Material Type  

 학위논문

 

0017165125

Date and Time of Latest Transaction  

20250211153126

ISBN  

9798346855385

DDC  

378

Author  

Martin, Patricia Alejandra.

Title/Author  

Digital Advertising and the College Search: A Critical Ethnography of Students of Color From the San Joaquin Valley.

Publish Info  

[S.l.] : University of California, Los Angeles., 2024

Publish Info  

Ann Arbor : ProQuest Dissertations & Theses, 2024

Material Info  

247 p.

General Note  

Source: Dissertations Abstracts International, Volume: 86-06, Section: A.

General Note  

Advisor: Jaquette, Ozan.

학위논문주기  

Thesis (Ph.D.)--University of California, Los Angeles, 2024.

Abstracts/Etc  

요약This dissertation examines how first-generation high school Students of Color from California's San Joaquin Valley navigate digital marketing and advertising during their college search and application processes, offering a timely contribution to the study of college admissions in a post-affirmative action landscape. Higher education institutions are competing for the attention of prospective students, yet the overwhelming influx of online information- through emails and social media advertisements-often leaves students confused and fatigued. This is particularly critical for underrepresented communities, where providing clear, credible information can make a significant difference in students' college decisions. Using a 14-month Chicana/Latina Feminista Critical Ethnography (CLCFE), I explore how first-generation, low-income, high-achieving Latinx and Students of Color from the San Joaquin Valley make sense of digital advertising in their college search. The study employs platicas (a Chicana/Latina Feminista methodology focused on community reflection), participant observations, document collection of 2,000 digital advertisements (e.g., emails and social media posts), and a focus group to examine how these students interact with digital marketing during their college decision-making process. Informed by the conceptual frameworks of college-conocimiento (Acevedo-Gil, 2017), academic capitalism (Slaughter et al., 2004), and critical digital studies, this study, explores how technology shapes the social dynamics of college application processes for Students of Color. Findings reveal that students primarily rely on Google searches and social media platforms to navigate their college search, creating a feedback loop where exposure to college advertisements influences their subsequent interactions and decisions. Despite seeking information about California's public universities (UC and CSU systems), students are bombarded with advertisements promoting private and out-of-state institutions, further complicating and overwhelming their college application process. This dissertation makes a significant contribution to the college choice literature by critically examining the role of digital technologies in students' decision-making, a topic that has been largely overlooked. It also offers new insights for the field of enrollment management, which has focused on marketing strategies but often neglected the impact of these efforts on students' choices. Finally, the findings have important implications for policy and practice, particularly in developing culturally relevant digital marketing strategies to engage prospective students from underserved communities across California.

Subject Added Entry-Topical Term  

Higher education.

Subject Added Entry-Topical Term  

Sociology.

Subject Added Entry-Topical Term  

Educational sociology.

Subject Added Entry-Topical Term  

Education.

Index Term-Uncontrolled  

College access

Index Term-Uncontrolled  

College choice

Index Term-Uncontrolled  

Chicana/Latina Feminista Critical Ethnography

Index Term-Uncontrolled  

Digital advertising

Index Term-Uncontrolled  

Enrollment management

Index Term-Uncontrolled  

Higher education marketing

Added Entry-Corporate Name  

University of California, Los Angeles Education 0249

Host Item Entry  

Dissertations Abstracts International. 86-06A.

Electronic Location and Access  

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Control Number  

joongbu:655639