75-3155 NUGENT, Beatrice Louise, 1943- WOODY HAYES; A CASE STUDY IN PUBLIC COMMUNICATION, 1973. The Ohio State University, Ph.D., 1974 Speech Xerox University Microfilms,Ann Arbor, Michigan48ice © 1974 BEATRICE LOUISE NUGENT ALL RIGHTS RESERVED THIS DISSERTATION HAS BEEN MICROFILMED EXACTLY AS RECEIVED. WOODY HAYES I A CASE STUDY IN PUBLIC COMMUNICATION, 1973 DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Beatrice Louise Nugent, B.A., M.A. The Ohio State University 1974 Reading Committeei Approved By Dr. John J. Makay, Adviser Dr. Keith Brooks Dr. James L. Golden Department of Communicamon ACKNOWLEDGEMENTS In this space, it would be impossible for me to thank all the people who provided help and encouragement while this work was being prepared. However, I hope I expressed ray sincere appreciation to each along the way. There are those who deserve a special "thank you," though, for without their help and encouragement, it is doubtfiol Tdiether this task could have been completed. Certainly, Coach Hayes and his secretary, Ms, Lena Biscuso, were indispensable. They provided me with information that could not have been acquired elsewhere. Dr. John J, Makay, Chairman of my dissertation committee, provided excellent guidance and gave generously of his time. The other two members of my committee - Dr, Keith Brooks and Dr, James L. Golden - were also most helpful and supportive, I deeply appreciate their efforts. To my parents and family - words are inadequate to fully thank them for the emotional stability they provided. That stability was further enhanced by the constant encouragement of Mrs, Isabelle Pierce and her family and by fellow doctoral candidate, Ms, Jude Yablonsky, TO MY MOM AND DAD March 19, 1 9 ^ 3 .......... B o m - Rayne, Louisiana 1965 ....... ...... B.A., Northeast Louisiana State College, Monroe, Louisiana 1965 - 1967............. Teaching Assistant, Department of Speech, Louisiana State University, Baton Rouge, Louisiana 1967 .................. M.A., Louisiana State University, Baton Rouge, Louisiana 1967 - 1 9 7 0...... Instructor in Pine Arts, The University of North Carolina at Charlotte, Charlotte, North Carolina 1970 - 1971. ........... Teaching Associate, Department of Communication, Michigan State University, East Lansing, Michigan 1971 - 1974. ........... Teaching Associate, Department of Communication, The Ohio State University, Columbus, Ohio FIELDS OP STUDY Major Field: General Communication Studies in Rhetoric. Professors William R. Brown and James L, Golden (Ohio State University) Studies in Communication Theory. Professors David K. Berio and Gerald R. Miller (Michigan State University); Professors Wallace C. Fotheringhara and Franklin H. Knower (Ohio State University) Studies in Speech Education. Professor George L. Lewis (Ohio State University) Adviser. Professor John J, Makay LIST OF TABLES Tables Page 1 Discussion of Values in the Messages AnaJLyzed . , , 106 2 Hayes* Record at Ohio State ........... 196 TABLE OP CONTENTS Page ACKNOWLEDGEMENTS ................ il VITA ....................................... ill LIST OF TABLES ............................... iv Chapter I. INTRODUCTION .......................... 1 Need for the Study .................. 2 Statement of the Problem ............. 4 Statement of Purpose ........... .... 7 Research Questions .................... 10 Primary Research D a t a ................ 10 Methods and Procedures ............... 16 II. MEDIA AND SETTINGS UTILIZED BY COACH HAYES . 32 Television ......................... 32 R a d i o ........... 37 B o o k s ......... ^0 Press Luncheons..................... 46 Public Speaking Appearances , .......... 52 Sports Coverage in Local, State, and National Newspapers ............... 6l Summ a r y ............................ 64 III. DOMINANT AMERICAN VALUE POSTULATES ...... 75 Puritan and Pioneer Morality........... 81 The Value of the Individual........... 82 Effort and Optimism............. 83 Science and Secular Rationality ........ 83 Efficiency,,Practicality, and Pragmatism . 84 Achievement and Success ............... 85 Quantification . .................. 87 Material Comfort ..................... 88 Generosity and "Considerateness" ........ 89 Rejection of Authority ................ 90 Equality.................. 91 Page Change-Progress-Future .......... 92 External Conformity ..................... 93 Sociality ........................... 9^ H u m o r........................... 96 Patriotism ......... ............ 96 Summary.............................. 97 VALUE POSTULATES APPEALED TO BY HAYES .... 104 Puritan and Pioneer Morality ............ 105 The Value of the Individual........... 113 Effort and Optimism .... 117 Science and Secular Rationality ........ 119 Efficiency, Practicality, and Pragmatism . 120 Achievement and Success ................. 121 Quantification , .................... 124 Material Comfort ...................... 127 Generosity and "Considerateness" ......... 127 Rejection of Authority ................. 129 Equality ....... ............. 130 Change-Progress-Future............... 131 External Confor-mity.................. 132 Sociality ...................... 133 Humor ......................... 134 Patriotism......................... 135 Summary.............................. 137 HAYES' UNIQUENESS M D ATTRACTIVENESS......... 147 Idiosyncrasy......................... 147 1. Hayes' Manner of Expressing His Ideas 148 2. The Language U s e d ............. 157 3. "Interest Devices" Employed .... 158 4. Unique Physical Presence........ 163 P r estige ...................... 167 1. What Audiences Knew or Believed to Be True ................ 167 2. Hayes’ Reputation for Competence and Trustworthiness ............... 174 3. Prestige Rested Upon Professional Calling and Personal Resources ...... 175 4. Rhetorical Efforts - Book and Speeches - Enhanced Prestige ........... 177 Summary ............................ 180 vi Page VI. WOODY HAYES I AN AMERICAN H E R O ............ 188 Characteristics of An American Hero - "Folk," "Composite," and "Popular" . , 189 Hayes' Life ....................... 19^ What Hayes Values................ 197 Hayes’ Images ..................... 200 Negative 1 Mr. H y d e ............. 200 Positive: Dr. Jekyll........... 203 Is Hayes’ An American Hero?.......... 205 Summary........................ 211 VII. SUMMARY Aîi’D CONCLUSIONS................. 2l6 APPENDIX A. Interviews................ 244 B. Interview Questions ......... 24? For Coach Woody H a y e s ........ 24? For Ne w s m e n ....................... 252 For Mrs. Anne Hayes and Steve Hayes.. ...... 258 C. Tapes of Shows and Public Speaking Appearances. 259 D. Representative List of Public Speaking Appeéirances 261 BIBLIOGRAPHY................................. 26? CHAPTER I INTRODUCTION One man in the City of Columbus, Ohio, commanded large amounts of air time, newspaper print, and crowd support from September, 1973» through January, 1974. Each Saturday evening from September 15 - November 24, 1973» he could be heard both being interviewed and interviewing others for a half hour on WBNS-TV (Channel lO) begin­ ning at 11:30 p.m. He was interviewed weekly on WTVN (610) Radio in Columbus for 15 minutes prior to the opening kick-off of the Ohio State football game. During the football season, he held a weekly press luncheon at the Jai Lai Restaurant in Columbus. From September, 1973 - January, 1974, he was referred to or quoted al­ most daily in the mass media. Furthermore, he spoke to countless groups. Among these were: the Dispatch Quarterback Club members of Columbus at their four evening meetings; the crowds attending the "Senior Tackle" at Ohio Stadium on Thanksgiving Day; those at the O.S.U. "pep" rally before the homecoming game against Northwestern; the approximately 1200^ gathered at the Football Appreciation Dinner in the Ohio Union at O.S.U. on November 26, 1973; and the estimated crowd of 5»000^ assembled to honor the Buckeyes for their Rose Bowl victory at the Football Appreciation Rally at Ohio State's St. John Arena on January 11, 1974. Also, he published his third book. You Win With PeopleI. in August, 1973. It joins his two other books: 1 Football at Ohio State (1957) and Hot Line to Victory (1969). This man viho commanded the air time, newspaper print, and crowd support just briefly sketched is, of course, Ohio State University's Head Football Coach, Wayne Woodrow "Woody" Hayes, The public communication of Woody Hayes is the subject of this study. NEED FOR THE STUDY "Bear" Bryant, John McKay, Darryl Royal, "Pepper" Rogers, Joe Patemo, Ara Parseghian, Barry Switzer, "Bo" Schembechler, "Charlie" McClendon, Woody Hayes - many of these names are household words. Why should they be of interest to persons in the field of communica­ tion, though? To anyone who follows college football each Fall, whether as a spectator in the stands, via television, radio, or through news­ paper and magazine accounts, at least some of these names should be quite familiar because they arc the names of head football coaches at major American universities. Furthermore, during most of the 1973 season all of the coaches had teams rated among the Top 10 in the nation by both United Press International and the Associated Press.^ Besides the obvious fact that many Americans are interested in these men and their teams because they enjoy football and may like to root for a winning team or a hometown favorite, or a school of which they are