The aim of the research is to understand how different social groups perceive academics based on the form of social knowledge of the group expressed by their shared values, norms and attitudes.

We want to know whether society’s perception of academics is keeping up with academia’s evolution to ensure our teaching, research and scholarship is accessible, trusted, and engaged with by the wide range of stakeholders that academics and Higher Education Institutions engage with (e.g., prospective students, professional service staff, charities and third sector, non-government organisations, corporates, schools, governments, government agencies, peers, employers, local, national and international media outlets, health professionals, the public, recruiters). We need to understand how perceptions may vary according to different social groups if we want to change the perception of academics as distant from the public, inaccessible, and hidden away in their “ivory towers”.

Recruiting organisations that work with young people
We are currently recruiting to a related project looking specifically at childrens perceptions of academics (Who do you think we are?). If you currently work in an organisation (e.g., school / extra curricular club / charity) working with children / young people (between ages of 4 and 16) and are interested in taking part in this research you can find out more information about it here.

PIs: Dr. Mioara Cristea: M.Cristea@hw.ac.uk and Dr. Louise Delicato: L.Delicato@hw.ac.uk

Voluntary Research Assistants: Ms. Farah Abdulrahman & Mr. Reece Docherty