“It ain’t what I say, it’s the way that I say it.
That’s all, brother, that’s all.”
Let us say there is a well-meaning administrator – in particular, a college president – who wants to be sure that students at her institution are benefiting as much as possible from their undergraduate educations. Clearly, this is a central concern for any college president, since that is presumably a major reason for taking the job.
The president assumes that this is a goal shared by the faculty, since it is at the heart of their own vocation. Moreover, she has heard them speak of how their various disciplines teach not only specific subject matter, but important intellectual skills and habits of mind as well. The president also assumes that, since her faculty colleagues are themselves scholars and scientists, they will have an interest in discovering whether or not their teaching is having the desired effects. And is it not the case that true professionals wish to become better and better at their chosen work?
So, the president makes a carefully prepared presentation at a faculty meeting about “competencies” and “assessment.”
What result can be expected?
The outcome may be a positive one if the faculty community in question is already comfortable with these terms and their meanings; they may be willing, perhaps even eager, to consider how best to go about such a project or to improve an initiative already undertaken.
If, on the other hand, the faculty members have not been enculturated into the world of professional higher ed jargon, which is not the same as disciplinary jargon – or, if, for that matter, they have taken issue with some of it for well-considered reasons that require serious discussion – they will be sufficiently put off by the lingo not to bother attending to the message.
To be sure, there may be other reasons for opposition. Reports have surfaced from the higher education community about faculty members who are resistant to change and wish to go on doing things in the manner to which they have become accustomed. Nonetheless, it is worth attending to the Mae West principle: it is not just the content of the message that is important, but also how that content is being communicated.
Which bring us to “competency” and “assessment.”
“Assessment” has actually been faring better among faculty members in recent years insofar as it avoids what we might call nudnik positivism (i.e., forgetting Einstein’s famous observation that “not everything that counts can be counted and not everything that can be counted counts”) and as long as it is clear that the main goal is to make teachers better at their work, as opposed to fulfilling some misconceived external rankings system obligation. The term has thus been developing a more familiar, relatively congenial specific content, perhaps making it less necessary to use more elegant and traditional alternatives like “evaluation.” Though one should never assume.
What about the neologism “competency,” which some of us (this writer included) have avoided up to this very day? There is, to be sure, a persuasive grammatical justification for preferring “competency” to good old “competence”; this has to do with the distinction between mass nouns and count nouns. “Competence” -- like “water”, “butter”, or “common sense” -- is a mass noun, something you can have more or less of (or, in fact, none at all). “Competency,” on the other hand, operates as a count noun and is thus applicable to items you can have a specific number of – say, two, five, or 16, depending on how many you wish to list. Moreover, “competency” may be preferred over such traditional count nouns as “skill” (which may sound too narrowly technical) or “capacity” (often used of qualities that are innate).
And yet, there are reasons to distrust this term. Some have to do with the meanings it has been acquiring among change enthusiasts who seem to believe that the benefits of higher education can be achieved without significant interaction with actual, human, salaried teachers.
But, even leaving these issues aside and returning to the well-meaning among us who seek to incorporate the benefits of online resources into the essential student/teacher relationship: the very use of the term “competency” may shut down the channel because of what it seems to say about the speaker. Many inhabitants of the world of higher education – especially faculty members – are put off by professional higher ed jargon. If they find such jargon rebarbative (now, that’s a word to conjure with), they may view those who utter it as Aliens from Planet Administration.
Which brings us to a distinction made by sociolinguists and philosophers of language (who prefer greater precision in their analyses than Ms. West found sufficient) -- namely, the distinction between “illocutionary force” and “perlocutionary effect.” “Illocutionary force” refers to what a speaker intends in a communication. So, for example, when someone asks “Do you know what time it is?”, the speaker intends this as a request to be told the time. Should the addressee answer “Yes” and leave it there, that would be a failure of communication. Or, to put it another way, the perlocutionary effect (that is, the effect upon the addressee) will not have been the one hoped for.
So, returning to in the faculty meeting at issue here, the speaker president may strongly believe in the illocutionary force of terms like “competency” and “assessment,” while the perlocutionary effect on the faculty addressees may be roughly equivalent to “yadda yadda yadda.” In brief, if we want the illocutionary force to be with us, we must be ever mindful of the perlocutionary effect.
Given the increasing acceptance of the term “assessment," can we expect the same for “competency”? The very distinguished Derek Bok uses it – more often in Higher Education in America than in an earlier work, Our Underachieving Colleges. Faculty members in a number of institutions are using it – especially in reports submitted to foundations. The Association of American Colleges and Universities has recently been testing the usefulness of the term in identifying the desiderata of a high-quality liberal education.
As it happens, though, AAC&U’s president, Carol Geary Schneider, told me recently that she and others are finding the term “competency” too modest for the true goals of a mind- and horizon-expanding education. The AAC&U is planning to move to the term “proficiency.” an improvement in both substance and style that also serves better to engage the high standards of faculty members. Needless to say, Mae West would have her own reasons for preferring it.