the ranking phenomenon
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president of Valparaiso University in Indiana. In the early 1990s that had
reversed and about 70 plus percent were interested in going to college to
gain material wealth. "For better or worse," he says, "we are attempting
to recruit a student body whose values have been heavily influenced by a
very materialistic society where everything is dependant upon how much
one makes, and one's social standing."
Many educators feel this focus on vocationalism sells colleges short,
at the very least. But they have no choice. "We cannot recruit effectively
if we do not talk to the side of the student's mind who says I'm finally in
higher education because of vocationalism, of wanting to get a credential,
and because I want to be sure that I can get a good job."
At the same time, practicality is not enough. Colleges and universi-
ties--those that are at least minimally selective--must compete in what
has become a high stakes admissions game. Students who do not go to
their college will go somewhere else, presumably to a college that is more
prestigious or, at least, a better value. At no point, nor for any reason, can
these colleges concede any ground to their competitors. So in an envi-
ronment that awards extra points to prestigious schools, all colleges will
focus on those things that reassure students that they are, indeed, going
to a "good" school. Using elite colleges as their frame of reference, this
means talking about the good teaching and personal attention, but most
of all its selectivity and top-notch reputation.
This strategy is no secret in the college world. Colleges know what
students want. "Some call it the Chivas Regal impact," says Harre, "be-
cause everybody wants to drink the very best scotch and drive the very
best car. And it goes back to why people are going to school. If they're
going to school primarily out of vocationalism and want to be sure they're
going to be able to enhance their parents' social and economic status--if
that's their goal--then they are going to do everything they can to
increase their value in the marketplace."
