The new sitcom about students at a community college was the second-highest rated show of the night.  But as I blogged earlier this year, the question for higher ed is, “What impact will the program have on the image of the community college system?”

Certainly there were some favorable elements in the storyline. The fictional community college is seen as a place where cheating isn’t allowed and adults can go for a second chance at life. Even the quip about the school having an “express line to pay tuition,” speaks to the affordability of community college. Certainly all institutions wish they could always be portrayed as positive and uplifting in every aspect and we work to help them achieve such results.  But I think “Community,” in the end, is probably harmless fun and will likely be less about education and more about the lives of the main characters as the season progresses.

In a brilliant move, NBC created a Web site for the community college on the show. The school even lays out its policy agenda (affordability and accessibility):

http://www.greendalecommunitycollege.com/about/

- Adam Shapiro, Vice President, Public Affairs

TV is a powerful cultural influence. The Love Boat, for instance, is credited with practically inventing the modern cruise ship industry. In the late ’80s, law schools experienced a massive increase of students, which at least one law school dean attributed to the then-popular show L.A. Law—this despite the fact the show hardly put the legal field in a positive light. Even Supreme Court nominee Sonia Sotomayor says that her early interest in the law came from watching Perry Mason.

So what are community colleges to do? They can hope no one watches the show (a distinct possibility given NBC’s ratings these days).  Here are a few more proactive ideas, based on my time in local TV that might help community colleges manage the impact of Community:

• NBC is a major network comprised of local affiliates in every community.  These local stations are run by managers who must maintain a connection with the community as part of their job.  Reach out to these people. Invite them onto your campus.  Let them see what a community college looks like today.

• As part of this outreach, suggest that the news department produce a report about the “real” community college.

• If the NBC station is especially interested in your story, see if you could explore a partnership with the station.  Invite the news anchors to guest lecture or teach a writing or English class.  Ask the sales manager to provide an overview of the TV industry to marketing students.

• The station will be looking for local advertisers for the program (most likely a local car dealer).  Find out who the local advertisers will be and invite them on your campus and educate them about your value.

Community debuts on September 17, and I will be giving you my own review and more perspective on the show and its impact then.

- Adam Shapiro, Vice President, Public Affairs