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Organizational Linkages of the Community College and Recruitment in Literacy Programs

Those on the staffs and faculties of rural community colleges realize the critical roles their schools play in the lives of the people living in their service areas. Rural community colleges are surrounded by people who have limited economic and educational opportunities. The combination of these two structural limitations gives educators the sense that they are watching the creation of an underclass right before their eyes. In addition to limited opportunities for some groups, there are small groups of people with very special and very proud histories. These histories create cultural heritages that do not always operate in the interest of the present generation. Many times these histories and cultures are built on values and ways of structuring one's self-perception that must be admired because of their concepts of self-reliance and independence; but they may be anachronistic to our present system. In such situations, the ability to fish or hunt frequently carries greater status than literacy does. Many of these people look to their local community colleges for help; others do not know enough about the system to know where to look. The difficulties of marketing education to rural illiterates are as interconnected as the underlying reasons for illiteracy. Rural community colleges cannot afford the cost of television network advertising. Small budgets simply prohibit such an undertaking. Although rural community colleges can afford local cable television advertising, the cost of cable television is out of reach for many of the rural illiterate poor. Because of these complications, television (which would be the medium of choice to recruit illiterates) is of limited utility in literacy recruitment in rural areas. If television is a poor medium