Image Driven
A Lasallian must not be swayed by typical labels of greatness and constructs of excellence so heavily marketed in DLSU.
Politics places the utmost importance on images. Politicians depend on it for their survival in office. Apart from their contributions to society, it is the image they portray to the public – by the way they talk when interviewed, by the stands they take regarding certain issues and more – that determines whether or not they will succeed in politics.
Such pivotal role that image plays is also very much relevant among schools. Normally seen as the school for the economically fortunate but intellectually inferior, De La Salle University's institutional image is much more complex than this simple label. After almost a century of hard work, the University has gained a formidable foothold in the local academic scene, as evidenced by PAASCU Level IV accreditation status and membership in the ASEAN University Network.
Such a simplistic label then does not do the University justice. However, seeing DLSU as plainly an academic mover is still not enough. Going back to the politician analogy, image is not built by performance alone.
How DLSU handles issues both internal and external weigh in heavily on how other people view the institution. They affect popular perceptions of the school, Lasallians in the former and the national community in the latter.
Outward image
Clearest evidences of the latter, as this is the more sensitive of the two, are the Brothers’ stand on the Gloriagate scandal and the issue on ineligible Green Archers. What is clear in the two situations is that both were calculated risks. If either turns out negatively, the consequences will undermine the very foundations of DLSU.
The Brothers’ stand on the “Hello Garci?” tapes was a courageous act, a prominent first among all universities. While many people admired the courage of the Brothers, some parties were disdained by the political activity undertaken by DLSU. The University inexorably projected an image of high moral integrity, since it is calling for a “supreme sacrifice” on the grounds that President Gloria Macapagal-Arroyo had lost moral ascendancy to rule. Political retribution on the University may prove to be a fatal aftereffect.
Whether or not this high moral image will backfire on DLSU will be tested in the Benitez-Gatchalian ineligibility debacle. The possible effects springing from media sensationalizing are disconcerting. Suspension in the UAAP and the branding of DLSU as granting special admission to athletes may mar its image for a long time. Consequently, there may be fewer freshman applicants and an inherent doubt in high school seniors regarding the validity of DLSU’s application process.
Evidently, image is drawn from leadership. The Brothers had prerogative to release their political stand although it is not the consensus of all. Similarly, the Administration was compelled to release its statement regarding ineligible athletes after hearing that the PEPTCR papers of the two athletes were possibly faked.
For now, the drama unfolds.
Embedded culture
Prior to the eruption of the two aforementioned controversies, DLSU has maintained a rather serene image for some years. During that time and relevant up to present, the pride Lasallians possess draws strength from this image. The assurance that DLSU is if not second the best in the country may be the reason for the prevalent culture of mediocrity and apathy in the university.
This mediocrity is everywhere. In academics, many students have already contented themselves with the 1.0 mark. The so-so in the best institution would still be excellent out in society anyway. In the context of career opportunities upon graduation, it is a popular belief that a DLSU diploma will carry the name of the student well into employment.
In student governance, mediocrity turns into apathy, where some do not even exercise their right to vote. Issues arise but students merely shrug them off, believing that dilemmas will be solved even without their participation.
From every batch of Lasallians arise the few politically and academically mindful. Often earning key leadership posts in student organizations, they position themselves for a lucrative career. One would expect them to be at the forefront of political reform upon graduation. However, a significant number of these outstanding students land in huge corporations.
Political initiative and standing up for students is neatly converted to maximizing profit for the company. Direct contribution to society gives way to indirect contribution – working for the company to enhance the lives of the Filipino consumer. The companies they used to ask solicitations from become the companies that they work for.
In this manner, questions will arise.
Crafting of an image
These unrelated occurrences all interplay in the crafting of image of DLSU. In turn, people are influenced by the stereotype the image establishes. But, there is no default destiny or career path for Lasallians. There is no “default Lasallian” anyone entering 2401 Taft should become. Anyone entering DLSU needs only to maximize his/her stay in the University and in the process, eliminate mediocrity, apathy and misconceptions.
Such pivotal role that image plays is also very much relevant among schools. Normally seen as the school for the economically fortunate but intellectually inferior, De La Salle University's institutional image is much more complex than this simple label. After almost a century of hard work, the University has gained a formidable foothold in the local academic scene, as evidenced by PAASCU Level IV accreditation status and membership in the ASEAN University Network.
Such a simplistic label then does not do the University justice. However, seeing DLSU as plainly an academic mover is still not enough. Going back to the politician analogy, image is not built by performance alone.
How DLSU handles issues both internal and external weigh in heavily on how other people view the institution. They affect popular perceptions of the school, Lasallians in the former and the national community in the latter.
Outward image
Clearest evidences of the latter, as this is the more sensitive of the two, are the Brothers’ stand on the Gloriagate scandal and the issue on ineligible Green Archers. What is clear in the two situations is that both were calculated risks. If either turns out negatively, the consequences will undermine the very foundations of DLSU.
The Brothers’ stand on the “Hello Garci?” tapes was a courageous act, a prominent first among all universities. While many people admired the courage of the Brothers, some parties were disdained by the political activity undertaken by DLSU. The University inexorably projected an image of high moral integrity, since it is calling for a “supreme sacrifice” on the grounds that President Gloria Macapagal-Arroyo had lost moral ascendancy to rule. Political retribution on the University may prove to be a fatal aftereffect.
Whether or not this high moral image will backfire on DLSU will be tested in the Benitez-Gatchalian ineligibility debacle. The possible effects springing from media sensationalizing are disconcerting. Suspension in the UAAP and the branding of DLSU as granting special admission to athletes may mar its image for a long time. Consequently, there may be fewer freshman applicants and an inherent doubt in high school seniors regarding the validity of DLSU’s application process.
Evidently, image is drawn from leadership. The Brothers had prerogative to release their political stand although it is not the consensus of all. Similarly, the Administration was compelled to release its statement regarding ineligible athletes after hearing that the PEPTCR papers of the two athletes were possibly faked.
For now, the drama unfolds.
Embedded culture
Prior to the eruption of the two aforementioned controversies, DLSU has maintained a rather serene image for some years. During that time and relevant up to present, the pride Lasallians possess draws strength from this image. The assurance that DLSU is if not second the best in the country may be the reason for the prevalent culture of mediocrity and apathy in the university.
This mediocrity is everywhere. In academics, many students have already contented themselves with the 1.0 mark. The so-so in the best institution would still be excellent out in society anyway. In the context of career opportunities upon graduation, it is a popular belief that a DLSU diploma will carry the name of the student well into employment.
In student governance, mediocrity turns into apathy, where some do not even exercise their right to vote. Issues arise but students merely shrug them off, believing that dilemmas will be solved even without their participation.
From every batch of Lasallians arise the few politically and academically mindful. Often earning key leadership posts in student organizations, they position themselves for a lucrative career. One would expect them to be at the forefront of political reform upon graduation. However, a significant number of these outstanding students land in huge corporations.
Political initiative and standing up for students is neatly converted to maximizing profit for the company. Direct contribution to society gives way to indirect contribution – working for the company to enhance the lives of the Filipino consumer. The companies they used to ask solicitations from become the companies that they work for.
In this manner, questions will arise.
Crafting of an image
These unrelated occurrences all interplay in the crafting of image of DLSU. In turn, people are influenced by the stereotype the image establishes. But, there is no default destiny or career path for Lasallians. There is no “default Lasallian” anyone entering 2401 Taft should become. Anyone entering DLSU needs only to maximize his/her stay in the University and in the process, eliminate mediocrity, apathy and misconceptions.
A Lasallian must not be swayed by typical labels of greatness and constructs of excellence so heavily marketed in DLSU.
“The future begins here. ™” DLSU’s omnipresent tagline implicitly denotes by virtue of the singular noun, like a compass pointing in only one direction, a singular future for all Lasallians. That is arguably the corporate future.
“The future begins here. ™” could be better termed “Futures begin here.”
“The future begins here. ™” could be better termed “Futures begin here.”
posted by teslaman2003 @ 9:26 AM
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