Framing Rape: An Examination of Public Relations Strategies in the Duke University Lacrosse Case

Abstract

In Spring 2006, three White Duke University lacrosse players were charged with raping a Black female student from nearby North Carolina Central University at an off-campus party. Reports of the alleged crime captured news media attention, prompting a public relations campaign by Duke to maintain its image as an elite educational institution and an academic powerhouse. During the 15 months the charges were pending, the university framed its discussion in terms of reason versus emotion, with the university positioning itself as a calm voice amid diatribe and as a victim of unfair and untrue media reports. The charges ultimately were dropped. Although Duke was adept at speaking about its own integrity, it did little to discuss larger issues at play, such as sexual objectification of women, the risks of sexual violence on college campuses, and the perceptions of privilege in U.S. college athletics. In sum, Duke faced a public relations challenge that involved allegations of rape but spent little time actually discussing rape.

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