This one is for all you communication majors and media junkies. A scholarly article has just been published analyzing how Duke University spun the press around the accusations of rape made against members of the Duke lacrosse team. Duke’s administration and press team made the story into a narrative about the school’s integrity and commitment to a reasoned, deliberative process, deflecting attention away from the questions of race, gender, and entitlement that were raised by the case. I will reiterate, for those who will rush to the defense of the lacrosse team here that the things agreed by all sides to have happened include a party with underage drinking (see the previous post about the culture of being above the law intertwined with underage drinking on campus), the hiring of strippers, racial insults being thrown at said strippers, and the circulation of an email after the party about the mutilation and murder of the strippers. All of these things, in addition to the allegations that were eventually dismissed, might reasonably have been expected to generate substantial discussion around gender, race and violence on the part of Duke’s administration, and I find it fascinating, although unsurprising, that it did not.
A disappointing aspect of Duke’s public relations effort is that it was largely reactive, not proactive. Yes, Duke did conduct internal investigations of the lacrosse team’s past behaviors, the timeliness of the university’s response to the allegations, the student judicial process, its own student culture, and the university’s internal policies. Although a Duke committee identified 28 steps the university could take to moderate its ‘‘culture of excess,’’ including the recruitment of women and minority faculty and the promotion of nonalcoholic events, Duke did not suggest education about rape and sexual assault. Johnson & Johnson’s handling of the Tylenol case is often cited as a best practice in public relations: After seven customers died from ingesting cyanide-laced Tylenol capsules, the company led an effort to design tamper-proof packaging of over-the-counter drug products. Johnson & Johnson’s public relations effort considered the public interests; Duke’s effort focused on its own reputation.
The whole article is available online here to people whose universities have a subscription – otherwise check your library. The whole journal looks pretty fascinating…



