[Ed. – Sometimes battling political correctness, rather than knuckling under to it, pays dividends.]
The Wall Street Journal last week published an editorial, titled, “It Pays to Be A Wyoming Cowboy.” The story behind that headline goes back to July 2018 when, as Campus Reform reported at the time, the University of Wyoming stood its ground against about two dozen professors who took issue with the school’s newly-unveiled slogan, “the world needs more cowboys.”
The slogan, critics said was sexist and xenophobic, among other things.
“I am not the only person for whom the word ‘cowboy’ invokes a white, macho, male, able-bodied, heterosexual, U.S.-born person,” associate professor of kinesiology and health Christine Porter said at the time. “The history of cowboys, of course, is much more diverse than that racially, and presumably also for sexual orientation. But the image—what the word ‘cowboy’ means off the top of almost everybody’s head in the U.S.—is the white, heterosexual male.”
Despite the criticism, however, the university stood its ground and continued its marketing campaign with the slogan.
And, according to the Wall Street Journal, the university’s bet on cowboys has so far paid off.