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not my first choice, but:
-intimacy: a smaller school with a better faculty to student ratio. this means classes will be smaller and your professors may actually know your name. counselors are also more easily available. research/intern opportunities are all there as well.
-connections: the alumni connection is extremely strong and may help you down the road for jobs.
-sports: self-explanatory
-different part of LA: this is subjective. some people like the safe bubble of westwood that ucla has, but others (like me) like how usc is in downtown LA, right by the staples center, that place where they hold the emmys (forgot the name), chinatown, koreatown...
-strong programs: ucla is ranked higher overall, but some of usc's programs are top notch. music, film, architecture, business...many people would rather go to usc than ucla for those programs (especially architecture)
-diversity: as a public school, ucla lacks the diversity that usc has. usc has a greater proportion of oos students, and also has more economic and ethnic diversity.
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