Mediatization of Academia in Israel: Advertising by Universities and Colleges
Gili Drori and Lior Beserman-Navon, firstname.lastname@example.org
This study focuses on changes in Israeli academia that have resulted from the permeation of mediatized logic into the operations and identity definitions of academic organizations. Mediatization sets visibility and image as necessary conditions for survival, and defines publicity and marketing practices as the means for defining identity and social relevance. Higher education institutions in Israel have made clear their reliance on certain types of publicity. Drawing on content analysis of advertisements by Israeli institutions of higher education in the print press during 2000-2015, we found a growing reliance on the use of commercial-style marketing over a public-notice style of advertising. We also discovered that Israeli research universities, as opposed to colleges, still remain reliant on a public-notice style of advertising. We argue that the media's technical, aesthetic and institutional practices – which include communication, advertising, and PR – have restructured academic-societal relationships. In this way, they not only reconstruct the identity and operations of academia, but also solidify the status of the media as the constitutive logic of operations within academia.