A Chancellor’s Remarks at a University Commencement Ceremony: An Analysis From the Perspective of Symbolic Management

Abstract

The controversial remarks of a university chancellor at a formal commencement ceremony are analyzed from a symbolic management perspective. The event was captured on YouTube and disseminated on social media, becoming viral in 70 minutes. Stories emerged in the local, national, and international press describing the remarks and their impact. The controversy resulted in an apology from the chancellor, calls for dismissal from the faculty senate, a reprimand from the university’s Board of Trustees, and condemnation from the professional association of university professors. Language is a verbal symbol that is invested with meaning. When verbal symbols are used appropriately, they have tremendous power to inspire, mobilize, and motivate. When used inappropriately, they can hurt and irreparably damage relationships, reputation, and organizational cache. Four questions are addressed: (1) What does the chancellor’s remarks mean? (2) Were the remarks appropriate? (3) Were the remarks hurtful or potentially dangerous? and (4) Was the ensuing apology genuine and sufficient? Conclusions, implications, and policy recommendations are discussed.