Media U: How the Need to Win Audiences Has Shaped Higher Education
Are homecoming games and freshman composition, Twitter feeds and scholarly monographs really mortal enemies? Media U presents a provocative rethinking of the development of American higher education centered on the insight that universities are media institutions. Tracing over a century of media his...
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| Hauptverfasser: | , |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
Columbia University Press
[2018]
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| Schlagworte: | |
| Online-Zugang: | FHA01 FKE01 FLA01 UPA01 UBG01 FAW01 FAB01 FCO01 URL des Erstveröffentlichers |
| Zusammenfassung: | Are homecoming games and freshman composition, Twitter feeds and scholarly monographs really mortal enemies? Media U presents a provocative rethinking of the development of American higher education centered on the insight that universities are media institutions. Tracing over a century of media history and the academy, Mark Garrett Cooper and John Marx argue that the fundamental goal of the American research university has been to cultivate audiences and convince them of its value.Media U shows how universities have appropriated new media technologies to convey their message about higher education, the aims of research, and campus life. The need to create an audience stamps each of the university’s steadily proliferating disciplines, shapes its structure, and determines its division of labor. Cooper and Marx examine how the research university has sought to inform publics and convince them of its value to American society, from the rise of football and Great Books programs in the early twentieth century through a midcentury communications complex linking big science, New Criticism, and design, from the co-option of 1960s student activist media through the early-twenty-first-century reception of MOOCs and the latest promises of technological disruption. The book considers the ways in which universities have used media platforms to reconcile national commitments to equal opportunity with corporate capitalism as well as the vexed relationship of democracy and hierarchy. By exploring how media engagement brought the American university into being and continues to shape academic labor, Media U presents essential questions and resources for reimagining the university and confronting its future |
| Beschreibung: | Description based on online resource; title from PDF title page (publisher's Web site, viewed 24. Sep 2018) |
| Beschreibung: | 1 online resource 18 images |
| ISBN: | 9780231546607 |
| DOI: | 10.7312/coop18636 |
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| 520 | |a Are homecoming games and freshman composition, Twitter feeds and scholarly monographs really mortal enemies? Media U presents a provocative rethinking of the development of American higher education centered on the insight that universities are media institutions. Tracing over a century of media history and the academy, Mark Garrett Cooper and John Marx argue that the fundamental goal of the American research university has been to cultivate audiences and convince them of its value.Media U shows how universities have appropriated new media technologies to convey their message about higher education, the aims of research, and campus life. The need to create an audience stamps each of the university’s steadily proliferating disciplines, shapes its structure, and determines its division of labor. Cooper and Marx examine how the research university has sought to inform publics and convince them of its value to American society, from the rise of football and Great Books programs in the early twentieth century through a midcentury communications complex linking big science, New Criticism, and design, from the co-option of 1960s student activist media through the early-twenty-first-century reception of MOOCs and the latest promises of technological disruption. The book considers the ways in which universities have used media platforms to reconcile national commitments to equal opportunity with corporate capitalism as well as the vexed relationship of democracy and hierarchy. By exploring how media engagement brought the American university into being and continues to shape academic labor, Media U presents essential questions and resources for reimagining the university and confronting its future | ||
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Datensatz im Suchindex
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| author | Marx, John Cooper, Mark Garrett |
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| spelling | Marx, John Verfasser aut Media U How the Need to Win Audiences Has Shaped Higher Education John Marx, Mark Garrett Cooper New York, NY Columbia University Press [2018] © 2018 1 online resource 18 images txt rdacontent c rdamedia cr rdacarrier Description based on online resource; title from PDF title page (publisher's Web site, viewed 24. Sep 2018) Are homecoming games and freshman composition, Twitter feeds and scholarly monographs really mortal enemies? Media U presents a provocative rethinking of the development of American higher education centered on the insight that universities are media institutions. Tracing over a century of media history and the academy, Mark Garrett Cooper and John Marx argue that the fundamental goal of the American research university has been to cultivate audiences and convince them of its value.Media U shows how universities have appropriated new media technologies to convey their message about higher education, the aims of research, and campus life. The need to create an audience stamps each of the university’s steadily proliferating disciplines, shapes its structure, and determines its division of labor. Cooper and Marx examine how the research university has sought to inform publics and convince them of its value to American society, from the rise of football and Great Books programs in the early twentieth century through a midcentury communications complex linking big science, New Criticism, and design, from the co-option of 1960s student activist media through the early-twenty-first-century reception of MOOCs and the latest promises of technological disruption. The book considers the ways in which universities have used media platforms to reconcile national commitments to equal opportunity with corporate capitalism as well as the vexed relationship of democracy and hierarchy. By exploring how media engagement brought the American university into being and continues to shape academic labor, Media U presents essential questions and resources for reimagining the university and confronting its future In English College publicity United States History Education, Higher Aims and objectives United States History Universities and colleges Public relations United States History Cooper, Mark Garrett aut https://doi.org/10.7312/coop18636 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | Marx, John Cooper, Mark Garrett Media U How the Need to Win Audiences Has Shaped Higher Education College publicity United States History Education, Higher Aims and objectives United States History Universities and colleges Public relations United States History |
| title | Media U How the Need to Win Audiences Has Shaped Higher Education |
| title_auth | Media U How the Need to Win Audiences Has Shaped Higher Education |
| title_exact_search | Media U How the Need to Win Audiences Has Shaped Higher Education |
| title_full | Media U How the Need to Win Audiences Has Shaped Higher Education John Marx, Mark Garrett Cooper |
| title_fullStr | Media U How the Need to Win Audiences Has Shaped Higher Education John Marx, Mark Garrett Cooper |
| title_full_unstemmed | Media U How the Need to Win Audiences Has Shaped Higher Education John Marx, Mark Garrett Cooper |
| title_short | Media U |
| title_sort | media u how the need to win audiences has shaped higher education |
| title_sub | How the Need to Win Audiences Has Shaped Higher Education |
| topic | College publicity United States History Education, Higher Aims and objectives United States History Universities and colleges Public relations United States History |
| topic_facet | College publicity United States History Education, Higher Aims and objectives United States History Universities and colleges Public relations United States History |
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