A Uses and Gratifications Approach to Communicating with Prospective Graduate Students in Agricultural and Environmental Sciences
DOI:
https://doi.org/10.5032/jae.v66i1.2461Keywords:
graduate student recruitment, self-actualization needs, communication channel uses, recruitment communication, uses and gratifications theoryAbstract
Universities often overlook prospective graduate students—significant contributors to research productivity—as an audience requiring strategic recruitment communication. Uses and gratifications theory posits audiences intentionally select specific communication channels to fulfill self-actualization needs. Therefore, the purpose of this study was to explore how high-achieving graduate students fulfilled self-actualization needs using communication channels during their graduate school recruitment processes. This qualitative study utilized semi-structured interviews with 19 graduate students from the College of Agricultural and Environmental Sciences at the University of Georgia. Deductive analysis revealed participants’ cognitive needs were fulfilled by websites, interpersonal communication, emails, peer-reviewed journal articles, and social media. Affective needs were fulfilled by emails, in-person visits, and reputation. Personal integrative needs were fulfilled by emails, websites, direct communication, and peer-reviewed journal articles. Social integrative needs were fulfilled by personal connections, in-person visits, emails, and social media. Emails fulfilled four self-actualization needs and should be prioritized during recruitment. Websites, journal articles, and social media gave students a holistic view of university life and provided them with the confidence to explore the university further. Results additionally implied the importance of interpersonal communication and professional relationships.
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