Date of Award

Spring 2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Carolyn Cunningham

Second Advisor

Dr. Cher Desautel

Third Advisor

Dr. Sara Johnston

Abstract

In 2010 funding for higher education was negatively impacted by Washington’s economic environment. University of Washington executives launched UWImpact to encourage advocacy on behalf of the institution. This case study explores which aspects of UWImpact’s approach created a culture that influenced the State Legislature to allow UW to develop a funding mechanism. Methods used to construct the project include: Evaluation of UWImpact materials and website, plus five news articles, reviewed for recurrences of specific adjectives; data obtained from (Vocus) software, and augmented by participant-observations during informal interviews at three events. The data was gathered from December 2010 through April 2011. The data was used to pinpoint the types of messages (persuasive rhetoric) and messengers used to create a culture of advocacy. The literature review illustrated the role of messengers in inviting action (Social Judgment), and the strategy (media relations) behind influencing legislators to ensure a vote (Reasoned Action) in favor of the UW and are paramount to UWImpact’s success. Future research should evaluate similar efforts by peer institutions.

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