In 2010, Tufts University began requesting optional video essays as part of their college application process and for these videos to be made available through online sites such as YouTube. While videos essays are not new to university admissions, this is one of the first times an institution has specifically solicited them. Because these admission videos are publicly viewable on YouTube, they can now be considered to represent a public manifestation of the Tufts brand. My research used content discourse analysis of two generations of Tufts videos currently available to understand what values or norms applicants are performing in their identity construction on the YouTube platform and how these practices might work to construct the Tufts brand. The theoretical framework used in this analysis focuses on the intersection between university branding and teenager self-presentation in an online public space. The “(U)Tube” in the title is meant to convey what is analyzed in this body of work, namely, the intersection between the historic modes of university branding and the cultural norms of participation on YouTube. Through circulation of the videos, new forms of cultural and social capital are constructed for a community of users in a branded space.
Key words: university branding, self-presentation, teenagers, YouTube, video essays
|School:||The American University of Paris (France)|
|Source:||MAI 56/02M(E), Masters Abstracts International|
|Subjects:||Multimedia Communications, Mass communications, Higher education|
|Keywords:||Application process, Branding, Massachusetts, Self-presentation, Tufts University, Video essays, YouTube|
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