Monday, January 24, 2000

Virtual Universities Dream of Fight Songs and Tournaments -- Online, of Course By JEFFREY R. YOUNG How do you build school spirit at a university where the only campus is a Web site and students never even see each other? Leaders of several virtual institutions have discussed a variety of peppy possibilities, such as adopting mascots, composing fight songs, and even sponsoring video-game tournaments. But so far, no one's singing about their online classes or watching a digital mascot do cartwheels in a Photoshopped stadium. "We want to generate a lot of enthusiasm and spirit among our students," says Deborah White, director of communications and public relations for Michigan Virtual University. "That's very hard to do in a virtual world." She says that officials at the university discussed setting up some kind of online video-game contest among virtual institutions, but that so far they've been too busy getting their own program up and running. "Now we're concentrating on content and delivery. After that we'll work on some of the promotion," she says. "What I'd love to see is a school song where people are repeating 'Michigan Virtual University' over and over." In Kentucky, a new virtual university printed T-shirts emblazoned with "Kentucky Commonwealth Virtual University Athletic Department" and handed them out to employees. It's an inside joke, meant to "take a tongue-in-cheek poke at the virtual aspect of our institution," says the university's chief executive officer, Mary Beth Susman. "In lighter moments during phase one, we'd joke about needing a mascot and a fight song and a pep club," she adds. At Western Governors University, officials like to say that their football team is undefeated, says Amy Tejrel, a university spokeswoman. Of course, the institution has no football team. "We don't have a mascot or fight song or anything," she adds. "It's a really interesting concept, though. There's no reason why we shouldn't have one." Before it cut back its operations, California Virtual University held a contest to pick a mascot for the institution, and officials said that "The Surfers" was the leading contender. Some virtual students say they'd be happy with a mug, sweatshirt, or notebook with a university logo on it, even if they have to buy the memorabilia themselves. Pamela Pease, president of Jones International University, says such merchandise is frequently requested by students, and the university is expanding its virtual campus bookstore to carry such items. "Students are working hard toward earning a degree and they're proud of it and want to show it off," says Ms. Pease, who notes that the university recently redesigned its logo. "I'm pleased that we have that kind of interest, that they're identifying with the university and they want some sort of branding." She says that since most Jones students are working professionals, they are more concerned with business networking than cheering for a sports team. With that in mind, the university is working to add more interactive chat areas to the institution's home page to facilitate such networking, Ms. Pease says. "Our students value interactions." Background story from The Chronicle: A Virtual University Solicits Team Names and Mascots (10/10/1997) Easy-to-print version E-mail this article

Federal regulators suspend university medical studies in Pennsylvania and Alabama President calls for substantial spending increases in science and technology Supreme Court to hear challenge to federal disabilities law Student stress is rising, especially among women, survey finds Universities won't sign product-licensing deals with countries that ban unions Education Dept. disavows approval of Florida governor's plan to end race-based admissions Survey commissioned by Seton Hall finds that many college dorms lack sprinklers E-mail message causes alarm with false claim that 14 black colleges are to close Health information for students, in a language they understand Virtual universities dream of fight songs and tournaments -- online, of course