When tuition fees were brought in to the UK higher education system many academics worried that the relationship between students and lecturers would be changed for the worse, as students would be encouraged to see themselves as customers. I haven’t taught in a UK university since 2018 but I have to say I never met any physics students who saw themselves as customers. On the other hand, over the years I have met many parents of students who saw themselves as customers. Maybe the tendency of students to think of themselves as customers has increased over the last six years. I don’t know.
These thoughts popped into my head when my attention was recently drawn to an advertisement for a job at the University of Bristol (which I used to think of as a good university):
Whether or not students see themselves as customers, there is clearly one University that seems to think that’s what they are; at least that’s what the advertisement says.
I have only two comments on this advertisement.
First, it set the ‘Bullshit Job” claxon* ringing very loudly. David Graeber’s book is full of testimonies from people whose job description is just like this! The third paragraph makes it clear that the plan is to bring in someone from outside the higher education system to impose private-sector methods where there is no reason to think they will be productive. I wonder how if the “human-centred approach to experience design” will include anything at all to do with teaching?
Second, I don’t think universities really see students this way at all. The reality is much worse. Students are not really customers, for the same reason that cattle are not customers. They are commodities, the income from which generates profit. A “cattle-centred approach” would have been a more honest form of words…
*If I had time I’d maintain a “Bullshit Jobs” folder in memory of David Graeber…

