Date Approved

4-14-2021

Embargo Period

4-15-2021

Document Type

Thesis

Degree Name

M.A. Higher Education

Department

Educational Services and Leadership

College

College of Education

Advisor

Wright-Mair, Raquel

Committee Member 1

Haynes, Julie

Committee Member 2

Dale, Dianna

Keywords

college students, sexual assault, university messaging, campus climate

Subject(s)

College presidents; Communication in management

Disciplines

Higher Education

Abstract

This study aims to critically analyze university presidential statements made regarding sexual assault on campus and how those statements might impact campus culture. Through critical content analysis, manifest content and latent content were examined. The results explain that while the statements made are satisfactory and making a statement is better than not doing so, the statements are vague and indistinct. In order for the statements to have more meaning and impact, it is clear that messaging needs to be more specific to each individual institution, and be more critical, using unique language so the campus community can feel seen, understood, and safe. Recommendations for future research on this topic are included. These recommendations for continued research would aid scholars in further understanding how institutions can make more meaningful, impactful statements.

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