Misrepresentation on the Misrepresentation on the Princeton University HomepagePrinceton University Homepage

PSY/ORF 322PSY/ORF 322Final Project PresentationFinal Project Presentation

10 May 200410 May 2004

Lizzy Louis ‘04Lizzy Louis ‘04Cory Jerch ‘04Cory Jerch ‘04

Advisor: Prof J. CooperAdvisor: Prof J. Cooper

Motivation: Double-Dippin’ TaufiqMotivation: Double-Dippin’ Taufiq

OutlineOutlineProject Objective & ApproachProject Objective & ApproachBackground on Princeton’s HomepageBackground on Princeton’s HomepageMisrepresentationMisrepresentation

ProblemProblemSourceSourceConsequencesConsequences

Possible SolutionsPossible SolutionsConclusion & QuestionsConclusion & Questions

Project Objective & ApproachProject Objective & Approach Identify:Identify:

Misrepresentations: 8 months Misrepresentations: 8 months of homepage photosof homepage photos

Source: interview webmaster Source: interview webmaster Consequences: survey Consequences: survey

members of PU communitymembers of PU community Suggest possible solutionsSuggest possible solutions

Urban sociologist Prof. Doug Massey on the scene in front of Hamilton Jewelers

Background on PU HomepageBackground on PU HomepagePrinceton’s window to the worldPrinceton’s window to the worldStarted in 1994, unchanged sinceStarted in 1994, unchanged sinceMain photograph changes ~3 times Main photograph changes ~3 times

weeklyweekly Important that the webpage portrays an Important that the webpage portrays an

accurate representation of the Princeton accurate representation of the Princeton University communityUniversity community

Misrepresentation: ProblemMisrepresentation: Problem

Graduate & engineering Graduate & engineering students, athletes are students, athletes are underrepresentedunderrepresented 2% of photos involved 2% of photos involved

athletics in 2003-2004 athletics in 2003-2004 (70% pop)(70% pop)

3% of photos involved 3% of photos involved engineering in 2003-2004 engineering in 2003-2004 (18% pop)(18% pop)

Faculty, staff, and fine Faculty, staff, and fine arts are overrepresentedarts are overrepresented Prof. Valerie Smith (AAS)Prof. Valerie Smith (AAS) Prof. Paul ChaikinProf. Paul Chaikin

PU Populations and Frequencies on Homepage

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

U-Grad Grad Fac/Staff

Perc

ent/1

00Population Homepage Frequency

Misrepresentation: ProblemMisrepresentation: Problem

SEAS Populations and Homepage Picture Frequency

0.000

0.050

0.100

0.150

0.200

0.250

0.300

Undergrads Graduate Students Faculty

Perc

ent U

nive

rsity

Pop

ulat

ion

(x

0.01

)

SEAS University Population SEAS Homepage Pictures

Breakdown of 78 photos in which department was specified:Breakdown of 78 photos in which department was specified: 67% Non-technical: social science, humanities67% Non-technical: social science, humanities 27% Technical: math, natural science27% Technical: math, natural science 6% Engineering6% Engineering

Misrepresentation: SourceMisrepresentation: Source Office of Communications Office of Communications

is in charge of PU is in charge of PU homepagehomepage Staffed by professionals with Staffed by professionals with

backgrounds in liberal arts, backgrounds in liberal arts, English, journalism, etc.English, journalism, etc.

Staff is more likely to pick Staff is more likely to pick topics in their subject area for topics in their subject area for PU homepagePU homepage

Promote President TilghmanPromote President Tilghman Squeaky Wheel: Groups Squeaky Wheel: Groups

are not proactive about are not proactive about advertisingadvertising

Misrepresentation: ConsequencesMisrepresentation: Consequences Engineers are least impressed with PU homepage, they visit least Engineers are least impressed with PU homepage, they visit least

frequentlyfrequently

Impressions of Homepage

3.303.353.403.453.503.553.603.653.703.75

Humanities Social Sciences NaturalSciences

Engineering

Academic Area

Ratin

g (5

is H

ighe

st R

atin

g)

Misrepresentation: ConsequencesMisrepresentation: Consequences

Frequency of PU Homepage Visits

4.004.104.204.304.404.504.604.70

Humanities Social Sciences NaturalSciences

Engineering

Academic Area

Ratin

g (5

is M

ost F

requ

ent)

Misrepresentation: ConsequencesMisrepresentation: Consequences

Engineers not Engineers not attracted to Princeton?attracted to Princeton?

Athletes more likely to Athletes more likely to attend elsewhere?attend elsewhere?

Grad students bitter?Grad students bitter?

Only photos featuring athletics (Sep ’03 – Apr ’04)

Possible SolutionsPossible SolutionsDiversify Office of CommunicationsDiversify Office of CommunicationsEstablish a quota system for PU Establish a quota system for PU

homepage pictures based off population homepage pictures based off population distributionsdistributions

Encourage groups to submit Encourage groups to submit advertisements to PU homepageadvertisements to PU homepage

Conclusions & QuestionsConclusions & Questions PU homepage under- and PU homepage under- and

over-represents various over-represents various groups on campusgroups on campus

May be due to webmaster May be due to webmaster preference or lack of group preference or lack of group activismactivism

Under-representation may Under-representation may alienate groups, over-alienate groups, over-representation portrays a representation portrays a skewed image to worldskewed image to world

Don’t loose any sleep over Don’t loose any sleep over this though!this though!

Another double dipper: Prof. Chaikin