Differences in the usefulness of communication channels, as experienced by gender and ethnic groups during their university selection process

dc.contributor.authorWiese, Melanie
dc.contributor.authorJordaan, Yolanda
dc.contributor.authorVan Heerden, Cornelius Hendrik, 1957-
dc.contributor.emailmelanie.wiese@up.ac.zaen
dc.date.accessioned2010-04-08T06:27:43Z
dc.date.available2010-04-08T06:27:43Z
dc.date.issued2010-03
dc.description.abstractRecruiting students to enrol at a particular institution is becoming a competitive and challenging process for higher education institutions. Therefore, institutions should create efficient and effective ways of providing relevant information to prospective students during their process of selecting an institution. The major communication channels that prospective students consult during their selection process, and the usefulness thereof for students, are important knowledge imperatives for higher education institutions. In this study, 12 different channels of communication, considered by students during a typical higher education institution selection process, were investigated. A non-probability convenience sample of 1 241 first-year students from six higher education institutions in South Africa was drawn. Findings suggest that female students attach a significantly higher value to nine of the 12 communication channels, compared to their male counterparts. There were also differences between the ethnic groups in terms of the usefulness of events on campus, high school teachers, open days and campus visits, as well as university publications. Higher education institutions can use the results to develop communication strategies that are more student oriented, in order to reinforce their image and to reach students more effectively through the appropriate communication channels.en
dc.identifier.citationWiese, M, Jordaan, Y, Van Heerden, CH 2010, 'Differences in the usefulness of communication channels, as experienced by gender and ethnic groups during their university selection process', Communicatio: South African Journal of Communication Theory and Research / Communicatio: Suid-Afrikaanse Tydskrif vir Kommunikasieteorie en -navorsing, vol. 36, no. 1, pp. 112-129. [http://www.informaworld.com/RCSA or http://www.journals.co.za/ej/ejour_commu.html]en
dc.identifier.issn0250-0167
dc.identifier.other10.1080/02500160903525064
dc.identifier.urihttp://hdl.handle.net/2263/13850
dc.language.isoenen
dc.publisherUnisa Press and Taylor & Francisen
dc.rightsUnisa Press and Taylor & Francisen
dc.subject.lcshCommunication and education -- South Africaen
dc.subject.lcshUniversities and colleges -- South Africa -- Communication systemsen
dc.subject.lcshCollege choice -- South Africaen
dc.subject.lcshStudents -- South Africa -- Attitudesen
dc.subject.lcshEthnic attitudes -- South Africaen
dc.subject.lcshGender identity in education -- South Africaen
dc.titleDifferences in the usefulness of communication channels, as experienced by gender and ethnic groups during their university selection processen
dc.typePostprint Articleen

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