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The Uses of Intercollegiate Athletics: Challenges and Opportunities: New Directions for Higher Education, No 148
     

The Uses of Intercollegiate Athletics: Challenges and Opportunities: New Directions for Higher Education, No 148

by J. Douglas Toma
 
As universities and colleges across type attempt to position themselves for greater prestige and increased resources, they are using intercollegiate athletics in strategic ways. Spectator sports, in particular, raise institutional profile, while underscoring the collegiate atmosphere long associated with universities within the popular culture. They enliven campus

Overview

As universities and colleges across type attempt to position themselves for greater prestige and increased resources, they are using intercollegiate athletics in strategic ways. Spectator sports, in particular, raise institutional profile, while underscoring the collegiate atmosphere long associated with universities within the popular culture. They enliven campus culture, giving it form. Athletics also bring national exposure to institutions, building brand and enhancing legitimacy; encourage involvement by local communities, make campuses more accessible; and cause individuals to identify with institutions, inviting them to strengthen their connections. These are precisely the goals of external relations. Athletics offer a tool toward realizing them.

This is the 148th issue of the Jossey-Bass series; New Directions for Higher Education published quarterly. Addressed to presidents, vice presidents, deans, and other higher-education decision-makers on all kinds of campuses, New Directions for Higher Education provides timely information and authoritative advice about major issues and administrative problems confronting every institution.

Product Details

ISBN-13:
9780470565391
Publisher:
Wiley
Publication date:
12/21/2009
Series:
J-B HE Single Issue Higher Education Series , #97
Pages:
112
Product dimensions:
5.80(w) x 8.90(h) x 0.40(d)

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