CHAPTERVIII
SummaryandTrialBalanceAsinearlierpassages,sohereinspeakingofprofitandloss,thepointofviewtakenisneitherthatofmaterialadvantage,whetheroftheindividualsconcernedorofthecommunityatlarge,northatofexpediencyforthecommongoodinrespectofprosperityorofmorals;noristheappraisalhereventuredupontobetakenasanexpressionofpraiseordispraiseatlarge,touchingthisincursionofbusinessprinciplesintotheaffairsoflearning。
Byandlarge,theintrusionofbusinesslikeideals,aimsandmethodsintothisfield,withalltheconsequencesthatfollow,maybecommendableorthereverse。Allthatismatterforattentionandadvisementatthehandsofsuchasaimtoalter,improve,amendorconservetherunofinstitutionalphenomenathatgoestomakeupthecurrentsituation。Thepresentinquirybearsonthehigherlearningasitcomesintothiscurrentsituation,andontheeffectofthisrecoursetobusinessprinciplesuponthepursuitoflearning。
Notthatthislearningisthereforetobetakenasnecessarilyofhigherandmoresubstantialvaluethanthattrafficincompetitivegainandcompetitivespendinguponwhichbusinessprinciplesconverge,andinwhichtheyfindtheirconsummateexpression,——eventhoughitisbroadlytoberecognizedandtakenaccountofthatsuchisthedeliberateappraisalawardedbythecommonsenseofcivilizedmankind。Theprofitandlossherespokenforisnotprofitandloss,tomankindortoanygivencommunity,inrespectofthatinclusivecomplexofintereststhatmakesupthebalancedtotalofgoodandill;itisprofitandlossforthecauseoflearning,simply;andthereisherenoaspirationtopassonulteriorquestions。Asrequiredbytheexigenciesofsuchanargument,itisthereforeassumed,proforma,thatprofitandlossforthepursuitoflearningisprofitandlosswithoutreservation;verymuchasacorporationaccountantwillauditincomeandoutlaywithintheaffairsofthecorporation,whereas,quaaccountant,hewillperforcehavenothingtosayastotheulteriorexpediencyofthecorporationanditsaffairsinanyotherbearing。
I
Businessprinciplestakeeffectinacademicaffairsmostsimply,obviouslyandavowablyinthewayofabusinesslikeadministrationofthescholasticroutine;wheretheyleadimmediatelytoabureaucraticorganizationandasystemofscholasticaccountancy。Inoneformoranother,somesuchadministrativemachineryisanecessityinanylargeschoolthatistobemanagedonacentralizedplan;astheAmericanschoolscommonlyare,andas,moreparticularly,theyaimtobe。Thisnecessityisallthemoreurgentinaschoolthattakesoverthedisciplineofalargebodyofpupilsthathavenotreachedyearsofdiscretion,asisalsocommonlythecasewiththoseAmericanschoolsthatclaimrankasuniversities;andthenecessityisallthemoreevidenttomenwhoseidealofefficiencyisthecentralizedcontrolexercisedthroughasystemofaccountancyinthemodernlargebusinessconcerns。ThelargerAmericanschoolsareprimarilyundergraduateestablishments,——withnegligibleexceptions;andunderthesecurrentAmericanconditions,ofexcessivenumbers,suchacentralizedandbureaucraticadministrationappearstobeindispensablefortheadequatecontrolofimmatureandreluctantstudents;atthesametime,suchanorganizationconducestoanexcessivesize。Theimmediateandvisibleeffectofsuchalargeandcentralizedadministrativemachineryis,onthewhole,detrimentaltoscholarship,evenintheundergraduatework;thoughitneednotbesoinallrespectsandunequivocally,sofarasregardsthatroutinetrainingthatisembodiedintheundergraduatecurriculum。Butitisatleastanecessaryevilinanyschoolthatisofsoconsiderableasizeastoprecludesubstantiallyallcloseorcordialpersonalrelationsbetweentheteachersandeachoftheseimmaturepupilsundertheircharge,as,again,iscommonlythecasewiththeseAmericanundergraduateestablishments。Suchasystemofauthoritativecontrol,standardization,gradation,accountancy,classification,creditsandpenalties,willnecessarilybedrawnonstricterlinesthemoretheschooltakesonthecharacterofahouseofcorrectionorapenalsettlement;inwhichtheirresponsibleinmatesaretobeheldtoaroundofdistastefultasksandrestrainedfrom(conventionally)excessiveirregularitiesofconduct。Atthesametimethisrecoursetosuchcoercivecontrolandstandardizationoftaskshasunavoidablygiventheschoolssomethingofthecharacterofapenalsettlement。
Asintimatedabove,theidealofefficiencybyforceofwhichalarge—scalecentralizedorganizationcommendsitselfinthesepremisesisthatpatternofshrewdmanagementwherebyalargebusinessconcernmakesmoney。Theunderlyingbusiness—likepresumptionaccordinglyappearstobethatlearningisamerchantablecommodity,tobeProducedonapiece—rateplan,rated,boughtandsoldbystandardunits,measured,countedandreducedtostapleequivalencebyimpersonal,mechanicaltests。Inallitsbearingstheworkisherebyreducedtoamechanistic,statisticalconsistency,withnumericalstandardsandunits;
whichconducestoperfunctoryandmediocrewOrkthroughout,andactstodeterbothstudentsandteachersfromafreepursuitofknowledge,ascontrastedwiththepursuitofacademiccredits。Sofarasthismechanisticsystemgoesfreelyintoeffectitleadstoasubstitutionofsalesmanlikeproficiency——abalancingofbargainsinstaplecredits——intheplaceofscientificcapacityandaddictiontostudy。
Thesalesmanlikeabilitiesandthemenofaffairsthatsoaredrawnintotheacademicpersonnelare,presumably,somewhatundergradeintheirkind;sincethepecuniaryinducementofferedbytheschoolsisratherlowascomparedwiththeremunerationforofficeworkofasimilarcharacterinthecommonrunofbusinessoccupations,andsincebusinesslikeemployeesofthiskindmayfairlybepresumedtogounreservedlytothehighestbidder。Yetthesemoreunscholarlymembersofthestaffwillnecessarilybeassignedthemoreresponsibleanddiscretionarypositionsintheacademicorganization;sinceundersuchaschemeofstandardization,accountancyandcontrol,theschoolbecomesprimarilyabureaucraticorganization,andthefirstandunremittingdutiesofthestaffarethoseofofficialmanagementandaccountancy。Thefurtherqualificationsrequisiteinthemembersoftheacademicstaffwillbesuchasmakeforvendibility,——volubility,tactfuleffrontery,conspicuousconformitytothepopulartasteinallmattersofopinion,usageandconventions。
Theneedofsuchabusinesslikeorganizationassertsitselfinsomewhatthesamedegreeinwhichtheacademicpolicyisguidedbyconsiderationsofmagnitudeandstatisticalrenown;andthisinturnissomewhatcloselycorrelatedwiththeextentofdiscretionarypowerexercisedbythecaptainoferuditionplacedincontrol。Atthesametime,byprovocationofthefacilitieswhichitoffersformakinganimpressivedemonstration,suchbureaucraticorganizationwillleadtheuniversitymanagementtobenditsenergieswithsomewhatmoresinglenesstotheparadeofmagnitudeandstatisticalgains。Italso,andinthesameconnection,provokestoapersistentanddetailedsurveillanceanddirectionoftheworkandmanneroflifeoftheacademicstaff,andsoitactstoshutoffinitiativeofanykindintheworkdone。(1*)
Intimatelyboundupwiththisbureaucraticofficialismandaccountancy,andworkingconsistentlytoasimilaroutcome,isthepredilectionfor\"practicalefficiency\"thatistosay,forpecuniarysuccess——prevalentintheAmericancommunity。(2*)
Thispredilectionisamatterofsettledhabit,due,nodoubt,tothefactthatpreoccupationwithbusinessinterestscharacterizesthiscommunityinanexceptionaldegree,andthatpecuniaryhabitsofthoughtconsequentlyrulepopularthinkinginapeculiarlyuncriticalandprescriptivefashion。Thispecuniaryanimusfallsinwithandreinforcesthemovementforacademicaccountancy,andcombineswithittofurtheraso—called\"practical\"biasinalltheworkoftheschools。
Itappears,then,thattheintrusionofbusinessprinciplesintheuniversitiesgoestoweakenandretardthepursuitoflearning,andthereforetodefeattheendsforwhichauniversityismaintained。Thisresultfollows,primarily,fromthesubstitutionofimpersonal,mechanicalrelations,standardsandtests,intheplaceofpersonalconference,guidanceandassociationbetweenteachersandstudents;asalsofromtheimpositionofamechanicallystandardizedroutineuponthemembersofthestaff,wherebyanydisinterestedpreoccupationwithscholarlyorscientificinquiryisthrownintothebackgroundandfallsintoabeyance。Fewifanywhoarecompetenttospeakinthesepremiseswillquestionthatsuchhasbeentheoutcome。Tooffsetagainstthisworkofmutilationandretardationtherearecertaingainsinexpedition,andinthevolumeoftrafficthatcanbecarriedbyanygivenequipmentandcorpsofemployees。Particularlywilltherebeagaininthestatisticalshowing,bothasregardsthevolumeofinstructionoffered,andprobablyalsoasregardstheenrolment;sinceaccountancycreatesstatisticsanditsabsencedoesnot。
Suchincreasedenrolmentasmaybeduetobusinesslikemanagementandmethodsisanincreaseofundergraduateenrolment。
Theneteffectasregardsthegraduateenrolment——apartfromanyvocationalinstructionthatmayeuphemisticallybescheduledas\"graduate\"——isinallprobabilityratheradecreasethananincrease。Throughindoctrinationwithutilitarian(pecuniary)
idealsofearningandspending,aswellasbyengenderingspendthriftandsportsmanlikehabits,suchabusinesslikemanagementdivertstheundergraduatestudentsfromgoinginforthedisinterestedpursuitofknowledge,andsofromenteringonwhatisproperlyuniversitywork;aswitnesstherelativelyslightproportionofgraduatestudentsoutsideoftheprofessionalschools——whocomeupfromtheexcessivelylargeundergraduatedepartmentsofthemoreexpansiveuniversities,ascontrastedwiththenumberofthosewhocomeintouniversityworkfromthesmallerandlessbusinesslikecolleges。
Theulteriorconsequencesthatfollowfromsuchbusinesslikestandardizationandbureaucraticefficiencyareevidentinthecurrentstateofthepublicschools;especiallyasseeninthelargertowns,wheretheprinciplesofbusinessmanagementhavehadtimeandscopetoworkoutinafairdegreeofconsistency。
Theresultingabominationofdesolationissufficientlynotorious。Andthereappearstobenoreasonwhyasimilarlystaleroutineoffutilityshouldnotovertaketheuniversities,andgivesimilarlyfoolishresults,asfastasthesystemofstandardization,accountancyandpiece—workgoesconsistentlyintoeffect,——exceptonlyforthecontinuedenforcedemploymentofamodicumofimpracticablescholarsandscientistsontheacademicstaff,whoseunbusinesslikescholarlyproclivitiesandinabilitytokeeptheminer’s—inchofscholasticcreditalwaysinmind,mustinsomemeasurealwaysdefeattheperfectworkingofstandardizationandaccountancy。
Asmightbeexpected,thisr間imeofgraduatedsterilityhasalreadymadefairheadwayintheundergraduatework,especiallyinthelargerundergraduateschools;andthisinspiteofanyeffortsOnthepartoftheadministrationtohedgeagainstsuchanoutcomebyrecoursetoanintricatesystemofelectivesandawidediversificationofthestandardunitsoferuditionsooffered。
Inthegraduateworkthelikeeffectisonlylessvisible,becausethemeasuresleadingtoithavecomeintobearingmorerecently,andhithertolessunreservedly。Butthelikeresultsshouldfollowherealso,justsofastandsofarasthesamerangeofbusinessprinciplescometobeworkedintothetextureoftheuniversityorganizationinthesameefficaciousmannerastheyhavealreadytakeneffectinthepublicschools。And,pushedonasitisbytheprogressivesubstitutionofmenimbuedwiththetastesandhabitsofpracticalaffairs,intheplaceofunpracticalscholarlyideals,themovementtowardaperfunctoryroutineofmediocrityshouldlogicallybeexpectedtogoforwardataprogressivelyacceleratedrate。Thevisibledriftofthingsinthisrespectintheacademicpursuitofthesocialsciences,so—called,isanargumentastowhatmaybehopedforinthedomainofacademicscienceatlarge。Itisonlythattheexecutiveisactuatedbyasharpersolicitudetokeeptheacademicestablishmentblamelessofanythinglikeinnovationoriconoclasmatthispoint;whichreinforcesthedrifttowardamechanisticroutineandacurtailmentofinquiryinthisfield;
itisnotthatthesesciencesthatdealwiththephenomenaofhumanlifelendthemselvesmorereadilytomechanicaldescriptionandenumerationthanthematerialsciencesdo,noristheirsubjectmatterintrinsicallymoreinertorlessprovocativeofquestions。
II
Throughouttheabovesummaryreview,asalsothroughtheforegoinginquiry,theargumentcontinuallyreturnstoorturnsabouttwomaininterests,——notorietyandtheacademicexecutive。Thesetwomightbecalledthetwofociaboutwhichswingstheorbitoftheuniversityworld。Theseconjugatefocilieonareasonablyshortaxis;indeed,theytendtocoincide;sothattheorbitcomesneartheperfectionofacircle;havingvirtuallybutasinglecentre,whichmayperhapsindifferentlybespokenofastheuniversity’spresidentorasitsrenown,accordingasonemayinclinetoconceivethesemattersintermsoftangiblefactorofintangible。
Thesystemofstandardizationandaccountancyhasthisrenownorprestigeasitschiefulteriorpurpose,——theprestigeoftheuniversityorofitspresident,whichlargelycomestothesamenetresult。Particularlywillthisbetrueinsofarasthisorganizationisdesignedtoservecompetitiveends;whichare,inacademicaffairs,chieflytheendsofnotoriety,prestige,advertisinginallitsbranchesandbearings。Itisthroughincreasedcreditablenotorietythattheuniversitiesseektheircompetitiveends,anditisonsuchincreaseofnotoriety,accordingly,thatthecompetitiveendeavoursofabusinesslikemanagementarechieflyspent。Itisinandthroughsuchaccessionofrenown,therefore,thatthechiefandmosttangiblegainsduetotheinjectionofcompetitivebusinessprinciplesintheacademicpolicyshouldappear。
Ofcourse,thisrenown,assuch,hasnosubstantialvaluetothecorporationoflearning;nor,indeed,toanyonebuttheuniversityexecutivebywhosemanagementitisachieved。Takensimplyinitsfirstincidence,asprestigeornotoriety,itconducesinnodegreetothepursuitofknowledge;butinitsulteriorconsequences,itappearscurrentlytobebelieved,atleastostensibly,thatsuchnotorietymustgreatlyenhancethepowersofthecorporationoflearning。Theseulteriorconsequencesare(believedtobe),agrowthinthematerialresourcesandthevolumeoftraffic。
Suchgoodeffectsasmayfollowfromasedulousattentiontocreditablepublicity,therefore,arethechiefgainstobesetoffagainstthemischiefincidentto\"scientificmanagement\"inacademicaffairs。Henceanylineofinquiryintothebusinessmanagementoftheuniversitiescontinuallyleadsbacktothecaresofpublicity,withwhatmighttoanoutsiderseemundueinsistence。Thereasonisthatthebusinesslikemanagementandarrangementsinquestionarehabitually——andprimarilyrequiredeithertoservetheendsofthiscompetitivecampaignofpublicityortoconformtoitsscheduleofexpediency。Thefeltneedofnotorietyandprestigehasamainshareinshapingtheworkandbearingoftheuniversityateverypoint。Whateverwillnotservethisendofprestigehasnosecurefootingincurrentuniversitypolicy。Themarginoftoleranceonthisheadisquitenarrow;anditisapparentlygrowingincontinentlynarrower。
Sofarasanyuniversityadministrationcan,withtherequisitedignity,permititselftoavowapursuitofnotoriety,thegainthatisavowedlysoughtbyitsmeansisanincreaseoffunds,——moreorlessingenuouslyspokenofasanincreaseofequipment。Anincreasedenrolmentofstudentswillbenolesseagerlysoughtafter,butthereceivedcanonsofacademicdecencyrequirethisobjecttobekeptevenmorediscreetlymaskedthanthequestoffunds。
Thedutiesofpublicityarelargeandarduous,andtheexpendituresincurredinthisbehalfaresimilarlyconsiderable。
SothatitisnotunusualtofindaPublicityBureau——oftenapologeticallymasqueradingunderalesstell—talename——
incorporatedintheuniversityorganizationtofurtherthisenterpriseinreputablenotoriety。Notonlymustacreditablepublicitybeprovidedfor,asoneoftherunningcaresoftheadministration,buteveryfeatureofacademiclife,andofthelifeofallmembersoftheacademicstaff,mustunremittingly(thoughofcourseunavowedly)beheldundersurveillanceateveryturn,withaviewtofurtheringwhatevermayyieldareputablenotoriety,andtocorrectingoreliminatingwhatevermaybeconceivedtohaveadoubtfuloruntowardbearinginthisrespect。
Thissurveillanceofappearances,andofthemeansofpropagatingappearances,isperhapsthemostexactingdetailofdutyincumbentonanenterprisingexecutive。Withoutsuchapainstakingcultivationofareputablenotoriety,itisbelieved,adueshareoffundscouldnotbeprocuredbyanyuniversityfortheprosecutionofitsworkasaseminaryofthehigherlearning。
Itsmorealertandunabashedrivals,itispresumed,wouldinthatcasebeabletodiverttheflowofloosefundstotheirownuse,andwouldsooutstriptheirdilatorycompetitorintheraceforsizeandpopularacclaim,andtherefore,itissoughttobebelieved,inscientificandscholarlyapplication。
Intheabsenceofallreflection——notanuncommonframeofmindinthisconnection——onemightbetemptedtothinkthatallthisacademicenterpriseofnotorietyandconciliationshouldaddsomethingappreciabletotheaggregateoffundsplacedatthedisposaloftheuniversities;andthateachofthesecompetitiveadvertisingconcernsshouldsogainsomethingappreciable,withouttherebycuttingintothesupplyoffundsavailablefortherest。Butsuchisprobablynottheoutcome,toanyappreciableextent;assuredlynotapartfromthecaseofthestateuniversitiesthataredependentonthefavouroflocalpoliticians,andperhapsapartfromgiftsforconspicuousbuildings。
Withwhatever(slight)reservationmaybedue,publicityinuniversitymanagementisofsubstantiallythesamenatureandeffectasadvertisinginothercompetitivebusiness;andwithsuchreservationasmaybecalledforinthecaseofotheradvertising,itisanengineofcompetition,andhasnoaggregateeffect。Asistrueofcompetitivegainsinbusinessatlarge,soalsothesedifferentialgainsoftheseveraluniversitycorporationscannotbeaddedtogethertomakeanaggregate。Theyaredifferentialgainsinthemain,ofthesamenatureasthegainsachievedinanyothergameofskillandeffrontery。Thegrossaggregatefundscontributedtouniversityusesfromallsourceswouldinallprobabilitybenearlyaslargeintheabsenceofsuchcompetitivenotorietyandconformity。Indeed,itshouldseemlikelythatsuchdonorsasaregiftedwithsufficientsenseofthevalueofscienceandscholarshiptofinditworthwhiletosinkanypartoftheircapitalinthatbehalfwouldbesomewhatdeterredbythespectacleofcompetitivewasteandfutileclamourpresentedbythisacademicenterprise;sothattheoutcomemightaswellbeadiminutionofthegrossaggregateofdonationsandallowances。Butsuchanargumentdoubtlessrunsonveryprecariousgrounds;itisbynomeansevidentthatthesemunificentpatronsoflearninghabituallydistinguishbetweenscholarshipandpublicity。Butinanycaseitisquitesafetopresumethattothecauseoflearningatlarge,andthereforetothecommunityinrespectofitsinterestintheadvancementoflearning,noappreciablenetgainaccruesfromthiscompetitivepublicityoftheseatsoflearning。
Insomeslight,ordoubtful,degreethiscompetitivepublicity,includingacademicpageants,genteelsolemnities,andthelike,mayconceivablyaugmentthegrossaggregatemeansplacedatthedisposaloftheuniversities,bypersuasivelykeepingthewell—meaningmenofwealthconstantlyinmindoftheuniversity’sneedofadditionalfunds,aswellasofthefactthatsuchgiftswillnotbeallowedtoescapeduepublicnotice。
Buttheaggregateincreaseoffundsduetotheseendeavoursisdoubtlessnotlargeenoughtooffsettheaggregateexpenditureonnotoriety。Takenasawhole,andcountinginallthewide—rangingexpenditureentailedbythisenterpriseinnotorietyandthemaintenanceofacademicprestige,universitypublicitydoubtlesscostsappreciablymorethanitbrings。Sofarasitsucceedsinitspurpose,itschiefeffectistodiverttheflowoffundsfromonetoanotheroftherivalestablishments。Intheaggregatethisexpedientforprocuringmeansfortheadvancementoflearningdoubtlessresultsinanappreciablenetloss。
Thenetloss,indeed,isalwaysmuchmoreconsiderablethanwouldbeindicatedbyanystatisticalshowing;forthisacademicenterpriseinvolvesanextensiveandalmostwhollywastefulduplicationofequipment,personnelandoutputofinstruction,asbetweentherivalseatsoflearning,atthesametimethatitalsoinvolvesanexcessivelyparsimoniousprovisionforactualscholasticwork,ascontrastedwithpublicity;soalsoitinvolvestheoverloadingofeachrivalcorpsofinstructorswithaheterogeneousscheduleofcourses,beyondwhatwouldconducetotheirbestefficiencyasteachers。Thiscompetitiveparcelment,duplicationandsurreptitiousthrift,duetoabusinesslikerivalrybetweentheseveralschools,isperhapsthegravestdrawbacktotheAmericanuniversitysituation。
Itshouldbeaddedthatnoaggregategainforscholarshipcomesofdivertinganygivenstudentfromoneschooltoanotherduplicateestablishmentbyspeciousoffersofadifferentialadvantage;particularlywhen,asfrequentlyhappens,thedifferentialinducementtakestheformoftheextra—scholasticamenitiesspokenofinanearlierchapter,orthegreaterallegedprestigeofoneschoolasagainstanother,or,asalsohappens,asurreptitiouslygreaterfacilityforachievingagivenacademicdegree。
Inallitsmultifariouswaysandmeans,universityadvertisingcarriedbeyondthemodicumthatwouldserveadue\"publicityofaccounts\"asregardstheworktobedone,accomplishesnousefulaggregateresult。And,asistrueofadvertisinginothercompetitivebusiness,currentuniversitypublicityisnotaneffectivemeansofspreadingreliableinformation;norisitdesignedforthatend。Hereaselsewhere,tomeettherequirementsofcompetitiveenterprise,advertisingmustsomewhatexceedthepointofmaximumveracity。
Innofieldofhumanendeavouriscompetitivenotorietyandapainstakingconformitytoextraneousstandardsoflivingandofconductsogratuitousaburden,sincelearningisinnodegreeacompetitiveenterprise;andallmandatoryobservanceoftheconventions——pecuniaryorother——isnecessarilyadragonthepursuitofknowledge。Inordinarycompetitivebusiness,as,e。g。,merchandising,advertisementisameansofcompetitiveselling,andisjustifiedbytheincreasedprofitsthatcometothesuccessfuladvertiserfromtheincreasedtraffic;andonthelikegroundsapainstakingconformitytoconventionalusage,inappearancesandexpenditure,istherewiselycultivatedwiththesameendinview。Intheaffairsofscienceandscholarship,simplyassuchandapartfromthepersonalambitionsoftheuniversity’sexecutive,thereisnothingthatcorrespondstothisincreasedtrafficorthesecompetitiveprofits,(3*)——norwillthediscretionaryofficialsavowthatsuchincreasedtrafficisthepurposeofacademicpublicity。Indeed,anincreasedenrolmentofstudentsyieldsnoincreasednetincome,noristhecorporationoflearningengaged(avowedly,atleast)inanenterprisethatlookstoanetincome。Atthesametime,suchincreasedenrolmentascomesofthiscompetitivesalesmanshipamongtheuniversitiesismadeupalmostwhollyofwasters,accessionsfromthegenteelandsportingclasses,whoseektheuniversityasameansofrespectabilityanddissipation,andwhoservetheadvancementofthehigherlearningonlyasfire,floodandpestilenceservetheneedsofthehusbandman。
Competitivepublicity,therefore,anditsmaid—servantconventionalobservance,wouldappearinallthisorderofthingstohavenoseriousmotive,oratleastnonethatcanfreelybeavowed;aswitnesstheunwillingnessofanyuniversityadministrationformallytoavowthatitseekspublicityorexpendsthecorporatefundsincompetitiveadvertising。Sothatonitsfacethiswholeacademictrafficinpublicityandgenteelconventionalitiesappearstobelittleelsethanaboyishimitationofthewaysandmeansemployed,withshrewdpurpose,inbusinessenterprisethathasnoanalogwiththepursuitofknowledge。Buttheaggregateyearlyexpenditureoftheuniversitiesonthiscompetitiveacademicpublicityrunswellupintothemillions,anditinvolvesalsoanextensivediversionoftheenergiesofthegeneralbodyofacademicmentothesepurposesofcreditablenotoriety;andsuchanexpenditureofmeansandactivitiesisnotlightlytobedismissedasanunadvisedplayofbusinesslikefancyonthepartoftheuniversityauthorities。
Unquestionably,anunreflectingimitationofmethodsthathavebeenfoundgoodinretailmerchandisingcountsforsomethinginthecase,perhapsformuch;fortheacademicexecutivesunderwhosesurveillancethissingularlyfutiletrafficiscarriedonarecommonlymenofcommonplaceintelligenceandaspiration,boundbythecommonplacehabitsofworkdayintercourseinabusinesscommunity。Thehistrionicafflatusisalsobynomeanswantingincurrentuniversitymanagement,andwhencoupledwithcommonplaceidealsinthedramaticartitsoutcomewillnecessarilybeatawdry,spectacularpageantryandastrainingaftershowymagnitude。Thereisalsothelowermotiveofunreflectingclannishnessonthepartoftheseveraluniversityestablishments。Thiscountsforsomething,perhapsformorethanonecouldgracefullyadmit。Itstandsoutperhapsmostbaldlyinthesentimentalrivalry——somewhatfactitious,itistrue——
shownatintercollegiategamesandsimilaroccasionsofinvidiouscomparisonbetweenthedifferentschools。Itis,ofcourse,gratifyingtotheclannishconceitofanycollegemantobeabletoholdupconvincingstatisticalexhibitsshowingthegreatergloryof\"hisown\"university,whetherinathletics,enrolment,alumni,materialequipment,orschedulesofinstruction;whetherhebeanofficial,student,alumnus,ormemberoftheacademicstaff;andallthisarrayandcircumstancewillappealtohimthemoreunreservedlyinproportionasheisgiftedwithamorevulgarsportsmanlikebentandisunmovedbyanydispassionateinterestinmattersofscienceorscholarship;andinproportion,also,ashishabitualoutlookisthatofthecommonplacemanofaffairs。Intheuncriticaleyesofthecommonplacemenofaffairs,whoseexperienceinbusinesshastrainedthemintoaquasi—tropismaticapprovalofnotorietyasameansofadvertising,thesepueriledemonstrationswill,ofcourse,haveahighvaluesimplyintheirownright。Sentimentalchauvinismofthiskindisagoodandefficientmotivetoemulativeenterprise,asfarasitgoes,butevenwhenbackedwiththedirectorate’sproclivitytobusinesslikemake—believe,itcan,afterall,scarcelybemadetocoverthewholevoluminoustrafficthatmustonanyconsistentviewgoinundertheheadofcompetitivepublicity。
III
Theabidingincentivestothistrafficinpublicityandgenteelobservancemustbesoughtelsewherethanintheboyishemotionsofrivalryandclanishelationthatanimatestheacademicstaff,oreveninthehistrionicinterestwhichthemembersofthestafforthedirectoratemayhaveintheprestigeoftheirownestablishment。Thestaff,indeed,arenotinanysensibledegreeaccountableforthispursuitofprestige,sincetheyhavebutlittlediscretioninthesematters;insubstance,thegovernmentofacompetitiveuniversityisnecessarilyofanautocraticcharacter,whateverplausibleformsofcollectiveactionandadvisementitmaybefoundexpedienttoobserve。Theseatofdiscretionisinthedirectorate;thoughmanydetailsofadministrationmaybelefttothedeliberationsofthestaff,solongasthesedetailsdonotimpingeonthedirectorate’sschemeofpolicy。Theimpulseandinitiativetothisenterpriseinpublicity,aswellasthesurveillanceandguidanceinthematter,radiatesfromthiscentre,anditishere,presumably,thattheincentivestosuchenterpriseareimmediatelyfelt。Theimmediatediscretionintheconductofthesemattersrestsinthehandsofthedirectiveacademichead,withtheaidandadviceofhiscircleofpersonalcounsellors,andwiththebackingofthegoverningboard。
Theincentivesthatdecidethepolicyofpublicityandguideitsexecutionmustaccordinglybesuchaswillappealdirectlytothesensibilitiesoftheacademicheadandofthemembersofthegoverningboard;andthisappliesnotonlyasregardsthetrafficinpublicitybyprintandpublicspectacles,butalsoasregardsthediversionofthecorporationoflearningtoutilitarianends,andasregardsthetrafficinconventionalobservancesandconformitytopopularopinion。Whattheseincentivesmaybe,thatsoappealtotheauthoritiesindiscretion,andthatmovethemtodiverttheuniversitiesfromthepursuitofknowledge,isnotaltogethereasytosay;moreparticularlyitisnoteasytofindanexplanationthatshalltakeaccountofthefactsandyetreflectnodiscreditontheintelligenceorthegoodfaithofthesediscretionaryauthorities。
Themotivesthatactuatethemembersofthegoverningboardsareperhapslessobscurethanthosewhichdeterminetheconductoftheacademicexecutive。Thegoverningboardsare,ineffect,madeupofbusinessmen,whodonothabituallylookbeyondthe\"practical\"interestofcommercialgainandthecommonplacesofcommercialroutineandpoliticalbravado。Itis(shouldbe)
otherwisewiththeacademicmanagement,whoare,bytradition,presumedtobeanimatedwithscholarlyideals,andwhoseavowedulteriormotiveisinallcasesthesingle—mindedfurtheranceofthecauseoflearning。