College sites lack key features, researchers find

Research poster on media richness on university websites

Click on the image to see the research poster.

University websites are among the top information resources for high school students considering which school to attend, but many are lacking in the features that prospective students find most engaging.

A study by researchers at North Carolina A&T found that media richness — features that most closely resemble face-to-face communication — are widely lacking among a sample of 94 university homepages.

If university home pages don’t increase the media richness of their sites, they stand to lose students in the high-stakes recruiting game, the researchers say.

More details on the study are here.

The study was conducted by Adrian Gray, a junior in the Department of Journalism and Mass Communications . Gray was assisted in the content analysis by journalism professors Kim Smith, Ph.D., and Arthea Perry, MFA.  Their project won first place in the university’s annual Undergraduate Research Day poster competition.

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