Florida State University, which is across the tracks from my own Florida A&M University, has had some serious problems with sexual violence involving students. One response to this has been the creation of a student driven campaign to address the problem with a brand and marketing:
Students developed the “kNOw More” brand to highlight the dual message of Florida State’s no tolerance stance on sexual violence and education efforts focused on prevention. Students also are leading marketing efforts for a campaign, “Ask. Respect. Don’t Expect,” aimed at raising awareness among their peers about obtaining clear consent for sexual activity and bystander intervention to prevent sexual assault or misconduct.
As an ethical person and a university professor, I certainly support efforts to reduce sexual violence on campuses (and anywhere). However, I found the use of the terms “brand” and “marketing efforts” somewhat disconcerting.
The main reason for this is that I associate the term “brand” with things like sodas, snack chips and smart phones rather than with efforts to combat sexual violence in the context of higher education. This sort of association creates, as I see it, some concerns.
The first is that the use of “brand” and “marketing efforts” in the context of sexual violence has the potential to trivialize the matter. Words, as the feminists rightly say, do matter. Speaking in terms of brands and marketing efforts makes it sound like Florida State sees the matter as on par with a new brand of FSU college products that will be promoted by marketing efforts. It would not seem too much to expect that the matter would be treated with more respect in terms of the language used.
The second concern ties back to a piece I wrote in 2011, “The University as a Business.” This essay was written in response to the reaction of Florida A&M University’s president to the tragic death of Florida A&M University student Robert Champion in a suspected hazing incident. The president, who has since resigned, wrote that “preserving the image and the FAMU brand is of paramount importance to me.” The general problem is that thinking of higher education in business terms is a damaging mistake that is harmful to the true mission of higher education, namely education. The specific problem is that addressing terrible things like killing and sexual violence in terms of brands and marketing is morally inappropriate. The brand and marketing view involve the ideas that moral problems are to be addressed in the same manner that one would address a sales decline in chips and this suggests that the problems are mainly a matter of public relations. That is, the creation of an appearance of action rather than effective action.
One obvious reply to my concerns is that terms such as “brand” and “marketing effort” are now the correct terms to use. That is, they are acceptable because of common use and I am thus reading too much into the matter.
On the one hand, that is a reasonable reply—I might be behind the times in terms of the terms. On the other hand, the casual acceptance of business terms in such a context would seem to support my view.
Another reply to my concerns is that the branding and marketing are aimed at addressing the problem of sexual violence and hence my criticism of the terminology is off the mark. This does have some appeal. After all, as people so often say, if the branding and marketing has some positive impact, then that would be good. However, this does not show that my concerns about the terminology and apparent underlying world-view are mistaken.