Go back to the beginning, back to the days when people first understood a character-building college diploma to be the ticket to middle-class success. We would forge a model republic of citizen-students, who would redeem the merit badges of academic achievement for spots in the upper reaches of corporate capitalism. The totems of the modern American striver were to be the University Credential and the Corner Office, and prosperity would reward the ablest.
And so the story remains today, despite everything that has happened in the realms of the corporation and the university. We might worry from time to time about the liberal professors who infest the academy, but school is still where you go to “write your destiny,” to use President Obama’s 2010 description of education generally. Go to college, or else your destiny will be written by someone else. The bachelor’s degree that universities issue is a “credential” that’s “a prerequisite for 21st century jobs,” says the White House website. Obama himself equates education with upward mobility—more schooling equals more success—as well as with national greatness. “The kinds of opportunities that are open to you will be determined by how far you go in school,” he declared a few years ago.
In other words, the farther you go in school, the farther you’ll go in life. And at a time when other countries are competing with us like never before, when students around the world are working harder than ever, and doing better than ever, your success in school will also help determine America’s success in the twenty-first century.
This is commonplace and unremarkable to the point of being utterly hackneyed. Everyone says this. It is obvious. Thomas Friedman, the New York Times foreign affairs columnist who has refashioned himself into the Lord Protector of Learning in recent years, says the same thing, constantly: you’d better have the schooling and the skills that the entrepreneurial class demands if you want to make even a minimal living. The higher education mantra is possibly the greatest cliché in American public life. (...)
The coming of “academic capitalism” has been anticipated and praised for years; today it is here. Colleges and universities clamor greedily these days for pharmaceutical patents and ownership chunks of high-tech startups; they boast of being “entrepreneurial”; they have rationalized and outsourced countless aspects of their operations in the search for cash; they fight their workers nearly as ferociously as a nineteenth-century railroad baron; and the richest among them have turned their endowments into in-house hedge funds.
Now, consider the seventeen-year-old customer against whom this predatory institution squares off. He comes loping to the bargaining table armed with about the same amount of guile that, a few years earlier, he brought to Santa’s lap in the happy holiday shopping center. You can be sure that he knows all about the imperative of achieving his dreams, and the status that will surely flow from the beloved institution. Either he goes to college like the rest of his friends, or he goes to work.
He knows enough about the world to predict the kind of work he’ll get with only a high school diploma in his pocket, but of the ways of the University he knows precious little. He is the opposite of a savvy consumer. And yet here he comes nevertheless, armed with the ability to pay virtually any price his dream school demands that he pay. All he needs to do is sign a student loan application, binding himself forever and inescapably with a financial instrument that he only dimly understands and that, thanks to the optimism of adolescence, he has not yet learned to fear.
The disaster that the university has proceeded to inflict on the youth of America, I submit, is the direct and inescapable outcome of this grim equation. Yes, in certain reaches of the system the variables are different and the yield isn’t quite as dreadful as in others. But by and large, once all the factors I have described were in place, it was a matter of simple math. Grant to an industry control over access to the good things in life; insist that it transform itself into a throat-cutting, market-minded mercenary; get thought leaders to declare it to be the answer to every problem; mute any reservations the nation might have about it—and, lastly, send it your unsuspecting kids, armed with a blank check drawn on their own futures.
Was it not inevitable? Put these four pieces together, and of course attendance costs will ascend at a head-swimming clip, reaching $60,000 a year now at some private schools. Of course young people will be saddled with life-crushing amounts of debt; of course the university will use its knowledge of them—their list of college choices, their campus visits, their hopes for the future—to extract every last possible dollar from the teenage mark and her family. It is lambs trotting blithely to the slaughter. It is the utterly predictable fruits of our simultaneous love affairs with College and the Market. It is the same lesson taught us by so many other disastrous privatizations: in our passion for entrepreneurship and meritocracy, we forgot that maybe the market wasn’t the solution to all things.
An Accounting of Sorts
An educational publisher wrote to me a few months back; they wanted to reprint an essay of mine that they had seen on the Internet, where it is available for free. The textbook in which they wanted to include it, they said, would be “inexpensively priced,” and authors were therefore being asked to keep their reprint fees to a minimum. The low, low price that students were to pay for this textbook: $75.95. “Approximately.”
I was astounded, but it took just a few minutes of research to realize that $76 was, in fact, altruistic by the standards of this industry. Paying $250 for a textbook is more like it nowadays; according to one economist, textbook prices have increased 812 percent over the past thirty-five years, outstripping not only inflation (by a mile) but every other commodity—home prices, health care—that we usually consider to be spiraling out of control.
The explanation is simple. The textbook publishers use every trick known to the marketing mind to obsolete their products year after year, thus closing off the possibility of second-hand sales. What’s more, textbook publishing is a highly concentrated industry—an oligopoly—which means they can drive prices pretty much as high as they feel like driving them. Meanwhile, the professors who assign the textbooks and who might do something about the problem don’t have to pay for them.
Actually, that explanation isn’t simple enough. The truth is that rip-offs like this abound in academia—that virtually every aspect of the higher-ed dream has been colonized by monopolies, cartels, and other unrestrained predators—that the charmingly naive American student is in fact a cash cow, and everyone has got a scheme for slicing off a porterhouse or two.
And so the story remains today, despite everything that has happened in the realms of the corporation and the university. We might worry from time to time about the liberal professors who infest the academy, but school is still where you go to “write your destiny,” to use President Obama’s 2010 description of education generally. Go to college, or else your destiny will be written by someone else. The bachelor’s degree that universities issue is a “credential” that’s “a prerequisite for 21st century jobs,” says the White House website. Obama himself equates education with upward mobility—more schooling equals more success—as well as with national greatness. “The kinds of opportunities that are open to you will be determined by how far you go in school,” he declared a few years ago.In other words, the farther you go in school, the farther you’ll go in life. And at a time when other countries are competing with us like never before, when students around the world are working harder than ever, and doing better than ever, your success in school will also help determine America’s success in the twenty-first century.
This is commonplace and unremarkable to the point of being utterly hackneyed. Everyone says this. It is obvious. Thomas Friedman, the New York Times foreign affairs columnist who has refashioned himself into the Lord Protector of Learning in recent years, says the same thing, constantly: you’d better have the schooling and the skills that the entrepreneurial class demands if you want to make even a minimal living. The higher education mantra is possibly the greatest cliché in American public life. (...)
The coming of “academic capitalism” has been anticipated and praised for years; today it is here. Colleges and universities clamor greedily these days for pharmaceutical patents and ownership chunks of high-tech startups; they boast of being “entrepreneurial”; they have rationalized and outsourced countless aspects of their operations in the search for cash; they fight their workers nearly as ferociously as a nineteenth-century railroad baron; and the richest among them have turned their endowments into in-house hedge funds.
Now, consider the seventeen-year-old customer against whom this predatory institution squares off. He comes loping to the bargaining table armed with about the same amount of guile that, a few years earlier, he brought to Santa’s lap in the happy holiday shopping center. You can be sure that he knows all about the imperative of achieving his dreams, and the status that will surely flow from the beloved institution. Either he goes to college like the rest of his friends, or he goes to work.
He knows enough about the world to predict the kind of work he’ll get with only a high school diploma in his pocket, but of the ways of the University he knows precious little. He is the opposite of a savvy consumer. And yet here he comes nevertheless, armed with the ability to pay virtually any price his dream school demands that he pay. All he needs to do is sign a student loan application, binding himself forever and inescapably with a financial instrument that he only dimly understands and that, thanks to the optimism of adolescence, he has not yet learned to fear.
The disaster that the university has proceeded to inflict on the youth of America, I submit, is the direct and inescapable outcome of this grim equation. Yes, in certain reaches of the system the variables are different and the yield isn’t quite as dreadful as in others. But by and large, once all the factors I have described were in place, it was a matter of simple math. Grant to an industry control over access to the good things in life; insist that it transform itself into a throat-cutting, market-minded mercenary; get thought leaders to declare it to be the answer to every problem; mute any reservations the nation might have about it—and, lastly, send it your unsuspecting kids, armed with a blank check drawn on their own futures.
Was it not inevitable? Put these four pieces together, and of course attendance costs will ascend at a head-swimming clip, reaching $60,000 a year now at some private schools. Of course young people will be saddled with life-crushing amounts of debt; of course the university will use its knowledge of them—their list of college choices, their campus visits, their hopes for the future—to extract every last possible dollar from the teenage mark and her family. It is lambs trotting blithely to the slaughter. It is the utterly predictable fruits of our simultaneous love affairs with College and the Market. It is the same lesson taught us by so many other disastrous privatizations: in our passion for entrepreneurship and meritocracy, we forgot that maybe the market wasn’t the solution to all things.
An Accounting of Sorts
An educational publisher wrote to me a few months back; they wanted to reprint an essay of mine that they had seen on the Internet, where it is available for free. The textbook in which they wanted to include it, they said, would be “inexpensively priced,” and authors were therefore being asked to keep their reprint fees to a minimum. The low, low price that students were to pay for this textbook: $75.95. “Approximately.”
I was astounded, but it took just a few minutes of research to realize that $76 was, in fact, altruistic by the standards of this industry. Paying $250 for a textbook is more like it nowadays; according to one economist, textbook prices have increased 812 percent over the past thirty-five years, outstripping not only inflation (by a mile) but every other commodity—home prices, health care—that we usually consider to be spiraling out of control.
The explanation is simple. The textbook publishers use every trick known to the marketing mind to obsolete their products year after year, thus closing off the possibility of second-hand sales. What’s more, textbook publishing is a highly concentrated industry—an oligopoly—which means they can drive prices pretty much as high as they feel like driving them. Meanwhile, the professors who assign the textbooks and who might do something about the problem don’t have to pay for them.
Actually, that explanation isn’t simple enough. The truth is that rip-offs like this abound in academia—that virtually every aspect of the higher-ed dream has been colonized by monopolies, cartels, and other unrestrained predators—that the charmingly naive American student is in fact a cash cow, and everyone has got a scheme for slicing off a porterhouse or two.
by Thomas Frank, The Baffler | Read more:
Image: Spencer Walts
