Using Rhetoric to Manage Campus Crisis: An Historical Study of College Presidents' Speeches, 1960-1964

Student protests and other forms of campus conflict are prominent in higher education; however, little is known about the manner in which college presidents have historically responded to these protests and conflicts. Focused on North Carolina in the 1960s, a decade notable for student protests on college campuses, this article identifies three approaches used by college presidents in their public speeches to manage campus conflict. This research examines the speeches of college presidents in North Carolina, where the first mass protests of the decade occurred during the student movement for civil rights starting in 1960 until 1964 when the Civil Rights Act was signed into law.