2008 Woodie Awards
Blamin' the name
S.P. Sullivan is a Collegian columnist. He can be reached at spsulliv@dailycollegian.com
Issue date: 9/2/08 Section: Editorial / Opinion
Would a state university by any other name still smell as cheap?
That's what University of Massachusetts-Amherst officials are asking themselves and the alumni who have a staked interest in increasing the value of their diplomas.
Recently arrived Chancellor Robert Holub and other top UMass administrators are examining what impact the hyphenated "UMass-Amherst" name is having on its national image.
In short, UMass is having an identity crisis of Prince caliber.
This August, the state university formerly known as UMass-Amherst began to consider sexing up its image, according to a recent Boston Globe article.
It is well known that UMass Amherst is moving up in the world, despite its reputation as being the last resort for in-state students or the big mistake for out-of-staters ("You mean it's not in Boston?"). It is no surprise then, that alumni and administrators have begun scratching their heads trying to figure out how to make UMass look like the Best. Research. Institution. Ever.
And the quickest way to do that, apparently, is to copy the big guys: The University of Michigan and Penn State. What towns are they located in? It doesn't matter, because you'll find them. They're among the Best. Research. Institutions. Ever.
But bear in mind that this name change idea is from the school that brought you "New Dirt," those scattered piles of earth that sit for weeks around campus - one of which is currently sprouting vegetation in front of Morrill Science Center.
Here's a thought: if it supports life, it ain't that new. These people are no good at calling it like it is, let alone naming things.
I'm not convinced that any name change is going to elevate our prestige. If anything, being pegged with "Amherst" causes outsiders to confuse us with Amherst College. That's name recognition, for a couple grand less than the kids at AC are paying.
Of course, the town of Amherst doesn't carry the kind of name recognition as the host cities of other major public institutions, such as the University of Tennessee Knoxville, UC Berkeley or the University of Texas-Austin. Outside New England, not a whole lot of people have heard of UMass' hometown.
That's what University of Massachusetts-Amherst officials are asking themselves and the alumni who have a staked interest in increasing the value of their diplomas.
Recently arrived Chancellor Robert Holub and other top UMass administrators are examining what impact the hyphenated "UMass-Amherst" name is having on its national image.
In short, UMass is having an identity crisis of Prince caliber.
This August, the state university formerly known as UMass-Amherst began to consider sexing up its image, according to a recent Boston Globe article.
It is well known that UMass Amherst is moving up in the world, despite its reputation as being the last resort for in-state students or the big mistake for out-of-staters ("You mean it's not in Boston?"). It is no surprise then, that alumni and administrators have begun scratching their heads trying to figure out how to make UMass look like the Best. Research. Institution. Ever.
And the quickest way to do that, apparently, is to copy the big guys: The University of Michigan and Penn State. What towns are they located in? It doesn't matter, because you'll find them. They're among the Best. Research. Institutions. Ever.
But bear in mind that this name change idea is from the school that brought you "New Dirt," those scattered piles of earth that sit for weeks around campus - one of which is currently sprouting vegetation in front of Morrill Science Center.
Here's a thought: if it supports life, it ain't that new. These people are no good at calling it like it is, let alone naming things.
I'm not convinced that any name change is going to elevate our prestige. If anything, being pegged with "Amherst" causes outsiders to confuse us with Amherst College. That's name recognition, for a couple grand less than the kids at AC are paying.
Of course, the town of Amherst doesn't carry the kind of name recognition as the host cities of other major public institutions, such as the University of Tennessee Knoxville, UC Berkeley or the University of Texas-Austin. Outside New England, not a whole lot of people have heard of UMass' hometown.
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