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。