Unraveling Communication Dynamics of University Outreach
The dynamic nature of university outreach communication within the context of higher education administration.
The Research Problem
Universities face a fundamental discrepancy. They publicly champion outreach to demonstrate commitment to public good.
Yet internally, they undervalue non-traditional scholarship in promotion and tenure processes. This creates barriers for faculty pursuing community-engaged work.
Promotion and tenure language "does not always match the system of rewards"
Research Questions
Primary Question
How does higher education administration describe university outreach?
Supporting Questions
What channels do outreach personnel use to communicate faculty work? How do websites convey outreach representation?
Purpose: Analyze communication structures and identify opportunities for improving acknowledgment of non-traditional scholarship.
Research Framework
Phenomenology
Explores outreach as "lived experience" of personnel. Examines subjective meaning-making and common essences in shared experiences.
Actor-Network Theory
Analyzes networks of human and non-human entities. Views policies, websites, and technology as "active agents" shaping reality.
These complementary frameworks provided comprehensive understanding of structural and experiential dynamics in university outreach.
Three Key Findings
Mission
Service-oriented collaborations deeply embedded in institutional identity, particularly at land-grant universities with public service mandates.
Vision
Policies function as active non-human actors that shape faculty experiences by setting expectations and structuring processes.
Promotion
Recognition mechanisms demonstrate priorities but create documentation challenges for faculty pursuing outreach work.
Critical Insight: The Public-Private Paradox
Universities publicly celebrate outreach while privately undervaluing the non-traditional scholarship it represents
Public narratives of community engagement fail to translate into equitable internal recognition systems. This creates structural barriers for faculty dedicated to community-engaged scholarship.
Evidence shows P&T guidelines emphasize traditional scholarship with inconsistent valuation of outreach impact.
Agency of Non-Human Actors
Websites, policies, and reporting systems aren't passive tools. They actively shape how outreach is defined and evaluated.
Documentation Systems
Translate policy requirements into specific faculty tasks and evaluation criteria.
Recognition Schemes
Define and perform the concept of distinguished outreach through formal awards.
Digital Platforms
Prioritize certain forms of outreach through visibility and accessibility features.
Faculty Documentation Struggles
Despite being skilled researchers, faculty struggle with documenting outreach activities for organizational recognition.
The challenge is convincing faculty there is value in storytelling around their outreach efforts
Key challenges include limited technology understanding, difficulty translating community work into scholarly metrics, and misaligned reporting systems.
Strategic Solutions
Standardize P&T Policies
Develop clear, measurable standards defining what counts as outreach scholarship with concrete impact measures.
Faculty Documentation Support
Provide workshops and user-friendly digital platforms aligned to promotion criteria for effective activity capture.
Strategic Communication
Invest in centralized marketing showcasing faculty outreach internally and externally to raise profile and value.
Impact for Higher Education
Institutional Benefits
- Strengthened credibility and reputation
- Improved faculty retention and satisfaction
- Enhanced mission fulfillment demonstration
- Strategic advantage in recruitment and funding
This research bridges theoretical understanding with practical applications, offering both conceptual clarity and actionable solutions for aligning public messaging with internal recognition systems.