‘We are not just ranked in the top; we are in the top 20 ranking’
In writing my PhD thesis on the topic of the idea and experience of academic community, I followed Andrew Sparkes’ less traditional approach and produced three fictional vignettes, aimed a revealing elements of academic life within a fictional setting. All three pieces illustrate the institutional culture of contemporary higher education, or as observed, it’s brutality and crassness. They also illustrate the day-to-day lives of the research participants. Bryan (an emeritus professor) is subject to a surprise move as, in his absence, his office (and his status) is eradicated; Jonathon (an academic leader) introduces a new member of staff to a different way of meeting the team, and the Vice-Chancellor gives an address that is steeped in the language of excellence that pervades the institutional discourse, a language from which there is no escape.
The Vice-Chancellor’s address, given below, is made up from phrases selected from the official corporate narrative of the University of Greystone, the site of the research. The confidence of the institutional discourse is emblematic of the grand narrative that tends to be a strong feature of universities today.
Greystone itself is included as a player in the research, with an articulated position in relation to idea of community. The institution is given a voice by the selection and presentation of corporate documents, including a number of corporate plans. Thirty-one letters from the Vice-Chancellor to all university staff were also analysed. Written in the first person, the letters reveal something about the character of the Vice-Chancellor as a person, through the way in which he chooses to convey his message, his observations and the language he uses. Through them he appears to be speaking directly to the staff and is creating an impression of sharing an almost intimate perspective on what is happening. The (not so) fictional address below, however, is less intimate and evokes what Readings described as the ‘University of Excellence’.
The Vice-Chancellor of Greystone gives an address.
‘Let me state at the outset that it is our leadership that is at the forefront of an outstanding reputation. The major contributions we shall make will undoubtedly be our greatest impact. Our particular strength is that we are well equipped for the pursuit of excellence. We are agenda setting internationally, avowedly ambitious and world-leading due to exceptional strengths that make us world-class. Being among the best with our high-quality, high-achieving and highest standards, which are undeniably of the highest quality and thereby market-leading at a high-level. This high-class and high-impact status must be the highest possible. Our highest ambitions, driven by the highest calibre leadership, enable the highest achievements and therefore the highest possible global influence. Inevitably this highest possible performance from our high performing team ensures a high academic engagement. From such a high base we can gain an edge. Our standards will be ratcheted up, supported by a long and proud history with its international distinction making us excellent in our excellence. This excellent achievement, regarded by all as an exemplar of good practice, is not just exemplary but is regarded as internationally excellent. Being internationally recognised, and being internationally aware, our international significance ensures us the strongest international position. Such international recognition of our extraordinary potential keeps us firmly in the top, in the top flight and on the top tier. And we are not just ranked in the top; we are in the top 20 ranking. Recognised as globally strong, the University excels and we can contribute equally with the best universities in the world. And this enviable reputation delivers an exceptional education, and with excellent research our excellent achievement is second to none. Building on the successes, which put us well within the world top 100, our intellectual power and influence obliges us to play a leading role. Our consistent top-20 ranking is an outstanding contribution, which is ranked in the top quartile. Being successful, inevitably there is public good flowing from what we do. This public good ensures a strong culture and our pioneering work in this area is a powerful combination, and a powerful platform. We are, simply, inspiring and innovative.’
What phrases would you suggest to make this excellent address more excellent?