Overall Writing Task:
For your Visual Analysis Essay, I’d like you to consider what we have discussed about various higher education business models thus far. I would then like you to study and analyze one pre-assigned Illinois college/university website listed below. The approach to this assignment shares some traits with the Rhetorical Analysis you just wrote, except this time you are interpreting visual rhetoric. Hint: Will the use of logical, ethical, and/or emotional appeals pop up once again? Very likely.
I would love to be able to let everyone pick whichever site they are most interested in, but the logistics would be tough as we might end up with a lopsided number of critiques. More importantly, the goal of this assignment will be to figure out how each college or university markets its respective brand and the subtle visual differences they use to do it.
Below are the colleges and universities we will be analyzing [links to their respective websites are posted in this module]:
Group 1: Joliet Junior College – Yep–the place where you are currently enrolled. A large public community college.
You will be writing about the JJC website:
https://www.jjc.edu/about-jjc [Links to an external site.]
Word Count/Formatting:
Your essay should be at least 1250 words in length, excluding any prefatory text and the Works Cited page. There is no need for a separate title page. Essays should be correctly formatted in accordance with MLA style, preferably using Microsoft Word [available to you through JJC]. Note: Incorrectly formatted essays that cannot be opened will still be counted late.
Be mindful to accurately incorporate in-text citation where appropriate [this will likely come directly from the website], and please use any direct quotes or paraphrasing responsibly. Your Works Cited page should appear separate from the last page of text and should include your assigned college website [plus any textual sources you consult]. Please double-space throughout, and use a 12-point Times New Roman font.
Gearing up to write your paper:
After getting an overall feel for the visual and navigational features of your assigned websites, think about what your respective institutions are trying to sell. Based purely on specific photos, graphics, and animation, how much emphasis [if any] is placed on traditional college social experiences such as
dorm life/students chatting in commons areas
late-night coffee breaks
pizza parties
boutique foodservice dining options [sushi bars, espresso drinks, etc.]
frisbee on the quad
ping pong, hacky sack, billiards, video games, etc.
local clubs and venues
football games/athletics
parades
Greek life/social clubs
study abroad programs
Next, try to figure out how much weight is placed on academics, and how seriously the college/university in question appears to consider various aspects/levels of scholarship.
Images and graphics might include
the school library
Gothic architecture/old buildings
ivy-covered walls
students hitting the books
students conferencing with their professors
students raising their hands in lecture halls
scientific-looking graphics
graduation ceremonies
clean, modern fonts
calligraphic, “academic-style” fonts [like what you see on a diploma]
study abroad programs
Some things to consider as you start to put a draft together:
It may be a good idea to compose a simple outline like the one developed below–especially if it helps keep your essay on track.
The introduction to your essay is a good place to provide some general background information for the institution you have been assigned: Topics might include things like school history, location, size, recognized programs, student population, athletics, and/or notable alumni.
Any expository information [textual or otherwise] taken from your websites as a means of describing your school must be paraphrased responsibly or placed in direct quotes. Any relevant in-text citation should be linked to a Works Cited page as necessary.
It’s generally a good idea to let your audience know what you perceive.
THIS SHOULD BE ALL THE MATERIAL THE WRITER NEEDS.
Let me know if it’s still messed up
Overall Writing Task:
For your Visual Analysis Essay, I’d like you to consider what we have discussed about various higher education business models thus far. I would then like you to study and analyze one pre-assigned Illinois college/university website listed below. The approach to this assignment shares some traits with the Rhetorical Analysis you just wrote, except this time you are interpreting visual rhetoric. Hint: Will the use of logical, ethical, and/or emotional appeals pop up once again? Very likely.
I would love to be able to let everyone pick whichever site they are most interested in, but the logistics would be tough as we might end up with a lopsided number of critiques. More importantly, the goal of this assignment will be to figure out how each college or university markets its respective brand, and the subtle visual differences they use to do it.
Below are the colleges and universities we will be analyzing [links to their respective websites are posted in this module]:
Group 1: Joliet Junior College – Yep–the place where you are currently enrolled. A large public community college.
William, Kamaria, Sydney, Zachary, and Danielle will be writing about the JJC website:
https://www.jjc.edu/about-jjc [Links to an external site.]
Group 2: North Central College [Naperville] – A private liberal arts college.
Christian, Mckensie, Sean, Josh, and Kaleb will be writing about the North Central website:
https://www.northcentralcollege.edu [Links to an external site.]
Group 3: The University of Illinois [Urbana-Champaign] – A large public land grant university. Flagship university for the U of I system.
Liana, Matthew, Madison, Daiyah, and Chastity will be writing about the U of I website:
https://illinois.edu [Links to an external site.]
Group 4: The University of Chicago [Hyde Park] – A selective private research university
Adriana, Cassandra S., Daniel, and Cassandra W. will be writing about the U of C website:
https://www.uchicago.edu [Links to an external site.]
Note: Writing groups have been listed in alphabetical order to remain as fair and objective as possible.
Word Count/Formatting:
Your essay should be at least 1250 words in length, excluding any prefatory text and the Works Cited page. There is no need for a separate title page. Essays should be correctly formatted in accordance to MLA style, preferably using Microsoft Word [available to you through JJC]. Note: Incorrectly formatted essays that cannot be opened will still be counted late.
Be mindful to accurately incorporate in-text citation where appropriate [this will likely come directly from the website], and please use any direct quotes or paraphrasing responsibly. Your Works Cited page should appear separate from the last page of text, and should include your assigned college website [plus any textual sources you consult]. Please double-space throughout, and use a 12-point Times New Roman font.
Gearing up to write your paper:
After getting an overall feel for the visual and navigational features of your assigned websites, think about what your respective institutions are trying to sell. Based purely on specific photos, graphics, and animation, how much emphasis [if any] is placed on traditional college social experiences such as
dorm life/students chatting in commons areas
late night coffee breaks
pizza parties
boutique food service dining options [sushi bars, espresso drinks, etc.]
frisbee on the quad
ping pong, hacky sack, billiards, video games, etc.
local clubs and venues
football games/athletics
parades
Greek life/social clubs
study abroad programs
Next, try to figure out how much weight is placed on academics, and how seriously the college/university in question appears to consider various aspects/levels of scholarship.
Images and graphics might include
the school library
Gothic architecture/old buildings
ivy-covered walls
students hitting the books
students conferencing with their professors
students raising their hands in lecture halls
scientific-looking graphics
graduation ceremonies
clean, modern fonts
calligraphic, “academic-style” fonts [like what you see on a diploma]
study abroad programs
Some things to consider as you start to put a draft together:
It may be a good idea to compose a simple outline like the one developed below–especially if it helps keep your essay on track.
The introduction to your essay is a good place to provide some general background information for institution you have been assigned: Topics might include things like school history, location, size, recognized programs, student population, athletics and/or notable alumni.
Any expository information [textual or otherwise] taken from your websites as a means of describing your school must be paraphrased responsibly or placed placed in direct quotes. Any relevant in-text citation should be linked to a Works Cited page as necessary.
It’s generally a good idea to let your audience know what you perceive to be the target student demographic for each institution. For example: “Joliet Junior College attracts a sizable and diverse student body; JJC’s proximity to a large city means that…” There will likely be some overreaching similarities amongst most institutions. The differences may be subtle at first, but you should be able to identify at least a few.
As you start to get into the body paragraphs of your essay, decide which specific visual elements you would like analyze. Think about the various links/buttons/subject headings found on these collegiate websites, and directly refer to them in your text. Do your best to retain an analytical tone, with strong transitional phrases. For example:
“The ‘Academics’ page found on the Joliet Junior College website features an image of the school’s wolf mascot holding a diploma. The mascot in this case provides a friendly symbol of school pride and tradition that can entice students to…”
“The University of Chicago’s homepage is a visual study in serious academic rigor. Although The University of Chicago is not technically an Ivy League school, it is clear this institution is doing all it can to compete with such elite universities. Images of students in lab coats showcase the school’s desire to…”
“The University of Illinois homepage presents a solid portrayal of academic heritage, but also focuses on the benefits of Greek life. Pictures of the extravagant new fraternity houses on campus are prominent, giving one the impression that…”
“The ‘Careers’ page found on North Central’s site is relatively easy to navigate. However, North Central’s extensive number of internship programs means little room for visual imagery. There are a few thumbnail size photos of students with resumes, but the page mainly features text and hyperlinks. North Central College, located in downtown Naperville, makes ample use of its “Activities” page to show off the great nightlife found in this popular western suburb. Images of young college kids eating out at trendy restaurants dominates…”
This is basically the sort of academic tone you are striving for. I don’t know if any of the items described above actually exist online… they might. Hope these hypothetical examples help. You may strike whatever balance you feel is most appropriate in describing and criticizing visual aspects of each college’s balance between the social and the academic.
A very basic sample outline:
Introduction
Describes the institution in question, gives a brief overview of their history, and provides any relevant information you find about well-known programs, famous alumni, sports programs, or college-wide accomplishments.
Describes what you believe to be the target student demographic for the institution.
Ends with a broad overview of what you consider to be significant visual elements found on the website, and how you feel these visual elements might be important in attracting potential students.
Body Paragraph 1
For description and analysis:
Website Homepage – major impressions based on text and images – What sort of visual hook is the institution using on the first page most potential students see? Why is it significant to what you imagine is the intended student demographic?
Body Paragraph 2
For description and analysis:
“Academics” Page – major impressions based on text and images – What sort of tone is the institution attempting to convey in terms of academic rigor? Why is it significant to what you imagine is the intended student demographic?
Body Paragraph 3
For description and analysis:
“Activities” Page – major impressions based on text and images – What sort of social life do you believe may be available at the institution, based on text and images? Why is it significant to what you imagine is the intended student demographic?
Conclusion
Sums up what you have learned about each institution, leaving your audience with an opportunity to explore the websites you have analyzed, and perhaps make some decisions about what constitutes a good academic fit.
Best of luck on this. Please keep me posted if you have any questions!
