Quran Kelly-Battle

Professor Goeller

Research in the Disciplines: 201

March 8, 2015

Research Proposal Final Draft

Title: Brand Before the People

Topic:

I will be discussing the concept of “brand logic,” its effects on intercollegiate crimes and how they are handled. In particular, the subject matter will pertain to Division I athletics in an effort to evoke a notion of protection rather than the uphold of morals by institutions. Exhibits of distaste do not only revolve around college athletes; the internal pressures of universities drive students, coaches, presidents, etc to do the unthinkable for the sake of not compromising their respective brands. On the big time level, it is apparent that the students are the focal points, yet they are mere pawns amidst schemes and grand corruption.

Research Question

Is the recent rise in the exposure of intercollegiate crimes by student athletes and other affiliates due to the impetus of “brand logic?” Is it coincidental or does public upheaval and indecent exposure bring to surface an institute’s will to protect its brand rather than its people? What role and how important is the role of athletics in such endeavors?

Theoretical Frame

Brand logic is a simple theory brought forth by Jennifer M. Proffitt and Thomas F. Corrigan to serve as a reason for cover ups relating to crimes committed by college athletes and those in association. Their personal article, “Penn State’s “Success with Honor”: How Institutional Structure and Brand Logic Disincentivized Disclosure” specifically hones in on the Sandusky - Paterno scandal from some years back. “The brand logic of big - time intercollegiate athletic programs places image and profits ahead of people” (Proffitt, Corrigan, 323). Sports being an immense revenue builder and attraction for schools negate all hesitation to cover up when the brand is at risk of compromise. Some crimes may be by the star player, multiple teams, a coach or an athletic director, but once the recognition of a school’s brand and revenue is damaged, you may or may never hear of that crime for years.

Personally, I am not as interested in the logistics of that particular situation (Sandusky scandal) as I am in the theory of “brand logic” being applied on a much broader scale. Me being a Rutgers student, I am very much aware that my incremental tuition rise is affected by the athletic department’s switch to the Big Ten conference. Furthermore, I am aware that certain indecencies, such as the Mike Rice situation was not given media coverage for a long time. It is apparent that many universities like my own, Penn State, Ohio State, Duke and many more that have sports as a forefront for revenue support are advocates of the “brand logic” theory.

Research and Plan

In a brief section of the previously mentioned article, one author cites John Lahey, president of Quinnipiac University. He states, “If a faculty member with a child had done that same thing, or a dean or a vice president, I don’t think it would have even been a close call that it would have been turned over to the police and be handled as a criminal manner.” This statement is in relation to the Sandusky scandal being kept from police, which brings up the fact that those in affiliation with intercollegiate athletic programs are not tried the same as a “normal” staff member or non student athlete. Maybe the answer lies in another study by Randall D. Smith. In his article, “It Pays to Bend the Rules: The Consequences of NCAA Athletic Sanctions” Smith explores the realm of “white collar crime” and how universities are penalized when violating athletic protocol. He states, “Just as corporate crime can be seen as advancing the goals of the organization, rule-breaking in college athletics can be seen as advancing the goals of the team, athletic programs, or host school.” This ties back into “brand logic” in an effort to justify the means behind an individual’s cause. For instance, Terrelle Pryor was the star quarterback of the renowned Ohio State Buckeyes. Not only that, he was also involved in a scandal where him and fellow teammates exchanged school memorabilia for tattoos and cash. Though a crime such as this is without a doubt an issue, it isn't treated as such. Further investigation showed that the crime was only exposed because it was during a police raid, though the matter was aware much prior to that instance. "Serious rule violations by leading college athletic departments have undermined the traditional role of universities as places where young people learn ethics and integrity" (Cullen 669). Aside from a school's academic excellence, crime rates have been on an incremental rise, which is not a positive for incoming students or schools' reputations.

Personally, I believe brand logic is a large catalyst in the withholding and false investigation of many cases. The alleged raping by the three Duke lacrosse players is an example of this. "Eight years after the Duke lacrosse scandal's scorched-earth effect on everyone involved, scandals intertwining universities with some mix of athletics or privilege or alcohol haven't shown any sign of abating" (Dent, para 12). Whether it is sexual assault, underage drinking, under the table payments, etc, all precautions are taken to protect intercollegiate sports programs.

Bibliography

Bush, Vanessa. "The Price of Silence': The Duke Lacrosse Scandal. the Power of the Elite, and the

            Corruption of Our Great Universities." Booklist(Italic) 2014: 6.Literature Resource Center.

            (Italic)Web. 

Cullen, F.T. Johnson, C.L. Latessa, E.J (2012). “Assessing the Extent and Sources of NCAA Rule Infractions.” Criminology & Public Policy, II: 667 - 706. doi: 10.1111/j. 1745 - 9133. Web. 2012. 00840. 

Dent, Mark. "'The Price of Silence': The Duke Lacrosse Scandal and the Games People Play." Pittsburgh Post-Gazette (PA) 25 Apr. 14: Points of View Reference Center. Web

McCann, Michael. O’Brien, Richard. Beech, Mark. “Alternate Reality.” Sports Illustrated: 2/18/2013. Web. Vol.118 Issue 7 p.20.

Proffitt, M. Jennifer. Corrigan, F. Thomas. “Penn State’s Success with Honor. How Institutional Structure and Brand Logic Disincentivized Disclosure.” Cultural Studies/Critical Methodologies. 12.4 (2012): 322. 325. Web. 2 Mar 2015

Smith, D. Randall. “It Pays to Bend the Rules: The Consequences of NCAA Athletic Sanctions.” Sociological Perspectives: Web. Mar 2015. Vol. 58 Issue 1, p.97 - 119. 23p

Zinser, Lynn. “Florida St. Penalized for Fraud.” New York Times, (1923 - Current file): 1 Mar   07 2009. Pro Quest. Web. 2 Mar 2015.