“…For decades, American universities have wrestled with access and equity issues, yet without modifying the language used to communicate with prospective and current students, universities cannot be surprised when disproportionate numbers of AfricanAmericans (Johnson, 2013), low SES students (Walpole 2003), and students from other underrepresented groups fail to apply in the winter, enroll the following fall, and graduate four years later (Lynch & Engle, 2010). Furthermore, universities continue to suffer from the same access and equity issues in large part due to an inability to recruit and retain students from underrepresented groups, especially at predominantly white institutions (PWIs) (Palmer, Maramba & Holmes, 2012). Here, there is a failure to communicate, but up until this point, this failure has not been articulated as a linguistic shortcoming.…”