University Identity: statutes and architectures

Abstract

This thesis investigates the role of statutes and architectures in shaping the organisational identity (OI) of universities. In a competitive environment, distinctive identity traits become crucial to strengthen the ranks of a quantitatively growing and qualitatively evolving community, caused by isomorphic processes that challenge autonomy and standardise cultural processes in a neoliberal vision. Current OI literature reflects a growing interest in organisational dynamics and is extensive and well-established. However, studies are confined mainly to entrepreneurial organisations; the literature on university identity is relatively new in higher education research. This study aims to contribute to the OI literature by examining the dynamics of university identities. If branding processes have been deeply studied with their tools being examined in depth (trademarks, slogans etc.), in contrast, statutes and architectures, as identity tools, appear to have been less explored. To analyse these concepts, this research focuses on a sample of two Italian private universities selected for their features and location differences. Informed by Baudrillard’s work on simulation and simulacra, the literature of organisational identity dynamics theories and higher education studies are combined, highlighting how the role of statutes and architectures interplay between organisational identity, image and culture in a university’s identity representation. The findings reveal that the university’s identity is embodied in the core values shared by the academic, student and managerial community. The university’s culture makes itself known through statements of identity reported in the statutes and other relevant acts (i.e., internal regulations, strategic plan, honour code), thus revealing the cultural matrix of the academic community. The identity representation provided by buildings, artefacts, and localisation leaves impressions on community members and stakeholders. Finally, statutes and architectures function as identity signs if they are not taken so far from the institution’s core values as to lose a connection with reality. A new model representing the functioning of these identity tools is proposed. The thesis concludes with recommendations for university identity management and some topics for further research.

Date of Award	19 Feb 2025
Original language	English
Awarding Institution	University of Bath
Supervisor	Gina Wisker (Supervisor) & Ludovic Highman (Supervisor)