Texas Tech University - La Ventana Yearbook (Lubbock, TX)

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Winters in Lubbock can be less than pleasant. Tech stu- dents had to weather the snf)W. sleet and ice to take finals after the fall semester ended. ( Photo by James Raab) College is the time to do the crazy things one may never have the nerve to do again. As friends cheer him on, James Gilliland takes a dive into the mud during D elta Sigma Phi ' s annual pushball tournament. (Photo by Corby Roberts) r Opening — 3

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Showing iheir patriotism and spirit, Tech cheerleaders salute the flag during the national an- them before the football game against Arkansas at .Jones Sta- dium. (Photo by Corby Rob- erts) Perception Takes Precedence With image and perception as this year ' s buzz words, More Than You Think was the message Tech struggled to get across. The university was more concerned than ever about how it was perceived. Efforts were aimed at the realization that there is more to Texas Tech than meets the eye. There is more academic excellence and re- search, more pride and tradition and more beauty at Tech than most people think. And there is more here in West Texas than flat, barren land and dust storms. Donald Haragan, vice president for aca- demic affairs and research, told The Uni- versity Daily, Tech has not marketed it- self right. Too many people don ' t know a thing about us. Many don ' t know about Tech because two other major Texas universities demand the spotlight. Focus on them has directed de- served attention away from Tech. Also, in its 63-year existence Tech has not tooted its own horn. We have sat idly by and let the outside world form its own opin- ions of our university. As a result, stereotypes began to erode Tech ' s image. For example, some perceive Tech as a cowboy college in the middle of nowhere whose students ride horses to class. Some perceive Tech as a university whose students ended up here because they were rejected by Texas A M or the University of Texas. Some perceive Tech students as apathetic individuals who lack pride in their universi- ty. This year. Red Raiders realized it was their responsibility to dispel those stereo- types and to inform the world just how much Tech exceeds outside perceptions. The process of a young university coming of age got into full swing. Tech President Lauro Cavazos made im- age one of his top priorities as did the Stu- dent Association, Board of Regents, stu- dents, faculty, administrators and alumni. We need to do a better job of letting peo- ple know what is out here, Cavazos told The University Daily. We need to do a better job of selling ourselves. Each of us sees Tech through different eyes. Somehow we need to get those views together. And get it together we did. Tech succeeded in calling attention to itself Some of the re- sults were positive, and others were damag- ing. 7Hx njetA X4 (fcatAiH 2 — Opening

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Ijubbock, Texas, is not all flat, dry farmland with no trees. This Tech student relaxes by windsurfing on a small lake in the city near Quaker Avenue. (Photo by Corby Roberts) Double vision seems to be the case as this Red Raider fan cuts down the glare of the Lub- bock sun by wearing mirrored sunglasses during the Tech- Texas A M football game. (Photo by Ian Halperin) 4 — Opening