Short answer

Review all communication materials to ensure they promote inclusion and avoid inadvertently highlighting differences that could alienate specific user groups.

Field: Human Factors
Source: Dipòsit Digital de Documents de la UAB (Universitat Autònoma de Barcelona) (2010)
Method: Ethnographic research and Membership Categorization Analysis (MCA)
Evidence: Moderate effect

The way universities present student experiences in marketing can unintentionally highlight the differences of first-generation students, impacting their sense of belonging. This human factors research insight is drawn from a 2010 study published in Dipòsit Digital de Documents de la UAB (Universitat Autònoma de Barcelona). Using Ethnographic research and membership categorization analysis (mca), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Review all communication materials to ensure they promote inclusion and avoid inadvertently highlighting differences that could alienate specific user groups.

Study

Human FactorsHigh ImpactModerate effect

University marketing materials can inadvertently reinforce 'otherness' for first-generation students.

The way universities present student experiences in marketing can unintentionally highlight the differences of first-generation students, impacting their sense of belonging.

Dipòsit Digital de Documents de la UAB (Universitat Autònoma de Barcelona) · 2010

Key Findings

01University marketing materials and institutional documents actively engage in 'identity work' concerning first-generation college students.
02The categorization and representation of first-generation students in these materials can inadvertently emphasize their 'otherness' and impact their sense of belonging.
03Membership knowledge, or the shared understanding of categories within interactions, plays a significant role in how these identities are constructed and experienced.

Application

Design takeaway

Review all communication materials to ensure they promote inclusion and avoid inadvertently highlighting differences that could alienate specific user groups.

How to apply

When designing any communication or informational material for a diverse audience, conduct a review to identify potential 'identity work' that might exclude or marginalize certain groups. Consider user testing with representatives from target demographics.

Project actions

01When researching user groups, consider how they are portrayed in existing media or institutional materials.
02Analyze the language and imagery used in marketing or informational content for potential biases or unintended messages.
03Think about how your own design choices might categorize or label users.

Method & Evidence

AimHow do university marketing materials and institutional documents categorize and represent first-generation college students, and what is the impact of this 'identity work' on their lived experiences?

MethodEthnographic research and Membership Categorization Analysis (MCA)

ProcedureThe study involved analyzing ethnographic field notes, institutional documents, and a marketing DVD from a US university. Membership Categorization Analysis was used to examine how categories related to first-generation students emerged in these materials and interactions.

ContextHigher education, university marketing and communications, student support services

Variables

IVUniversity marketing materials and institutional documents

DVCategorization and representation of first-generation college students, impact on their sense of belonging

Strengths & Limitations

Strengths

+Applies a rigorous qualitative analysis method (MCA) to real-world institutional artifacts.
+Provides a nuanced understanding of how social categories are constructed and maintained in everyday settings.

Limitations

The specific categories and 'identity work' identified in this study are context-dependent and may not apply directly to all user groups or design projects.

Reliability & validity

The reliability and validity of the findings are dependent on the thoroughness of the ethnographic data collection and the consistent application of MCA principles by the researchers.

Think critically

To what extent does the 'identity work' performed by designers in creating user-facing materials reflect or challenge existing societal categorizations?

Design Principles

"Design communication to foster belonging by acknowledging and validating diverse user identities without creating 'otherness'."

Designers of communication materials, particularly for educational institutions, need to be mindful of how their messaging can shape user perception and inclusion. Understanding the 'identity work' of specific user groups is crucial for creating materials that foster a sense of belonging rather than alienation.

What This Means for Your Design

The way a university talks about students who are the first in their family to go to college can sometimes make them feel more like outsiders. Designers need to be careful with their words and pictures.

How to use in your project

1.Use this research to inform the analysis of existing products or services, particularly in how they address or represent specific user demographics.
2.Apply the concept of 'identity work' to understand how users perceive themselves in relation to a product or service.

Add to My Project

Quick Cite

Paragraph starter

This research highlights how institutional communications, such as marketing materials, can engage in 'identity work' that may inadvertently categorize and potentially alienate specific user groups, such as first-generation college students. Designers must be critically aware of the language and imagery employed to ensure inclusivity and foster a sense of belonging for all users.

Source

Dipòsit Digital de Documents de la UAB (Universitat Autònoma de Barcelona)

University Policies in Action: 'Identity Work' and First Generation College Students

journal · 2010

View source

Questions About This Research

What does the research say about university marketing materials can inadvertently reinforce 'otherness' for first-generation students?: Review all communication materials to ensure they promote inclusion and avoid inadvertently highlighting differences that could alienate specific user groups. Evidence: Dipòsit Digital de Documents de la UAB (Universitat Autònoma de Barcelona) (2010).
Why does "University marketing materials can inadvertently reinforce 'otherness' for first-generation students." matter for design?: Designers of communication materials, particularly for educational institutions, need to be mindful of how their messaging can shape user perception and inclusion. Understanding the 'identity work' of specific user groups is crucial for creating materials that foster a sense of belonging rather than alienation.
How can designers apply this research?: Review all communication materials to ensure they promote inclusion and avoid inadvertently highlighting differences that could alienate specific user groups.
What were the main findings?: University marketing materials and institutional documents actively engage in 'identity work' concerning first-generation college students.. The categorization and representation of first-generation students in these materials can inadvertently emphasize their 'otherness' and impact their sense of belonging.. Membership knowledge, or the shared understanding of categories within interactions, plays a significant role in how these identities are constructed and experienced.
What research method was used?: Ethnographic research and Membership Categorization Analysis (MCA).
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2010 journal from Dipòsit Digital de Documents de la UAB (Universitat Autònoma de Barcelona).
What should I do differently in my next project?: When designing any communication or informational material for a diverse audience, conduct a review to identify potential 'identity work' that might exclude or marginalize certain groups. Consider user testing with representatives from target demographics.
What are the limitations?: The study is specific to one university in the southwestern United States and may not be generalizable to all institutions or cultural contexts.