Abstract
The article considers how evaluation systems for artistic faculty can change the behavior they are intended to assess. Focusing on reactivity and validity, it cautions that criteria for promotion, tenure, and reappointment may encourage faculty to pursue prizes, outside work, audience appeal, or individual credit in ways that may or may not support departmental goals. The discussion argues that institutions should align evaluation procedures with their actual missions, whether those missions emphasize artistic innovation, cultural service, or student education. It also distinguishes artistic criteria from educational criteria and urges administrators to consider the likely effects of each assessment method. The article situates faculty evaluation within communication administration by emphasizing valid standards, intentional peer review, and clearer forums for assessing creative work.
Recommended Citation
Becker, Samuel L.
(1984)
"Evaluation: Reactivity and Validity,"
Association for Communication Administration Bulletin: Vol. 48, Article 17.
Available at:
https://stars.library.ucf.edu/aca/vol48/iss1/17
