In today’s Academic Minute, Timothy Lytton of Albany Law School reveals how stringent selfregulation has allowed the kosher food industry to thrive over the past century. Learn more about the Academic Minute here.
The atmosphere at the university workshop on online learning was becoming a little edgy, with questions in the air like “What does flipping a classroom really mean?” And, more dauntingly, “Do MOOCs threaten our liberal arts model of education?” A high point occurred when one participant, addressing a panel of faculty and administrators, asked, “What is our solution to these changes?” with the not-so-gentle observation, “Because if we don’t have one, we are road kill.”
The response from the panel was slow in coming -- no big surprise. Fact is, there is no easy answer. That’s because the question of how not to become road kill presumes that we understand why we should not become road kill. It is only through a clear, here-and-now answer to the second question that we are likely to devise a credible response to the first.
So here is a here-and-now context for why. Truly harrowing challenges are upon us: climate change, with its companions, the sixth mass extinction, and ecological overreach, are all bearing down on us potential road-pizzas like a convoy of 18-wheelers.
By the time this year’s graduates are ready to send their children to college, the planet’s CO2 concentration will have reached 450 parts per million, summertime Arctic sea ice will be a thing of memory, and humanity will have committed a dozen future human generations to a minimum 2°C temperature rise. These are the terrifying facts of our current reality, and without proper leadership, our likely fate.
To meet these challenges, people -- our future leaders -- need the best possible technological expertise. More than that, they need to be able to think across multiple time horizons. If only liberal arts colleges provided that kind of relevance.
Well, maybe we do.
My daughter just got home from her first year at college — a liberal arts college. Had she experienced anything, I asked, that spoke to dangers that are so slow that they span generations, but are no less deadly for being slow? She looked at me as if to say, do you really know what you’re getting yourself into? Because that was the whole point of her paper about Virgil’s epic poem, the Aeneid.
This was her experience: She had cried when Aeneas killed Turnus. But more than that, she was outraged. For the sake of a moment of vengeful glory, Aeneas had lost his way from the past to the future.
And that related to my question … how?
Try a little empathy, she suggested.
I eventually got it. This, the early part of the 21st century, is our moment. Our willingness to make painful sacrifices for the latter part of the century depends on our ability to empathize with people we have never met — our future grandchildren. Experience in empathizing across a broad expanse of time is one kind of relevance liberal arts institutions have a lot of experience providing.
A second kind of relevance to those harrowing challenges is directly related to the Internet itself. Few would contest that the Internet is an indispensable asset in describing the complex environmental and societal processes that collectively make up what is referred to as climate change. Put another way, no college graduate today should be ignorant of the potential for Internet-based computational power and knowledge to model and predict future climate.
This potential is, of course, much more general. Broadly speaking, the Internet and liberal arts share something very important. They are both about the creation and use of knowledge through collaborative work. How were Unix, Git, and LaTex created? All were the result of a very liberal-artsy vision for online collaboration.
Can liberal arts colleges provide that kind of relevance, too?
As educators, preparing future leaders to exploit the resources of the internet will require that we move into that space ourselves. We have to learn to recognize the opportunities for new paradigms for learning that the internet has created. One major shift already under way is a reorientation toward student-centered classrooms.
Flipping a class -- so that online lectures are viewed at home and class time is spent in active discussion -- is an example. Flipping isn’t new, but digital technology makes flipping easy, and that is new. It works because it lets humans and computers each do what they do best.
Beyond that are new digital tools that we are just figuring out how to use. Examples are discipline-specific software products like Spartan. Spartan produces molecular electronic structures, in three dimensions, on the computer screen. It lets students see and manipulate these structures by solving the most basic equations known to science. Maybe I’m not making that sound as cool as it is, so let me try again. If you think chemistry is an impossibly difficult, jargon-ridden, mysterious science, you are right. Spartan changes that by making every sit-down experience with it a unique, original investigation into the nature of chemical behavior. This is digital-based pedagogy with methodological muscle, formerly a graduate school tool, now accessible to freshmen. You just have to find a way to make it happen in your classroom.
It is through the combination of these two kinds of relevance -- Aeneas and Unix -- that students at undergraduate institutions, our future leaders, get wired for sound, classical judgment informed by the tools of modern life. And if individual liberal arts colleges can deliver these skills better than most, leveraging the advantages of small classes and inspired mentoring, then we are an important part of the response to that convoy rumbling our way.
These kinds of tools are not online grading, and not MOOCs either. They represent a new kind of information literacy. True, we are not there yet; it will take effort, and a bit of daring, to figure out how to teach tools like these. But as we grow into them, we will discover previously unimagined new paradigms for learning.
Rather exciting, actually, considering the stakes. And not at all like road kill.
Steven Neshyba is a professor of chemistry at the University of Puget Sound.
Saint Louis University is putting aside $13.4 million for salary increases for faculty and staff in the coming school year, something its embattled president, the Rev. Lawrence Biondi, said he hoped would demonstrate the university’s recognition “of the important contributions of all our employees” in an announcement early this week. (The president and faculty have been at odds since last year, when he backed a controversial plan to require faculty to requalify for tenure every three years.)
But by midweek, Saint Louis faculty were accusing Biondi of retaliating against professors who had spoken out against him by way of forfeited raises. At Saint Louis, salary recommendations are based in part on performance, and some professors said they didn’t get what their deans had recommended to the university’s senior academic officer, Ellen Harshman. “The system is supposed to be transparent, fair and merit-based,” said Jonathan Sawday, professor of English, in a news release from the university’s American Association of University Professors chapter. “This year, in some cases, it looks like it wasn’t any of those things.”
Steve Harris, professor mathematics and computer science and AAUP chapter president, said statistical analysis showed “irrefutable” evidence that targeted faculty were “largely those – both lay and Jesuit – who opposed the president who had their salary recommendations reduced by [Rev.] Biondi.” Harris said his own dean recommended him for a 3.75 percent raise, but he only received a 1 percent raise. "The difference is $2,000," he said in an e-mail. "This is typical of the most vocal of the opponents."
In a statement to all faculty, Jane Turner, Faculty Senate president and professor of pathology, said members of the senate’s executive committee “believe that all such acts of retaliation warrant serious scrutiny and that the president should be held accountable for this action by informing the affected faculty members of the reasons supporting his decision to overrule the recommendations of the respective deans.”
In an e-mailed statement, Clayton Barry, university spokesman, said that 98 percent of all eligible full-time faculty and staff received salary increases beginning July 1, and that those publicly charging Biondi with retaliation included those who received raises. (Harris said that was true, but that the raises were less than had been recommended.) “The salary review process was the same this year as it has been for the past 30 years,” he said, “and each year some salary recommendations – faculty and staff – are increased and some are decreased during the process.”
Harshman did not immediately return a request for comment, nor did Rev. Michael D. Barber, dean of the Colleges of Arts and Sciences.
The most memorable thing about the 2002 science-fiction movie Minority Report was its depiction of advertising in a few decades -- in particular the scene of Tom Cruise hurrying through a mall, besieged by holographic, interactive invitations to have a Guinness or use American Express, and asking him how he liked the tank tops he’d purchased at the Gap. The virtual shills address him by name (the character’s name, that is) thanks to retinal scanners, which are as ubiquitous in the 2050s as surveillance cameras had become in the century’s first decade.
They are pop-up ads from hell, swarming like hungry ghosts to devour everyone’s attention. (The people Tom Cruise rushes past are presumably getting their own biometrically personalized shopping advice.) The scene feels uncomfortably plausible; it’s the experience of being on the Internet, extended into public space and rendered inescapable.
How effective the film is as social criticism probably depends on what you make of the fact that a quarter of its budget came from product placement. Minority Report’s critique of advertising turns out to be, in part, critique as advertising.
Now, I have some good news and some bad news. The good news is that people have become so resistant to hard-sell advertisement (dodging TV commercials with their DVRs, ignoring or mocking how ad agencies target their desires or insecurities) that they have lost influence. By the 2050s, our psychic calluses should be really thick.
The bad news concerns what is taking the place of the hard sell: a range of techniques discussed at some length in Your Ad Here: The Cool Sell of Guerrilla Advertising (New York University Press) by Michael Serazio, an assistant professor of communications at Fairfield University.
“Cool” advertising, as Serazio uses the expression, does not refer only to campaigns that make a product seem hip, hot, and happening -- so that you will be, too, by buying it. The adjective is instead a nod to the contrast between Marshall McLuhan’s famous if altogether dubious categorizations of “hot” media, such as film or print, and the “cool” sort, chiefly meaning television.
A hot medium, goes the theory, transmits its content in high resolution, so that the recipient easily absorbs it through a single sense. A cool medium, with its low resolution, demands greater involvement from the recipient in absorbing the message. Someone reading Aristotle or watching "Citizen Kane" is more or less passively taking in what the hot medium bombards the eye with, while the “Gilligan’s Island” audience finds its senses quickened (auditory and tactile in particular, according to McLuhan) by a need to compensate for the cool medium’s low level of visual stimulation.
That makes as much sense as any of the sage of Toronto’s other ideas, which is to say not a hell of a lot. Nonetheless, Serazio gets as much value out of the distinction as seems humanly possible by adapting it to the contrast between the old-school “hot” ad campaign – with its clear, strong message that you should buy Acme brand whatchamacallits, and here’s why – and a variety of newer, “cooler” approaches that are more seductive, self-effacing, or canny about dealing with widespread cynicism about corporate hype.
A cool ad campaign, when successful, does not simply persuade people to buy something but creates a kind of spontaneous, intimate involvement with the campaign itself. The consumer’s agency is always stressed. ("Agency" in the sense of capacity to act, rather than where "Mad Men" do their business.) The Dorito’s "Fight for the Flavor" campaign of the mid-‘00s empowered the chip-gobbling public to determine which of two new flavors, Smokin' Cheddar BBQ or Wild White Nacho, would remain on the shelves and which would be pulled. Bloggers and tweeters are encouraged to express their authentic, unscripted enthusiasm. “Buzz agents” are given free samples of a product, chat it up with their friends, then report back how the discussions went. (With word-of-mouth campaigns, the most important is authenticity. Fake that and you’ve got it made.)
And at perhaps its most sophisticated level, cool advertising will cultivate the (potential) consumer’s involvement almost as an end in itself – for example, by providing an opportunity to control the behavior of a man in a chicken suit known as Subservient Chicken.
Let us return to the horrible fascination of Subservient Chicken in due course. But first, theory.
Foucault plus Gramsci equals about a third of the stuff published in cultural studies -- of which “critical industry media studies,” the subspecialty into which Serazio’s book falls, is a part. The conceptual work in Your Ad Here is done with Foucault’s line of power tools, in particular his considerations on governance, while Gramsci seems along mostly to keep him company.
Advertising as governance sounds counterintuitive, given the connotation of state power it elicits, but in Foucault’s work “government” refers to processes of guidance and control that may be more or less distant from the state’s institutions. The teacher governs a class (or tries) and a boss governs the workplace.
Over all, “management” seems like a more suitable term for most non-state modes of governance, and it has the advantage of foregrounding what Serazio wants to stress: Foucault’s point is that governance doesn’t mean giving orders and enforcing obedience but rather “structuring the possible field of action of others” in order “to arrange things in such a way that, through a certain number of means, such-and-such ends may be achieved.”
Governance (management) in this sense is a kind of effective persuasion of the governed party (the student, the fry cook, etc.) to exercise his or her agency to perform the necessary functions of the institution (school, fast-food place) without being subjected to constant external pressure. Insofar as governance is an art or a science, it is through recognizing and anticipating resistance, and preventing or containing disruption. (Some remarks by Gramsci on hegemony and resistance also apply here, but really just barely.)
“Cool sell” advertising counts as governance, in Serazio’s book, because it tries to neutralize public fatigue from advertisement overload -- so that we’re still incited to spend money and think well of a brand. That’s the common denominator of viral marketing, crowdsourced publicity campaigns, plebiscites on snack-food availability, and so on.
It occasionally sounds like Serazio is criticizing these methods as manipulative, but I suspect that’s actually high praise, like when one horror fan tells another that a torture scene in "Hostel" gave him nightmares.
Which brings us back, as promised, to Subservient Chicken, whose role in promoting the Burger King menu remains oblique at best. But he undeniably garnered an enormous amount of attention -- 20 million distinct viewers generating half a billion hits. “By filming hundreds of video clips of a man in a chicken suit,” the author says, “and writing code for a database of terms that would respond to keyword commands for the Chicken to perform those videotaped actions, [the advertising agency] concocted something that was, its own words, ‘so creepy, weird and well-executed that many people who visited… thought they were actually controlling this person in a chicken suit in real life.’ ” I can’t help feeling this calls for more extensive Foucauldian analysis, but I won’t be sticking around to see how that turns out.