An Assessment of the Institutional Vision of Catholic Colleges and Universities

Institutional vision is a philosophical template—a concept of what, at its best, a college or university is like and the kinds of human beings that institution is attempting to cultivate. A content analysis of the institutional vision of a nation wide sample of Catholic schools was performed and key linguistic components found to constitute a well conceived, viable, and easily diffused mission and vision were isolated. The prevalence of these components in comparison to other types of religious schools and secular four-year institutions is discussed. Findings suggest that Catholic schools are vision-driven institutions that communicate their priorities and defi ning characteristics by employing clear, highly optimistic, and inspirational language. They do little to articulate effectively a unifi cation among the community of students, faculty, and staff, or coordinate their vision of the institution with that of the administration. They are less likely than other types of religious and secular schools to address the pragmatic benefi ts of their education.


Robert Abelman
Cleveland State University Amy Dalessandro Kent State University Institutional vision is a philosophical template-a concept of what, at its best, a college or university is like and the kinds of human beings that institution is attempting to cultivate.A content analysis of the institutional vision of a nation wide sample of Catholic schools was performed and key linguistic components found to constitute a well conceived, viable, and easily diffused mission and vision were isolated.The prevalence of these components in comparison to other types of religious schools and secular four-year institutions is discussed.Findings suggest that Catholic schools are vision-driven institutions that communicate their priorities and defi ning characteristics by employing clear, highly optimistic, and inspirational language.They do little to articulate effectively a unifi cation among the community of students, faculty, and staff, or coordinate their vision of the institution with that of the administration.They are less likely than other types of religious and secular schools to address the pragmatic benefi ts of their education.
A lthough American Catholic higher education has existed for more than 200 years, what it means for Catholic colleges and universities to be Catholic has been an ongoing debate (see Bollag, 2004;Burtchaell, 1998;Garrett, 2006;Gleason, 1995;Green, 2008;Hellwig, 2000;O'Brien, 1994;Provost, 2000;Steinfels, 1997;Wilcox & King, 2000).In an effort to generate consensus on this issue, Pope John Paul II published the apostolic constitution Ex Corde Ecclesiae (John Paul II, 1990).The document listed four "essential characteristics" of the identity of Catholic colleges and universities (as cited in Estanek, James & Norton, 2006, p. 200): (a) a Christian inspiration not only of individuals but of the university community; (b) a continuing refl ection in the light of the Catholic faith upon the growing treasury of human knowledge, to which it seeks to contribute by its own research; (c) fi delity to the Christian message as it comes through the Church; and (d) an institutional commitment to the service of the people of God and of the human family in their pilgrimage to the transcendent goal that gives meaning to life.
"Because our colleges and universities have various purposes, programs, and student bodies," noted Hellwig (2004), "it is very unlikely that a particular institution will match all of these elements and indicators" (p.115).In response, the former president of the Association of Catholic Colleges and Universities provided institutional administrators with concrete and practical ways of implementing Ex Corde's vision and realizing the Catholic mission of their institutions: (a) a public profession of the Catholic identity in institutional statements and public documents; (b) engagement with culture and scholarship by way of applying Catholic wisdom and critique to all aspects of human knowledge and the curriculum; (c) fi delity to the Gospel as it is transmitted in Catholic tradition not only by teaching Catholic tradition but by modeling it; (d) service to the Church and society by bringing to bear scholarly resources to respond to pastoral needs of the Church, to help with Catholic education at all levels, and to help solve problems of human suffering; and (e) transmission and exploration of the broader Catholic cultural heritage in philosophy and theology, in literature and the arts, in the study of nature and of society, in ritual and symbolism, in spiritual traditions, and the full celebration of the Christian calendar.
It is signifi cant that the fi rst of Hellwig's (2004) recommendations focused on Catholic identity as communicated through institutional statements and public documents.After all, suggests Morphew and Hartley (2006), "a shared sense of purpose has the capacity to inspire and motivate those within an institution and to communicate to external constituents.A clear and distinct mission helps distinguish between activities that conform to institutional imperatives and those that do not" (p.457).Garrett (2006) reported that since Ex Corde Ecclesiae and Hellwig's (2004) provision of pragmatic guidelines, "mission statements, learning objectives, and strategic planning at Catholic colleges are focusing on their Catholic identity and how it is best portrayed" (p.245) (see also Nichols, 2005;Woo, 2005).Estanek, James, and Norton (2006) reinforce this conclusion, confi rming that "a vision for the distinct mission of Catholic institutions of higher education has been articulated and implemented " (p. 200).The purpose of this study is to assess the verbiage of institutional vision at Catholic colleges and universities, and address how these documents can best serve as guiding, governing, and promotional documents.

Institutional Vision
According to Senge (1990), learning organizations are "where people continually expand their capacity to create the results they truly desire, where new and expansive patterns of thinking are nurtured, where collective aspiration is set free, and where people are continually learning to see the whole together" (p.3).For this to happen, it is argued, organizations need to "discover how to tap people's commitment and capacity to learn at all levels" (p.4).Colleges and universities are very much learning organizations and institutional vision is the means by which aspirations are identifi ed, commitment is established, and expectations are reinforced (see Fox, 2003;Fox, Scheffl er, & Marom, 2003;Pekarsky 1998).Institutional vision defi nes the kinds of human beings the academic establishment is attempting to cultivate (Abelman & Molina, 2006) and recognizes the skills, sensibilities, attitudes, and understandings students should be acquiring during their education (Fox, 1997).
For most colleges and universities, the public declaration of its institutional vision takes the form of a mission statement, a vision statement, or both.According to Morphew and Hartley (2006), these statements have become ubiquitous in higher education and strategic planning is predicated on their formulation.Mission statements typically defi ne the physical, social, fi scal, and political contexts in which that institution exists.Vision statements complement these characteristics, but transcend them as well.They form a set of aspirations for enhancing the quality of higher education that is distinctive, coherent, and appealing (Marom, 1994;Miller, Bender, & Schuh, 2005).The mission statement "is about the here and now," suggested Lewis (2005), "but vision describes the future" (p.5).While the mission statement is often revered as a historical text (see Banta, Lund, Black, & Oblander, 1995;Bryson, 2004;Marom, 2003) and displayed as a recruitment and marketing tool (see Kirp, 2003;Murphy, 1987;Welton & Cook, 1997), a vision statement is a living document (Abelman & Molina, 2006;Baum, Locke, & Kirkpatrick, 1998;Fox, 1997) that is intended to be employed.It has been suggested by Hartley (2002) that mission statements refl ect the realities of their institutions' environments, whereas vision statements drive these realities.
More than 80% of all secular colleges and universities have made major revisions in their declarations of institutional vision within the last decade (see Association of American Colleges, 1994;Birnbaum, 2000) in response to new challenges and an increasingly competitive marketplace.Estanek, James, and Norton (2006) report that most religious schools have done the same, with Catholic colleges and universities making a conscientious effort to embed culturally an institutional understanding of Catholic identity (see also Hughes & Adrian, 1997).This, suggests the authors, has been achieved through explicit references to foundational heritage and sponsorship, the groups of historical and current constituents the school serves, and how the institution defi nes its educational enterprise.Specifi c outcomes, such as intellectual development and the education of the whole person, service, leadership, and citizenship, are typically included in the mission statements of Catholic schools.Miller (2002) concurs, suggesting that "as varied as are the several hundred Catholic colleges and universities spread across the nation, their mission statements appear to have a common element: the heritage of Catholicism, particularly the faith-tradition" (p.35).Young (2001) also found that Catholic-based mission statements mentioned service more often than did secular statements, followed by spirituality, truth, community, human dignity, equality, tradition, justice, and freedom.
Despite recent changes in the institutional vision statements of many Catholic colleges and universities, it has been suggested that such messages fail to resonate on these campuses and are not successfully reaching key constituents.According to Cernera (2005) and Sullins (2004), Catholic colleges continue to have weak Catholic cultures.Many administrators of these schools are no longer members of the highly visible and infl uential religious congregations and orders that founded the institutions."Faculty responses to things Catholic," observes DiGiacomo (2007), "run the gamut from enthusiastic to indifferent to hostile….It is not easy to recover that sense of mission and to restore its lost vitality" (p.78).Morey and Piderit (2006) suggest that "if the Catholic intellectual tradition is to positively infl uence the campus community…it must have traction with the students.Current and future students and their parents have to fi nd merit" (p.117).
Although the focus and substance of institutional vision at Catholic schools has been assessed and analyzed, little attention has been paid to the manner in which this information is actually communicated to stakeholders within and outside the academic community.As Ayers (2002) suggested, "college leaders must not only formulate adaptive strategies if their schools are to respond to learner needs in this rapidly changing environment, they must also carefully and purposefully articulate these strategies" (p.28).Doing so may improve communication among campus constituents, improve communication between administrators and the faculty, and allow the academic and religious missions to be more central to the way the institution conducts its business (Guy-Sheftall, 2006)."Articulating a clear and authentic vision," notes Cesareo (2007), "remains an ongoing but essential challenge for Catholic institutions of higher education" (p.18).

The Verbiage of Institutional Vision
A "well conceived vision," according to Pekarsky (1998), is "an informing idea that is shared, clear, and compelling" (p.280).It is shared in that it addresses the critical stakeholders-students, faculty, and staff-as a community and attempts to unify their vision of the institution with that of the upper administration or executive body that wrote it.An institutional vision that is shared has the capacity to embrace, inspire, and motivate those within an institution by communicating the common characteristics of its key constituents (Hartley, 2002).As Meindl (1990) noted, institutional vision is a "rich web of negotiated meanings and contextual variables" (p.159) between leaders and their cohorts, intended to generate a sense of collaboration, cohesion, and inclusion.
A vision must be clear and concrete enough to identify an institutional identity and offer genuine guidance in making educational decisions and setting priorities on all levels of the learning community (see Senge et al., 1999).A clear vision helps organizational members distinguish between and understand activities that conform to institutional identity and imperatives and those that do not (Morphew & Hartley, 2006).A clear institutional vision is unambiguous, easy to comprehend, and not convoluted or abstract.
An institutional vision that is compelling generates an enthusiasm among the stakeholders and stimulates them to transform vision into a pattern of meaningful activity (see Baum et al., 1998;Kirkpatrick, Wofford, & Baum, 2002).Bligh, Kohles, and Meindl (2004) have suggested that a compelling message is one of optimism and inspiration.Similarly, George (2000) noted that the ability to generate and maintain optimism is one of the essential components of effective leadership and vision in a learning community.Optimism in messages from administrative leaders, note Kelloway and Barling (2000), directly enhances organizational outcomes, particularly during times of transition, uncertainty, or turbulence (see also Bunker, 1985;Hart, Jarvis, & Lim, 2002;Pillai & Meindl, 1998).
Communication scholars have discovered that in order for any innovative, pioneering, or motivating idea such as institutional vision to be generally accepted, readily adopted, and widely distributed to others by its stakeholders, it must possess components above and beyond Pekarsky's (1998) notion of shared, clear, and compelling.Rogers (2003Rogers ( , 2004) ) and others (see, for example, Deffuant, Huet, & Amblard, 2005;Valente, 1995;Vishwanath & Goldhaber, 2003;Wejnert, 2002) have found that four additional attributes are salient and powerful predictors of adoption and diffusion: relative advantage (e.g., Are ideas or innovations presented in a way that they can be successfully transformed into general or specifi c actions that generate benefi ts-that is, is what is to be gained from the idea or innovation well articulated?),complexity (e.g., Are the desired outcomes of the ideas or innovations solid and concrete-that is, is the idea or innovation fully and robustly expressed?),compatibility (e.g., Are the desired outcomes of the ideas or innovations suitable and appropriate to the target audience?),and observability (e.g., Are the desired outcomes of the ideas or innovations pragmatic-that is, is the abstract transformed into something practical or observable?).
Early work by Chait (1979) reported that the verbiage of institutional vision at most schools tended to be vague and vapid.After all, asked the author, "Who cannot rally around 'the pursuit of excellence' or 'the discovery and transmission of knowledge'?" (p.36).Similarly, Newsom and Hayes (1990), after conducting an analysis of 114 secular college and university mission statements in the United States, concluded that "most mission statements are amazingly vague, evasive, or rhetorical, lacking specifi city or clear purposes" (p.29).Carver (2000) also criticized college and university mission statements for not clearly articulating specifi c outcomes."One can only read the mission statements of some Catholic universities with some sense of regret," suggested Langan (1993, p. 76) shortly after the release of the Ex Corde Ecclesiae."The very vagueness of their language and the indeterminacy of the general commitments leave one with the sense that the decline of some institutions may be advanced, that the conjunction between a vibrant Catholicism or a Catholic culture and the university appears increasingly faint" (p.76).
According to Morphew and Hartley (2006), institutional vision statements now serve as icons that communicate with stakeholders who have specifi c expectations of colleges and universities that "have important legitimizing roles, both normatively and politically" (p.468).Abelman, Dalessandro, Snyder-Suhy, Janstova, and Pettey (2007) found that vision and mission statements at secular academic institutions appear to serve different, albeit highly complementary, functions.Although mission statements are prevalent across most academic institutions, only one-third of all 4-year colleges and universities possess actual vision statements.Abelman and Dalessandro (2008) found that private schools in general and "religious" private schools in particular are more likely to have vision statements than public institutions, and 2-year colleges are more likely to have vision statements than 4-year institutions.Morphew and Hartley (2006) report that the rhetorical fl avor of mission statements for public and private colleges and universities tend to differ, emphasizing the distinct challenges faced by these types of institutions (see, also, Boerema, 2006).Abelman, Dalessandro et al. (2007) also found that mission statements tend to be less clear and less compelling than vision statements, and that the desired outcomes expressed in mission statements are less pragmatic than those expressed in vision statements.Conversely, mission statements tend to be longer and more complex, employing language that refl ects more movement and change than vision statements and emphasizing (to a greater degree than vision statements) the implementation of ideas.The authors conclude that a well-conceived, carefully crafted mission and/or vision statement can and should be a powerful and useful communication tool for all types of colleges and universities.
The research reported here provides a comparative base-line measurement of the inspirational and pragmatic rhetoric in declarations of institutional vision at Catholic colleges and universities, other types of religious colleges and universities, and secular 4-year public and private institutions.By doing so, this content analysis reveals the current state of utility of institutional vision in Catholic schools, determining whether these schools are keeping pace in an increasingly competitive marketplace and using institutional vision to their best advantage during a time of turbulence and change.To this end, the following research questions are posed: The literature on the diffusion of innovations suggests that the nature of the institution's social system-in particular, the size and complexity of its infrastructure-infl uences what is perceived to be innovative (see Rogers, 2004;Wejnert, 2002) and, thus, whether or not that innovation will be accepted, adopted, and relayed to others.Similarly, it has been suggested that an academic community's awareness of and access to any formal declarations by its leadership may be a function of the nature of the institution (Abelman, Atkin, Dalessandro, Snyder-Suhy & Janstova, 2007;Rozycki, 2004;Velcoff & Ferrari, 2006).This includes the size of its student enrollment (see Kuhtmann, 2004), its academic mission (e.g., highest degree granted; see Ayers, 2002;Baldwin, 2005) and its mode of operation (e.g., public or private; see Boerema, 2006;Bryson, 2004).It is also likely that the religious orientation of an institution may play a signifi cant role.As such, the following research question is posed: RQ3: Is there a relationship between the nature of an institution (e.g., religious orientation, academic mission, size, region, mode of operation) and the linguistic components of its institutional vision?

Methods
Using the Carnegie Foundation's Classifi cation of Institutions of Higher Education (Carnegie Foundation for the Advancement of Teaching, 2005) as a guideline, a stratifi ed, random sample of 30 schools each from public and private doctorate-granting, master's-granting, and baccalaureate-granting colleges and universities were selected from a population of all U.S. and Canadian institutions of higher education.This resulted in a total sample of 180 institutions.1From this sample, religious institutions (N = 45; see Appendix A) were identifi ed through website references to religious/church affi liation by four trained coders with inter-coder reliability exceeding .95.Institutions with Roman Catholic affi liation (N = 21) were identifi ed and verifi ed using a roster of membership institutions provided by the Association of Catholic Colleges and Universities.A list of secular colleges and universities in this sample can be found in Appendix B. The composition of sample institutions can be found in Table 1.

Unit of Analysis
A school's web-based representation of its institutional vision served as the unit of analysis for this investigation.This information was accessed and downloaded from each school's website by four trained coders.This was accomplished by searching the home page for direct links to mission and vision statements.If none were accessible, the institution's search engine was utilized by typing "vision statement" and "vision" and selecting the option that contained the institution's vision statement.After the initial search, an additional search for "mission statement" and "mission" was conducted.As with the previous search, the mission statement was included in the analysis.
If no vision or mission statement, or equivalent document, could be found through the websites, electronic versions of school catalogs were accessed and searched.All searches were duplicated for quality control and inter-coder reliability exceeded .95across all websites.The text of each school's institutional vision statement was classifi ed as a "mission statement," "vision statement," or containing "both a mission and vision statement" by a team of two coders.

Computerized Content Analysis
The text of each school's institutional vision was processed through DICTION (Version 5.0), a text-analysis software program that codes and compares content using social scientifi c methods for determining the linguistic elements in a verbal message.This is the same methodology reported in Abelman, Dalessandro et al. (2007).Morris (1994) and West (2001) point out a number of advantages of computerized content analysis.They include: (a) perfect stability of the coding scheme; (b) explicit coding rules yielding comparable results; (c) perfect reliability (freeing the researcher to focus on issues of validity, interpretation, and explanation); (d) easy manipulation of the text to create output, such as frequency counts and key-word-in-context listings; and (e) the ability to uncover easily co-occurrences of important concepts.In addition, Bligh et al. (2004) and Neuendorf (2002) suggest that computerized content analysis facilitates the analysis and comparison of large volumes of data much more easily and less expensively than using human coders.DICTION uses 33 predefi ned dictionaries, containing over 10,000 search words, to analyze a passage and compares texts to norms created through the analysis of 22,027 texts of various sorts written over a 50-year period.The construction of DICTION dictionaries was based on careful attention to linguistic theory (see Boder, 1940;Easton, 1940;Flesch, 1951;Hart 1984aHart , 2001;;Johnson, 1946;Ogden, 1960).These dictionaries are expressly concerned with the types of words "most frequently encountered in contemporary American public discourse" (Hart, 1984b, p. 110).All of the dictionaries contain individual words only, and homographs are explicitly treated by the program through statistical weighting procedures, which are intended to correct partially for context (Hart, 2000a(Hart, , 2000b)).DICTION conducts its searches by computing "scores" based on these dictionaries.
The researcher can also create up to 10 customized dictionaries that can be adapted to specifi c research needs.On the basis of a thorough examination of the words included in each DICTION dictionary, we examined 6 constructs that corresponded with what Pekarsky (1998) identifi ed as shared, clear and compelling and what Rogers (2004) and his colleagues defi ned as relative advantage, observability and complexity.One relevant attribute from the literature, compatible, could not be measured by the software because the construct is based on highly subjective and contextual information that cannot be coded by computer.Because each construct is measured using a different formula comprised of different dictionaries, their respective DICTION scores per se are not comparable.Instead, comparisons relevant to the mean scores of each construct can be made.Each linguistic construct, along with its DICTION formula and examples of key words employed to compute scores, can be found in Appendix C.

Results
The fi rst research question addressed the composition of expressions of institutional vision at Catholic colleges and universities.Of the 21 Catholic institutions in the sample, every institution (100%) presented a mission statement as part of its institutional vision and 10 institutions (47.6%) also presented a vision statement.Approximately 66.7% of the Catholic baccalaureate-granting institutions (n = 3), 45.5% of the Catholic master's-granting institutions (n = 11), and 42.8% of the Catholic doctorate-granting institutions (n = 7) presented a vision statement.
As a point of comparison, of the 24 non-Catholic religious colleges and universities in the sample, all (100%) presented a mission statement as part of its institutional vision.Only 7 institutions (29.2%) had a clearly identifi ed and labeled vision statement.None of the doctorate-granting institutions (n = 3), 31.3% of the master's-granting institutions (n = 5), and 31.3% of the baccalaureate-granting institutions (n = 16) presented a vision statement.
Of the remaining 135 secular colleges and universities in the sample, 127 (94.1%) presented a mission statement as part of their institutional vision and 47 schools (34.8%) contained a vision statement, six as stand-alone documents.Approximately 46% of secular doctorate-granting institutions, 39.0% of baccalaureate-granting institutions, and 20.5% of master's-granting institutions provided vision statements.
The second and third research questions inquired about the linguistic components of these expressions of institutional vision.In order to investigate DICTION score differences in the expressions of institutional vision across Catholic schools, non-Catholic religious schools, and secular 4-year institutions, a series of one-way analyses of variance (ANOVAs) were conducted.
The means, standard deviations, and range for DICTION scores for each of the linguistic components, on which these analyses and other points of comparison are based, can be found in Tables 2 and 3.
Several statistically signifi cant differences (p < .05) in the linguistic components of the composite institutional vision statements were found across institutions.The institutional vision presented by all religious colleges and universities was considerably more clear = 18.54) than the institutional vision of both secular and other types of religious colleges and universities, respectively.No signifi cant differences were found based on institution size, region, or highest degree granted.
To assess best the desired linguistic components within mission and vision statements, these documents were isolated and extracted from the composite expression of institutional vision.They were then independently subjected to content analysis.The means, standard deviations, and range for DICTION scores for each of the linguistic components in mission statements and vision statements can be found in Tables 4 and 5, respectively.
The mission statements employed by Catholic colleges and universities were found to be signifi cantly (p < .To determine if the linguistic components of vision statements and mission statements for Catholic colleges and universities were signifi cantly different, a one-way multivariate analysis of covariance (MANOVA) was conducted.The dependent variables included the six predefi ned linguistic components, with the expression of institutional vision (mission or vision) as the independent factor.Signifi cant differences in mission statements and vision statements on the dependent variables were found (Wilk's = .67,F = 32.66,p = .01),with vision statements being more clear (p = .01)and compelling (p = .01).Mission statements for Catholic colleges and universities were more shared (p = .001)and had greater observability (p = .001)and relative advantage (p = .001).

Discussion
Institutional vision is a philosophical template-a concept of what, at its best, a college or university is like and the kinds of human beings that institution is attempting to cultivate (Abelman & Molina, 2006;Marom, 1994).It refl ects the nature of the learning community within the college or university and defi nes the institution's perceived purpose, priorities, and promises."Institutional vision," note Morphew and Hartley (2006), "helps distinguish between activities that conform to institutional imperatives and those that do not…and serves to inspire and motivate those within an institution and to communicate to external constituents" (p.457).
For Catholic colleges and universities, these documents also serve as a public profession of the institution's Catholic identity (Hellwig, 2004).According to Wilcox (2000), " 'without a vision, the people perish.'That utterance in the Book of Proverbs (29:18) goes to the heart of the current controversy surrounding the religious identity…of Catholic colleges and universities" (pp.xv-xvi).Estanek, James & Norton (2006) concur and suggest that: Twenty years after the advent of the assessment movement in higher education and the concurrent and related discussions of accountability for Catholic identity among the Catholic higher education community, we can arrive at three fundamental realities: (a) assessment is an operational reality for higher education in the United States; (b) among the various approaches to and criteria for assessment, mission is consistently identifi ed as a critical feature; and (c) a vision for the distinct mission of Catholic institutions of higher education has been articulated.(p. 215) Although the focus and substance of institutional mission and vision at Catholic schools have been assessed and analyzed, little attention has been paid to the manner in which this information is actually communicated to stakeholders within and outside the academic community.As Ayers (2002) suggests, "college leaders must not only formulate adaptive strategies if their schools are to respond to learner needs in this rapidly changing environment, they must also carefully and purposefully articulate these strategies" (p.28).Doing so with these most public and most accessible of institutional documents may improve communication among campus constituents, improve communication between administrators and the faculty, and allow the academic and religious missions to be more central to the way the institution conducts its business."Articulating a clear and authentic vision," notes Cesareo (2007), "remains an ongoing but essential challenge for Catholic institutions of higher education" (p.18).
The fi ndings from this investigation suggest that the institutional vision of religious colleges and universities is signifi cantly different from that of its secular counterpart.These vision and mission statements tend to be more shared, clear, and compelling, but possess less relative advantage, than those of secular schools.Collectively, religious institutions of higher education offer welcoming, highly optimistic mission and vision statements that possess language intended to inspire and generate enthusiasm among their stakeholders.They present an institutional vision that places emphasis on facilitating the provision of guidance in making educational decisions and setting priorities.They place less emphasis on informing stakeholders how their respective institutions will successfully transform an educational experience into general or specifi c actions that will generate benefi ts.
When the institutional vision of Catholic colleges and universities is compared with other types of religious institutions, several interesting fi ndings emerge.The institutional vision of Catholic schools is signifi cantly more clear, compelling, and complex.This suggests that Catholic schools do an excellent job of delineating the institution's priorities and defi ning its key characteristics to constituents.They do so by employing more highly optimistic and inspirational language than other religious schools, which, suggests George (2000) and others (see Kuh, 2001;McClenney, 2007;Senge, 1990), is an essential component of engagement in a learning community.According to Abelman and Molina (2006), students, faculty, and staff are more likely to be aware of institutional vision statements that are clear and compelling documents.The names of the Catholic colleges or universities whose institutional vision rated highest on each of the 6 linguistic constructs explored in this investigation, and relevant sample quotes from their mission or vision statements, can be found in Table 6.
It should be noted, however, that Catholic schools offer mission statements and vision statements that are signifi cantly less shared when compared with other religious schools.Through these documents, Catholic colleges and universities communicate little to unify the community of students, faculty, and staff effectively, or coordinate their vision of the institution with that of the administration.The institutional vision of Catholic schools also exhibit signifi cantly less relative advantage and observability than other religious schools.That is, there is less emphasis, when compared with other types of religious schools, on articulating the pragmatic or practical benefi ts of their institution's education.These fi ndings reinforce Morey and Piderit's (2006) recommendation that a Catholic education "must have traction with the students" (p.117) by more explicitly addressing the merits of a Catholic education.To date, the institutional vision of Catholic schools still lack traction and require additional attention if this is to be achieved.
Several years ago, a conference was held at Harvard University to address the future of religious higher education (see McMurtie, 2000).According to Mixon, Lyon, and Beaty (2004), the irony of the meeting's venue was that Harvard had been founded by Puritan Christians in 1636 and given the motto Christo et Ecclesiae.By the 19th century, the Calvinists were ousted from control of Harvard and replaced by Unitarians.By the end of that century, Harvard was transformed from a religious college into a prestigious secular university."This shift in ideological allegiances," note the authors, "suggests to some that today's religious colleges and universities are on the horns of a dilemma-maintain a distinctive religious identity or move toward a strong academic reputation" (p.400).
In response, Marsden (2001) has suggested that "religious colleges, instead of feeling that they are under pressure to become more like their secular counterparts, should take pride in the religious character of their education, attempting to strengthen it rather than weaken it" (p.11).This investigation suggests that the institutional vision of Catholic colleges and universities is signifi cantly different from that of secular schools, and has taken a different approach to its institutional vision statements than other types of religious institutions.Catholic schools emphasize vision over mission, and employ inspirational language over references to more practical and pragmatic outcomes of education.Mission statements for most secular schools serve as recruitment and marketing tools (see Kirp, 2003;Murphy, 1987;Welton & Cook, 1997) while vision statements are living documents (Abelman & Molina, 2006;Baum, et al., 1998;Fox, 1997;Lewis, 2005) intended to inform constituents and form a set of aspirations.The institutional vision of most secular colleges and universities refl ect and emphasize the realities of their institutions' environments.The institutional vision of Catholic colleges and universities contains language that drives these realities and looks toward the future.
It can be argued that there is nothing at all problematic about Catholic school's de-emphasis of relaying the pragmatic or practical benefi ts of a religious education in their institutional vision documents, when compared with other types of religious colleges and universities.After all, this information is likely to be included in strategic planning documents and other internal reports, or communicated to students through academic advising and career counseling sessions.However, in the competitive sport of college selection, mission and vision statements are often the fi rst point of reference for prospective students seeking a religious institution.The website of the National Association for College Admission Counseling (2008), for example, suggests that: To fi nd out just how religiously-affi liated a college is, start by reviewing the school's mission statement.This will indicate how much emphasis the school puts on the academic, social, and spiritual aspects of college.(A College is Religiously-Affi liated if…, ¶2) In addition, mission and vision statements are serving as the fi rst point of comparison for prospective students considering a traditional Catholic school or one of the ultra-conservative Catholic schools that have recently emerged (see Drake, 2007).These institutions have quickly established themselves in opposition to what their leaders perceive as the secularization of many of the nation's Catholic colleges (Redden, 2007), and are employing their institutional vision documents to state their case.Ave Maria's School of Law, for example, purposefully and dramatically emphasizes relative advantage and observability in its mission statement: Ave Maria offers state-of-the-art facilities and technologies, and a curriculum enriched by a grounding in natural law and the enduring truths of the Judeo-Christian tradition.Graduates are prepared to practice law with the highest level of skill and professionalism in law fi rms, public service, business, higher education, the judiciary, and national, state, and local government.(cited in Skojec, 2003, ¶ 16) Similarly, the Young American's Foundation (2007), the principal outreach organization of the Conservative Movement, generates an annual "Top Ten Conservative Colleges" list that "features ten institutions that proclaim, through their mission and programs, a dedication to discovering, maintaining, and strengthening the conservative values of their students" ( ¶4).Relative advantage and observability have been identifi ed by communication scholars as linguistic attributes that are salient and powerful predictors of the adoption and diffusion of institutional vision.Clearly, they are also attractive selling points for an institution, and their signifi cance in mission and vision statements cannot be overemphasized.
The normative DICTION scores presented in Tables 2-5 provide the means for any college or university to assess its own institutional vision and determine how its inspirational and pragmatic rhetoric matches up with other institutions.The purchase and application of DICTION is required to generate comparative scores.Of course, other software packages can be employed (e.g., LIWC, TextSmart, Wordstat) to assess institutional vision and provide pre-and post-revision scores on comparable versions of the linguistic components employed in this investigation.
Another option would be to visit the websites of the institutions identifi ed as scoring high on specifi c linguistic components (see Table 6), access the institutional vision statements, and visually compare those documents with that of one's own institution.Stonehill College, for example, followed this protocol during the revision of its mission statement in 2006.According to the school's president, Rev. Mark T. Cregan (2008): We wanted to refi ne the Stonehill mission statement so that it is more concise, memorable, and, therefore, more usable.We wanted to do so in a way that was also consistent with our history.And, we wanted an aspirational mission statement-one that inspires and guides us as we execute our strategic plan.To generate a starting point, the Committee researched the mission statements of other Catholic colleges and universities including those sponsored by the Congregation of Holy Cross.( ¶3) To facilitate this process, the institutional vision statement of Loyola University of Chicago is presented in Appendix D. This is a good example of a well-balanced statement-that is, one that generated a high DICTION score on most of the 6 linguistic components.Its DICTION scores for the composite statement, mission statement only, and vision statement only are provided, as are indicators of whether the score is above the mean for all Catholic institutions and all non-Catholic religious institutions in the sample.

Limitations
Schools affi liated with Pentecostal, Baptist, Presbyterian, United Methodist, Evangelical Lutheran, United Church of Christ, Jesus Christ of the Latter-Day Saints, and Southern Baptist churches are represented in this investigation's random sample.For the sake of comparison with Catholic institutions, these non-Catholic religious institutions were clustered under the umbrella category of "religious."This does a disservice to the differences that exist across these faith-based colleges and universities and the expression of those differences in their respective institutional vision.For example, the data suggest that the institutional vision of Evangelical Lutheran institutions such as Wartberg College are particularly compelling, while the institutional vision of United Methodist institutions such as Huston-Tillotson College are not.Future investigations may wish to pull a larger sample of religious schools, including Catholic colleges and universities and the new wave of ultra-conservative Catholic schools, so their individual differences and its potential impact on institutional vision can be better recognized and more fully explored.
Despite its strengths, a number of limitations of computerized content analysis have been described in the research literature (see Morris, 1994).These include: (a) a lack of natural language processing capabilities (including diffi culties with ambiguous concepts and the loss of broader contextual cues); (b) an insensitivity to linguistic nuances such as negation and irony; (c) the inability of researchers to provide a completely exhaustive listing of key words; (d) the inability of software to resolve references back and forth to words elsewhere in the text; and (e) the danger of word crunching, or transforming rich meanings into meaningless numbers.In addition, the methodology presented here can produce a sterility of analysis (see Hart, 2000aHart, , 2001;;Winter & Stewart, 1977) and, as such, it is important to note that DICTION scores merely provide an objective measuring stick.
According to Alexa and Züll (1999), DICTION is specifi cally designed for elucidating the rhetorical characteristics and style of political discourse.In order to use DICTION, the user must accept the theoretical, categorization, and scoring assumptions it makes.Although DICTION has been promoted as an all-purpose program designed for use with any sort of English-language text, the norms that come with the program are based largely on political text materials.Its application to the institutional vision of colleges and universities in general and Catholic schools in particular is both innovative and exploratory.

Clarity = -[Complexity]
"A simple measure of the average number of characters-per-word and convoluted phrasings that make a text's ideas abstract and its implications unclear" Hart (2000b, p. 47).Complexity borrows Flesch's (1951) notion that convoluted phrasings make a text's ideas abstract and its implications unclear.Clarity, then, is the opposite.Tenacity (e.g., is, am, will, shall, he'll) Leveling (e.g., everybody, everyone, always, inevitably, absolute) Collectives (e.g., community, crowd, team, humanity, country, world) Insistence (all words occurring three or more times that function as nouns or noun-derived adjectives are identifi ed and then calculated) Numerical Terms (e.g., one, tenfold, multiply, percentage, tally)

Compelling
RQ1: What constitutes institutional vision in Catholic higher education as compared with other types of academic institutions?RQ2: To what extent are expressions of institutional vision in Catholic colleges and universities in possession of the linguistic components that facilitate acceptance, adoption, and wide diffusion by stakeholders?