of student-athletes, and that it is possible to do this and still win.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Iowa