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How does PPLE use framing to persuade prospective students?

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The common room is one of the flagships of the PPLE building and the program's facilities as it is the only area that you can peek into without a key card. This is possible because of the open room concept and its central location on the first floor. The PPLE logos on the respective walls facing the entrances supports the image of the flagship as well. Moreover, the common room is advertised as one of the main perks of the program, as mentioned before. Therefore, the framing of PPLE as a fun and community focused program rather than a strictly academical program becomes very apparent in the concept of the common room.

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PPLE is framed as a

fun, healthy, and community-building

while at the same time as an

academic and highly intensive

program.

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Almost all students here found out about PPLE through the internet – namely its website. As an important decisive factor for all prospective students, PPLE marketing is mainly conducted on the website. This is apparent not only in the website’s aesthetic look, its use of media, but also the use of language to present the PPLE program as a community, rather than a simple bachelor’s degree, and entice prospective students to apply.

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Politics, Psychology, Law and Economics (PPLE) - PPLE

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PPLE is a three-year interdisciplinary Bachelor’s programme. The programme is taught completely in English; knowledge of the Dutch language is not required.

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According to this theory, the way information is presented (or "framed") significantly influences perception and decision-making. PPLE, by framing itself as a fun, community-building, yet academically challenging program, strategically shapes prospective students' perceptions. This framing highlights the program's unique blend of rigorous academic standards with an enjoyable and supportive community atmosphere. By doing so, PPLE appeals to students seeking a balanced educational experience that combines intellectual growth with personal development and social engagement. Lakoff's (2014) theory suggests that such framing not only communicates the program's features but also resonates with the values and aspirations of prospective students, thereby making the program more attractive and compelling to them.

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“Metaphors structure thought” (Palczewski, 2012, p. 52)

According to Palczewski, metaphors provide a perspective through which one can see the subject of discussion. The use of metaphors can help one emphasise a certain aspect of the subject. This creates a clear relation to Lakoff's theory on framing as metaphors can help frame how one sees something. The use of language is highly instrumental in creating a certain perspective from which to view an object. By using metaphors and descriptive language in the website, PPLE creates a positive perspective that frames the PPLE building as a fun place to become part of a community.

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The University of Amsterdam's promotional video for the PPLE program aims to entice prospective students (University of Amsterdam, 2019). It is the first video that shows up on YouTube when searching "PPLE UvA" as well as on the PPLE website (pple.uva.nl).

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Bachelor | Politics, Psychology, Law and Economics (PPLE) | University of Amsterdam

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Content-wise, the video portrays PPLE students as "dorks," a term playfully used to merge the concepts of academic rigour and fun. This framing suggests that while the program is intellectually challenging, it also embraces a lighthearted and enjoyable approach to learning. The emphasis on community and small-scale nature highlights the program's close-knit environment, while the international aspect of the program suggests a diverse experience.

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Playful colours create a visually fun atmosphere. The upbeat background music and playful sound effects add to the overall sense of excitement. Non-serious behind-the-scenes shots and frequent laughter throughout the video contribute to a friendly tone, making the program appear more fun.

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Analysing how the PPLE program at the University of Amsterdam frames itself as a fun, community-building, yet academically challenging program is highly relevant in the context of evolving higher education landscapes. As a unique and relatively new offering, PPLE reflects how universities are adapting to changing attitudes towards higher education. Today, the value of a university program is increasingly measured not just by the quality of education but also by the community and facilities it offers. This shift is particularly crucial for growing programs like PPLE, where investing in a sense of community and creating an engaging environment are key strategies to attract and retain students. The program's emphasis on being both fun and academically rigorous demonstrates a broader trend: higher education is no longer just about obtaining a degree; it's about the holistic experience, including personal growth, community engagement, and preparing for a dynamic future.

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In a 2019 study conducted in the United States, both 'academic quality/reputation' and the 'desired program of study' were identified as 'very important' by 73% of surveyed students, marking the highest preference among various categories (LaFave et al., 2018). Additionally, 'social life' ranked 6th, garnering a 52% significance. Notably, the PPLE program addresses all three factors. The program's website emphasises its academic reputation, unique curriculum, and vibrant social environment, aligning with the priorities highlighted in the study. The promotional video further underscores the social aspect, reinforcing the program's commitment to providing a well-rounded and appealing academic and social experience.

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The access to the common room is only possible with the PPLE key card. This fact automatically frames it as a community space which only members of the PPLE community have access to and reminds of a gated community. Therefore, a strong identification with the program and the fellow students is created. Since it is cut off from the rest of the university and other programs the feeling of one community is really enforced through this privileged access. Furthermore, the common room is the central meeting point for PPLE students on campus which increases the effects towards a close community feeling.

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Another outstanding aspect of the common room is the furnishing. On the one side of the room are couches and lounge chairs as well as a foosball table which do not really indicate a demanding academic program, but a relaxed area for friends and even remind a little bit of a bar. On the other side of the room is a long wooden table which is not really reminiscent of studying but rather reminds of a large table were a family would come together for a family dinner. Both of these aspects support the framing of the PPLE program as fun and community based instead of solely academic.

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The most outstanding aspect of the common room is the design, decoration and especially the colouring. Pictures and memories of Aim events are regularly hung up in the common room, such as photos from the PPLE Christmas party at the moment, which again do not point to a strict academic program but give great insights and memories of the fun the PPLE community has. Moreover, the colours in the common room were chosen deliberately to affect the mood of PPLE students. Colours like light blue, green, yellow, and white are dominating the room. According to multiple studies those colours are mostly connected to feelings of relief, contentment and joy (Cherry, 2022). The domination of these colours reframes the common room from a study space to a space where students can escape studying and enjoy the community feeling and fun of the PPLE program.

The fact that PPLE does not only create such an opportunity on campus but also uses it as one of their main advertisement elements proofs the goal to reframe the classic university to a place that is not only about academic performances.

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In the video, the dominant colour is blue as it is always in the background. The colour blue frames the video in a specific manner. In the realm of advertisement, colors carry connotations that wield a substantial influence on the viewer's perceptions (Shi, 2013). This influence extends to shaping attitudes towards the associated brand or product. Colors are frequently employed as direct or indirect indicators of quality. For instance, the cool undertones of the color blue convey a sense of relaxation and pleasantness, thereby enhancing the product's favorability to a prospective buyer (Shi, 2013). Furthermore, the color blue is intricately linked to perceptions of competence, evoking associations with intelligence, effective communication, trustworthiness, efficiency, duty, and logical reasoning (Labrecque & Milne, 2011).

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Excitement is intended to be evoked by describing the interaction of students as “lively” and a “hive”. This “hive of activity” can also be found in the PPLE building where “on every one of its floors, you can find students, teaching staff, support staff and management working alongside each other. This purposeful proximity fosters a sense of community and enhances interdisciplinary collaboration, which is at the core of PPLE's DNA.”

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The use of bodily concepts serve as a metaphor to describe the interconnectedness of all the aspects of PPLE that makes it a unique program – its sense of community, its common room, its high quality education and environment, etc. The body metaphor creates PPLE’s identity or “DNA” of community and this is especially apparent in the PPLE Common Room as its “heart”.

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Interview with PPLE students on what persuaded them to join the program

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Interview with PPLE students on what persuaded them to join the program

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What stands out is that various students mentioned that they liked how PPLE framed themselves "differently", hinting towards the importance of Lakoff's (2014) theory.

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In yellow = PPLE as a community

In green = body metaphor

In blue = coexistence of fun and academia

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In yellow = PPLE as a community

In green = body metaphor

In orange = homey feeling

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By scanning the “discover the campus” page on the website, one can pick up on metaphors and language to describe the physical placement of the campus to further extend the symbolism to the portrayal of a cozy community. The Roeterseiland Campus’ location is “snuggly situated in the city’s centre”, “nestled in the heart of Amsterdam” and “home to three of the UvA’s faculties”. The campus’ atmosphere is described as a “lively hub housing many” and “a hive of activity”. The use of language such as “snuggly”, “nestled”, “housing” and “home” describes a cozy home rather than a massive campus.

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Cherry, K. (2022). Can color affect your mood and behavior?. Verywell Mind. https://www.verywellmind.com/color-psychology-2795824

Labrecque, L. I., & Milne, G. R. (2011). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711–727. https://doi.org/10.1007/s11747-010-0245-y

Lakoff, George. (2014). Introduction: Reframing is Social Change & Framing 101: Theory and Application. In Don't Think of an Elephant. White River Junction, VT: Chelsea Green Publisher. pp. xi-xv; 1-29.

Palczewski, C. H., Ice, R., & Fritch, J. (2012). Chapter 2: Language. In Rhetoric in Civic Life (2nd ed., pp. 41-63). Strata Publishing.

Shi, T. (2013). The Use of color in Marketing: Colors and their physiological and psychological implications. Berkeley Scientific Journal, 17(1). https://doi.org/10.5070/bs3171016151

University of Amsterdam. (2019, June 4). Bachelor | Politics, Psychology, Law and Economics (PPLE) | University of Amsterdam [Video]. YouTube. https://www.youtube.com/watch?v=3AdYWJHrxNo

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The website details the academic challenge it provides for students through its intensive course, which can be extremely appealing for high-achieving students. However, PPLE may also respond to the increasing search for a comfortable and happy academic environment that travels beyond the classroom. The PPLE program takes pride in the structure of its building that creates "purposeful proximity" to "foster a sense of community and enhance interdisciplinary collaboration". The common room is "the place to meet up, discuss assignments, have a foosball match, or read a book while working on your studies - if you don't mind a bit of chatter in the background!" This proximity in infrastructure ensures that students can mix both social and academic life -- have lunch together, play a foosball match, meet up for group assignment meetings, or help each other study.

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In conclusion, the PPLE program at the University of Amsterdam effectively frames itself as a program that balances a quality education with a fun, community-oriented and healthy environment to appeal to prospective students. In doing so, PPLE aligns with the evolving expectations of higher education. The program's website, its main promotional video, and the design of its common room all contribute to this framing. The use of specific language, colours, and imagery align with this strategic framing, rooted in Lakoff's framing theory, framing PPLE as an attractive option for students seeking an educational experience that not only fosters intellectual but also personal growth. The success of these framing techniques in attracting students underscores the importance of holistic approaches in modern higher education marketing.