In April, 1991, Timothy McGuire, a third year student at Georgetown University Law Center, published an article in the Georgetown Weekly Law Review entitled "Admissions Apartheid," which accused the admissions office at Georgetown of admitting minority students who were less qualified than white students. The analysis provided in this paper shows that using the media as a tool to convey emotionally charged ideas will elicit strong responses from the audience. The more emotionally charged a journalistic piece is, the more likely the audience will be either to conform to the ideas presented, or to react in a highly vocal, negative manner. Likewise, the more personally involved the audience is with the issue presented, the less likely they will be to conform to the message presented. The McGuire article divided the Georgetown community and stirred much emotional debate. However, examination of reactions to the article show that it had little chance of being supported by its audience because of the message it presented, and because the audience already had several preconceived ideas about the subject matter. (SR)