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Speculative Diction

Mixed messages

BY MELONIE FULLICK | FEB 04 2013

A central part of my research project is the way organizations communicate, and the organizations I focus on are universities. So when it comes to undergraduate education and university experience, an important question I think we need to ask is this: what’s the message that students receive from universities? I’ve been thinking about this lately, and was discussing it again last week with students in one of my tutorials. Here are a few of the thoughts that came out of that discussion.

Relevance and clarity
No matter how much information we provide–and indeed, often because of the amount of information provided–students are likely to feel overwhelmed. But in spite of the efforts that universities put in to welcome new students to campus each year, it seems students still have trouble getting the right information at the right time. A common complaint I’ve heard has been that relevant policies, procedures, and guidelines, such as those pertaining to the acquisition of credits towards programs, or add-drop dates, are buried in obscurity rather than highlighted for students before it’s “too late”. It simply isn’t enough to say “the information is on the website”, when it could be located somewhere non-intuitive, or when in some cases a policy could have been announced up-front. So the problem is more than the lack of information about a specific policy, rather it’s a lack of understanding of the overall system (more on this below). The answer isn’t about “spoon-feeding”–in fact, if we start explaining to students how the system works and what kinds of information are important, they’re more likely to be able to navigate it autonomously in the future.

Media and messages
Good communication isn’t just about content and timing, it’s also about the use of appropriate channels. One of my favourite examples is email. Though frequently tethered to their smartphones, many undergrads really don’t seem to rely on email the way their professors and TAs do. I learned from the start, when running tutorials, that though the university assigns every student an email address, relying on this address is folly because usually the students don’t check it. Since they also don’t use email as much as I do, they’re not likely to go to the trouble of setting up the university account to forward mail to a personal one outside the university system. At this point, I tend to ask during the first class for “the email address you actually use”, and I try to use it sparingly, knowing that many of the students might not see the message until long after its relevance has expired. I haven’t personally figured out a solution to this challenge, since text messaging feels much too personal and no-one seems to like Twitter (for example).

Familiarity and connection
In the past I’ve had students come to me for academic and career advice, and even for letters of recommendation–bearing in mind that I’m not a professor and I certainly don’t have tenure, so my name isn’t likely to do them any favours on a grad school application. For many students it’s become more difficult to connect with tenured professors, since universities have expanded and come to rely much more on short-term faculty appointments. Why, then, are students not seeking out their academic advisers? I think it’s because as their TA, I’m the one who’s most available to talk–and with whom they had some regular contact, in a somewhat less formal setting. I’ve probably read and assessed their writing, so I have a sense of what they’ve been up to. This raises the issue of the need for human connection in our universities. Perhaps in the past we had such small universities that this was not something that needed to be explicitly addressed. Large universities often seem to be low-trust organizations, but students are looking for someone trustworthy to help them navigate through their time in the organization; what they need is a “way in”, and what we need are more ways to help them find it.

Holistic and coherent communication
As I’ve mentioned in a few other posts, the lack of direction compared to what is provided in earlier educational experiences can be particularly overwhelming (and upsetting) for younger students arriving right from high school. The university is a maelstrom of departments, faculties, courses, services, rules and policies, and people, all of which are unfamiliar to entering students. Undergraduates I’ve asked have said that the experience is overwhelming at least in part because of the very fragmentation that has accompanied universities’ organizational expansion (and bureaucratization). This includes a kind of fragmentation of the services available to students. When help is available, why do students frequently avoid seeking it? Are they perhaps intimidated or afraid, or do they not know what help they need? Each service may be located in a different office somewhere on campus, and staffed by completely different groups who may or may not communicate with each other. But students are not collections of fragmented parts, each requiring tending in its separate way–academic mentoring, mental health and personal issues, work and career planning, writing support. Is there a way to create a better-connected institution?

So what’s the message that students receive from universities? From asking undergraduates, it sounds like oftentimes it’s an incoherent, authoritative, and monologic one. This tone and delivery in and of itself can be off-putting enough that students might feel uncomfortable seeking help. For example, being told “that information was/is available to you” (i.e., “you should have known better”) is not a helpful approach when students may be confused and in the middle of a crisis, seeking support. One thing that’s missing is the understanding that rather than just providing students with lists of available services, we need to de-mystify the university itself; instead of trying to create the perfect bureaucratic system (which is impossible in any case), we could show students how systems work. This is also part of the “tacit” knowledge that students gain from being in university; to help students understand the institution, we need to make that knowledge explicit–to communicate it.

ABOUT MELONIE FULLICK
Melonie Fullick
Melonie Fullick is a PhD candidate at York University. The topic of her dissertation is Canadian post-secondary education policy and its effects on the institutional environment in universities.
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  1. Keith Marnoch / February 5, 2013 at 14:35

    “..no-one seems to like twitter” Really? Is that a research or anecdotal finding?

    • Melonie Fullick / February 5, 2013 at 21:51

      My comments are based on what I’ve heard when I ask each undergrad tutorial group, “who uses Twitter?”. Sometimes one or two people are already using it, but often there are comments about how it’s a “waste of time”. That being said, I’m pretty interested to see what would happen if I could get the groups to use Twitter with a class tag (I’ve seen some profs doing this successfully). Also if there’s research on this, I’d be keen to see it.

  2. Catherine Anderson / February 6, 2013 at 10:51

    Hi Melonie. I think your point about student’s desire for a meaningful connection is a really important one that can be easy to forget. Have you got ideas for how we can achieve that in very large classes? It’s something I think about a lot, especially when I’ve got hundreds of students. But your remarks about using the appropriate channels frustrate me. Or rather, the situation you’re describing frustrates me. If students choose not to pay attention to their university e-mail, which is the university’s officially-sanctioned way of contacting them, why should I have to seek out some other way of communicating with them? (In addition to the LMS, in-class announcements, podcasts…) They’re certainly willing to get on e-mail when they want to complain to me! Is it that they don’t know to look at their e-mail, or that they can’t be bothered?

  3. Eric Michael Johnson / April 1, 2013 at 15:57

    I’ve had a similar experience suggesting Twitter and Google+ with my students. However, Facebook use seems nearly ubiquitous. I’ve been reluctant to use it since it also seems very personal for most people, even more so than texts. But has anyone tried creating a Facebook group to communicate with students? I’d be curious to know what communication strategies have been effective.