CHAPTERVIII
　　SummaryandTrialBalanceAsinearlierpassages，sohereinspeakingofprofitandloss，thepointofviewtakenisneitherthatofmaterialadvantage，whetheroftheindividualsconcernedorofthecommunityatlarge，northatofexpediencyforthecommongoodinrespectofprosperityorofmorals;noristheappraisalhereventuredupontobetakenasanexpressionofpraiseordispraiseatlarge，touchingthisincursionofbusinessprinciplesintotheaffairsoflearning。
　　Byandlarge，theintrusionofbusinesslikeideals，aimsandmethodsintothisfield，withalltheconsequencesthatfollow，maybecommendableorthereverse。Allthatismatterforattentionandadvisementatthehandsofsuchasaimtoalter，improve，amendorconservetherunofinstitutionalphenomenathatgoestomakeupthecurrentsituation。Thepresentinquirybearsonthehigherlearningasitcomesintothiscurrentsituation，andontheeffectofthisrecoursetobusinessprinciplesuponthepursuitoflearning。
　　Notthatthislearningisthereforetobetakenasnecessarilyofhigherandmoresubstantialvaluethanthattrafficincompetitivegainandcompetitivespendinguponwhichbusinessprinciplesconverge，andinwhichtheyfindtheirconsummateexpression，——eventhoughitisbroadlytoberecognizedandtakenaccountofthatsuchisthedeliberateappraisalawardedbythecommonsenseofcivilizedmankind。Theprofitandlossherespokenforisnotprofitandloss，tomankindortoanygivencommunity，inrespectofthatinclusivecomplexofintereststhatmakesupthebalancedtotalofgoodandill;itisprofitandlossforthecauseoflearning，simply;andthereisherenoaspirationtopassonulteriorquestions。Asrequiredbytheexigenciesofsuchanargument，itisthereforeassumed，proforma，thatprofitandlossforthepursuitoflearningisprofitandlosswithoutreservation;verymuchasacorporationaccountantwillauditincomeandoutlaywithintheaffairsofthecorporation，whereas，quaaccountant，hewillperforcehavenothingtosayastotheulteriorexpediencyofthecorporationanditsaffairsinanyotherbearing。
　　I
　　Businessprinciplestakeeffectinacademicaffairsmostsimply，obviouslyandavowablyinthewayofabusinesslikeadministrationofthescholasticroutine;wheretheyleadimmediatelytoabureaucraticorganizationandasystemofscholasticaccountancy。Inoneformoranother，somesuchadministrativemachineryisanecessityinanylargeschoolthatistobemanagedonacentralizedplan;astheAmericanschoolscommonlyare，andas，moreparticularly，theyaimtobe。Thisnecessityisallthemoreurgentinaschoolthattakesoverthedisciplineofalargebodyofpupilsthathavenotreachedyearsofdiscretion，asisalsocommonlythecasewiththoseAmericanschoolsthatclaimrankasuniversities;andthenecessityisallthemoreevidenttomenwhoseidealofefficiencyisthecentralizedcontrolexercisedthroughasystemofaccountancyinthemodernlargebusinessconcerns。ThelargerAmericanschoolsareprimarilyundergraduateestablishments，——withnegligibleexceptions;andunderthesecurrentAmericanconditions，ofexcessivenumbers，suchacentralizedandbureaucraticadministrationappearstobeindispensablefortheadequatecontrolofimmatureandreluctantstudents;atthesametime，suchanorganizationconducestoanexcessivesize。Theimmediateandvisibleeffectofsuchalargeandcentralizedadministrativemachineryis，onthewhole，detrimentaltoscholarship，evenintheundergraduatework;thoughitneednotbesoinallrespectsandunequivocally，sofarasregardsthatroutinetrainingthatisembodiedintheundergraduatecurriculum。Butitisatleastanecessaryevilinanyschoolthatisofsoconsiderableasizeastoprecludesubstantiallyallcloseorcordialpersonalrelationsbetweentheteachersandeachoftheseimmaturepupilsundertheircharge，as，again，iscommonlythecasewiththeseAmericanundergraduateestablishments。Suchasystemofauthoritativecontrol，standardization，gradation，accountancy，classification，creditsandpenalties，willnecessarilybedrawnonstricterlinesthemoretheschooltakesonthecharacterofahouseofcorrectionorapenalsettlement;inwhichtheirresponsibleinmatesaretobeheldtoaroundofdistastefultasksandrestrainedfrom（conventionally）excessiveirregularitiesofconduct。Atthesametimethisrecoursetosuchcoercivecontrolandstandardizationoftaskshasunavoidablygiventheschoolssomethingofthecharacterofapenalsettlement。
　　Asintimatedabove，theidealofefficiencybyforceofwhichalarge—scalecentralizedorganizationcommendsitselfinthesepremisesisthatpatternofshrewdmanagementwherebyalargebusinessconcernmakesmoney。Theunderlyingbusiness—likepresumptionaccordinglyappearstobethatlearningisamerchantablecommodity，tobeProducedonapiece—rateplan，rated，boughtandsoldbystandardunits，measured，countedandreducedtostapleequivalencebyimpersonal，mechanicaltests。Inallitsbearingstheworkisherebyreducedtoamechanistic，statisticalconsistency，withnumericalstandardsandunits;
　　whichconducestoperfunctoryandmediocrewOrkthroughout，andactstodeterbothstudentsandteachersfromafreepursuitofknowledge，ascontrastedwiththepursuitofacademiccredits。Sofarasthismechanisticsystemgoesfreelyintoeffectitleadstoasubstitutionofsalesmanlikeproficiency——abalancingofbargainsinstaplecredits——intheplaceofscientificcapacityandaddictiontostudy。
　　Thesalesmanlikeabilitiesandthemenofaffairsthatsoaredrawnintotheacademicpersonnelare，presumably，somewhatundergradeintheirkind;sincethepecuniaryinducementofferedbytheschoolsisratherlowascomparedwiththeremunerationforofficeworkofasimilarcharacterinthecommonrunofbusinessoccupations，andsincebusinesslikeemployeesofthiskindmayfairlybepresumedtogounreservedlytothehighestbidder。Yetthesemoreunscholarlymembersofthestaffwillnecessarilybeassignedthemoreresponsibleanddiscretionarypositionsintheacademicorganization;sinceundersuchaschemeofstandardization，accountancyandcontrol，theschoolbecomesprimarilyabureaucraticorganization，andthefirstandunremittingdutiesofthestaffarethoseofofficialmanagementandaccountancy。Thefurtherqualificationsrequisiteinthemembersoftheacademicstaffwillbesuchasmakeforvendibility，——volubility，tactfuleffrontery，conspicuousconformitytothepopulartasteinallmattersofopinion，usageandconventions。
　　Theneedofsuchabusinesslikeorganizationassertsitselfinsomewhatthesamedegreeinwhichtheacademicpolicyisguidedbyconsiderationsofmagnitudeandstatisticalrenown;andthisinturnissomewhatcloselycorrelatedwiththeextentofdiscretionarypowerexercisedbythecaptainoferuditionplacedincontrol。Atthesametime，byprovocationofthefacilitieswhichitoffersformakinganimpressivedemonstration，suchbureaucraticorganizationwillleadtheuniversitymanagementtobenditsenergieswithsomewhatmoresinglenesstotheparadeofmagnitudeandstatisticalgains。Italso，andinthesameconnection，provokestoapersistentanddetailedsurveillanceanddirectionoftheworkandmanneroflifeoftheacademicstaff，andsoitactstoshutoffinitiativeofanykindintheworkdone。（1*）
　　Intimatelyboundupwiththisbureaucraticofficialismandaccountancy，andworkingconsistentlytoasimilaroutcome，isthepredilectionfor"practicalefficiency"thatistosay，forpecuniarysuccess——prevalentintheAmericancommunity。（2*）
　　Thispredilectionisamatterofsettledhabit，due，nodoubt，tothefactthatpreoccupationwithbusinessinterestscharacterizesthiscommunityinanexceptionaldegree，andthatpecuniaryhabitsofthoughtconsequentlyrulepopularthinkinginapeculiarlyuncriticalandprescriptivefashion。Thispecuniaryanimusfallsinwithandreinforcesthemovementforacademicaccountancy，andcombineswithittofurtheraso—called"practical"biasinalltheworkoftheschools。
　　Itappears，then，thattheintrusionofbusinessprinciplesintheuniversitiesgoestoweakenandretardthepursuitoflearning，andthereforetodefeattheendsforwhichauniversityismaintained。Thisresultfollows，primarily，fromthesubstitutionofimpersonal，mechanicalrelations，standardsandtests，intheplaceofpersonalconference，guidanceandassociationbetweenteachersandstudents;asalsofromtheimpositionofamechanicallystandardizedroutineuponthemembersofthestaff，wherebyanydisinterestedpreoccupationwithscholarlyorscientificinquiryisthrownintothebackgroundandfallsintoabeyance。Fewifanywhoarecompetenttospeakinthesepremiseswillquestionthatsuchhasbeentheoutcome。Tooffsetagainstthisworkofmutilationandretardationtherearecertaingainsinexpedition，andinthevolumeoftrafficthatcanbecarriedbyanygivenequipmentandcorpsofemployees。Particularlywilltherebeagaininthestatisticalshowing，bothasregardsthevolumeofinstructionoffered，andprobablyalsoasregardstheenrolment;sinceaccountancycreatesstatisticsanditsabsencedoesnot。
　　Suchincreasedenrolmentasmaybeduetobusinesslikemanagementandmethodsisanincreaseofundergraduateenrolment。
　　Theneteffectasregardsthegraduateenrolment——apartfromanyvocationalinstructionthatmayeuphemisticallybescheduledas"graduate"——isinallprobabilityratheradecreasethananincrease。Throughindoctrinationwithutilitarian（pecuniary）
　　idealsofearningandspending，aswellasbyengenderingspendthriftandsportsmanlikehabits，suchabusinesslikemanagementdivertstheundergraduatestudentsfromgoinginforthedisinterestedpursuitofknowledge，andsofromenteringonwhatisproperlyuniversitywork;aswitnesstherelativelyslightproportionofgraduatestudentsoutsideoftheprofessionalschools——whocomeupfromtheexcessivelylargeundergraduatedepartmentsofthemoreexpansiveuniversities，ascontrastedwiththenumberofthosewhocomeintouniversityworkfromthesmallerandlessbusinesslikecolleges。
　　Theulteriorconsequencesthatfollowfromsuchbusinesslikestandardizationandbureaucraticefficiencyareevidentinthecurrentstateofthepublicschools;especiallyasseeninthelargertowns，wheretheprinciplesofbusinessmanagementhavehadtimeandscopetoworkoutinafairdegreeofconsistency。
　　Theresultingabominationofdesolationissufficientlynotorious。Andthereappearstobenoreasonwhyasimilarlystaleroutineoffutilityshouldnotovertaketheuniversities，andgivesimilarlyfoolishresults，asfastasthesystemofstandardization，accountancyandpiece—workgoesconsistentlyintoeffect，——exceptonlyforthecontinuedenforcedemploymentofamodicumofimpracticablescholarsandscientistsontheacademicstaff，whoseunbusinesslikescholarlyproclivitiesandinabilitytokeeptheminer’s—inchofscholasticcreditalwaysinmind，mustinsomemeasurealwaysdefeattheperfectworkingofstandardizationandaccountancy。
　　Asmightbeexpected，thisr間imeofgraduatedsterilityhasalreadymadefairheadwayintheundergraduatework，especiallyinthelargerundergraduateschools;andthisinspiteofanyeffortsOnthepartoftheadministrationtohedgeagainstsuchanoutcomebyrecoursetoanintricatesystemofelectivesandawidediversificationofthestandardunitsoferuditionsooffered。
　　Inthegraduateworkthelikeeffectisonlylessvisible，becausethemeasuresleadingtoithavecomeintobearingmorerecently，andhithertolessunreservedly。Butthelikeresultsshouldfollowherealso，justsofastandsofarasthesamerangeofbusinessprinciplescometobeworkedintothetextureoftheuniversityorganizationinthesameefficaciousmannerastheyhavealreadytakeneffectinthepublicschools。And，pushedonasitisbytheprogressivesubstitutionofmenimbuedwiththetastesandhabitsofpracticalaffairs，intheplaceofunpracticalscholarlyideals，themovementtowardaperfunctoryroutineofmediocrityshouldlogicallybeexpectedtogoforwardataprogressivelyacceleratedrate。Thevisibledriftofthingsinthisrespectintheacademicpursuitofthesocialsciences，so—called，isanargumentastowhatmaybehopedforinthedomainofacademicscienceatlarge。Itisonlythattheexecutiveisactuatedbyasharpersolicitudetokeeptheacademicestablishmentblamelessofanythinglikeinnovationoriconoclasmatthispoint;whichreinforcesthedrifttowardamechanisticroutineandacurtailmentofinquiryinthisfield;
　　itisnotthatthesesciencesthatdealwiththephenomenaofhumanlifelendthemselvesmorereadilytomechanicaldescriptionandenumerationthanthematerialsciencesdo，noristheirsubjectmatterintrinsicallymoreinertorlessprovocativeofquestions。
　　II
　　Throughouttheabovesummaryreview，asalsothroughtheforegoinginquiry，theargumentcontinuallyreturnstoorturnsabouttwomaininterests，——notorietyandtheacademicexecutive。Thesetwomightbecalledthetwofociaboutwhichswingstheorbitoftheuniversityworld。Theseconjugatefocilieonareasonablyshortaxis;indeed，theytendtocoincide;sothattheorbitcomesneartheperfectionofacircle;havingvirtuallybutasinglecentre，whichmayperhapsindifferentlybespokenofastheuniversity’spresidentorasitsrenown，accordingasonemayinclinetoconceivethesemattersintermsoftangiblefactorofintangible。
　　Thesystemofstandardizationandaccountancyhasthisrenownorprestigeasitschiefulteriorpurpose，——theprestigeoftheuniversityorofitspresident，whichlargelycomestothesamenetresult。Particularlywillthisbetrueinsofarasthisorganizationisdesignedtoservecompetitiveends;whichare，inacademicaffairs，chieflytheendsofnotoriety，prestige，advertisinginallitsbranchesandbearings。Itisthroughincreasedcreditablenotorietythattheuniversitiesseektheircompetitiveends，anditisonsuchincreaseofnotoriety，accordingly，thatthecompetitiveendeavoursofabusinesslikemanagementarechieflyspent。Itisinandthroughsuchaccessionofrenown，therefore，thatthechiefandmosttangiblegainsduetotheinjectionofcompetitivebusinessprinciplesintheacademicpolicyshouldappear。
　　Ofcourse，thisrenown，assuch，hasnosubstantialvaluetothecorporationoflearning;nor，indeed，toanyonebuttheuniversityexecutivebywhosemanagementitisachieved。Takensimplyinitsfirstincidence，asprestigeornotoriety，itconducesinnodegreetothepursuitofknowledge;butinitsulteriorconsequences，itappearscurrentlytobebelieved，atleastostensibly，thatsuchnotorietymustgreatlyenhancethepowersofthecorporationoflearning。Theseulteriorconsequencesare（believedtobe），agrowthinthematerialresourcesandthevolumeoftraffic。
　　Suchgoodeffectsasmayfollowfromasedulousattentiontocreditablepublicity，therefore，arethechiefgainstobesetoffagainstthemischiefincidentto"scientificmanagement"inacademicaffairs。Henceanylineofinquiryintothebusinessmanagementoftheuniversitiescontinuallyleadsbacktothecaresofpublicity，withwhatmighttoanoutsiderseemundueinsistence。Thereasonisthatthebusinesslikemanagementandarrangementsinquestionarehabitually——andprimarilyrequiredeithertoservetheendsofthiscompetitivecampaignofpublicityortoconformtoitsscheduleofexpediency。Thefeltneedofnotorietyandprestigehasamainshareinshapingtheworkandbearingoftheuniversityateverypoint。Whateverwillnotservethisendofprestigehasnosecurefootingincurrentuniversitypolicy。Themarginoftoleranceonthisheadisquitenarrow;anditisapparentlygrowingincontinentlynarrower。
　　Sofarasanyuniversityadministrationcan，withtherequisitedignity，permititselftoavowapursuitofnotoriety，thegainthatisavowedlysoughtbyitsmeansisanincreaseoffunds，——moreorlessingenuouslyspokenofasanincreaseofequipment。Anincreasedenrolmentofstudentswillbenolesseagerlysoughtafter，butthereceivedcanonsofacademicdecencyrequirethisobjecttobekeptevenmorediscreetlymaskedthanthequestoffunds。
　　Thedutiesofpublicityarelargeandarduous，andtheexpendituresincurredinthisbehalfaresimilarlyconsiderable。
　　SothatitisnotunusualtofindaPublicityBureau——oftenapologeticallymasqueradingunderalesstell—talename——
　　incorporatedintheuniversityorganizationtofurtherthisenterpriseinreputablenotoriety。Notonlymustacreditablepublicitybeprovidedfor，asoneoftherunningcaresoftheadministration，buteveryfeatureofacademiclife，andofthelifeofallmembersoftheacademicstaff，mustunremittingly（thoughofcourseunavowedly）beheldundersurveillanceateveryturn，withaviewtofurtheringwhatevermayyieldareputablenotoriety，andtocorrectingoreliminatingwhatevermaybeconceivedtohaveadoubtfuloruntowardbearinginthisrespect。
　　Thissurveillanceofappearances，andofthemeansofpropagatingappearances，isperhapsthemostexactingdetailofdutyincumbentonanenterprisingexecutive。Withoutsuchapainstakingcultivationofareputablenotoriety，itisbelieved，adueshareoffundscouldnotbeprocuredbyanyuniversityfortheprosecutionofitsworkasaseminaryofthehigherlearning。
　　Itsmorealertandunabashedrivals，itispresumed，wouldinthatcasebeabletodiverttheflowofloosefundstotheirownuse，andwouldsooutstriptheirdilatorycompetitorintheraceforsizeandpopularacclaim，andtherefore，itissoughttobebelieved，inscientificandscholarlyapplication。
　　Intheabsenceofallreflection——notanuncommonframeofmindinthisconnection——onemightbetemptedtothinkthatallthisacademicenterpriseofnotorietyandconciliationshouldaddsomethingappreciabletotheaggregateoffundsplacedatthedisposaloftheuniversities;andthateachofthesecompetitiveadvertisingconcernsshouldsogainsomethingappreciable，withouttherebycuttingintothesupplyoffundsavailablefortherest。Butsuchisprobablynottheoutcome，toanyappreciableextent;assuredlynotapartfromthecaseofthestateuniversitiesthataredependentonthefavouroflocalpoliticians，andperhapsapartfromgiftsforconspicuousbuildings。
　　Withwhatever（slight）reservationmaybedue，publicityinuniversitymanagementisofsubstantiallythesamenatureandeffectasadvertisinginothercompetitivebusiness;andwithsuchreservationasmaybecalledforinthecaseofotheradvertising，itisanengineofcompetition，andhasnoaggregateeffect。Asistrueofcompetitivegainsinbusinessatlarge，soalsothesedifferentialgainsoftheseveraluniversitycorporationscannotbeaddedtogethertomakeanaggregate。Theyaredifferentialgainsinthemain，ofthesamenatureasthegainsachievedinanyothergameofskillandeffrontery。Thegrossaggregatefundscontributedtouniversityusesfromallsourceswouldinallprobabilitybenearlyaslargeintheabsenceofsuchcompetitivenotorietyandconformity。Indeed，itshouldseemlikelythatsuchdonorsasaregiftedwithsufficientsenseofthevalueofscienceandscholarshiptofinditworthwhiletosinkanypartoftheircapitalinthatbehalfwouldbesomewhatdeterredbythespectacleofcompetitivewasteandfutileclamourpresentedbythisacademicenterprise;sothattheoutcomemightaswellbeadiminutionofthegrossaggregateofdonationsandallowances。Butsuchanargumentdoubtlessrunsonveryprecariousgrounds;itisbynomeansevidentthatthesemunificentpatronsoflearninghabituallydistinguishbetweenscholarshipandpublicity。Butinanycaseitisquitesafetopresumethattothecauseoflearningatlarge，andthereforetothecommunityinrespectofitsinterestintheadvancementoflearning，noappreciablenetgainaccruesfromthiscompetitivepublicityoftheseatsoflearning。
　　Insomeslight，ordoubtful，degreethiscompetitivepublicity，includingacademicpageants，genteelsolemnities，andthelike，mayconceivablyaugmentthegrossaggregatemeansplacedatthedisposaloftheuniversities，bypersuasivelykeepingthewell—meaningmenofwealthconstantlyinmindoftheuniversity’sneedofadditionalfunds，aswellasofthefactthatsuchgiftswillnotbeallowedtoescapeduepublicnotice。
　　Buttheaggregateincreaseoffundsduetotheseendeavoursisdoubtlessnotlargeenoughtooffsettheaggregateexpenditureonnotoriety。Takenasawhole，andcountinginallthewide—rangingexpenditureentailedbythisenterpriseinnotorietyandthemaintenanceofacademicprestige，universitypublicitydoubtlesscostsappreciablymorethanitbrings。Sofarasitsucceedsinitspurpose，itschiefeffectistodiverttheflowoffundsfromonetoanotheroftherivalestablishments。Intheaggregatethisexpedientforprocuringmeansfortheadvancementoflearningdoubtlessresultsinanappreciablenetloss。
　　Thenetloss，indeed，isalwaysmuchmoreconsiderablethanwouldbeindicatedbyanystatisticalshowing;forthisacademicenterpriseinvolvesanextensiveandalmostwhollywastefulduplicationofequipment，personnelandoutputofinstruction，asbetweentherivalseatsoflearning，atthesametimethatitalsoinvolvesanexcessivelyparsimoniousprovisionforactualscholasticwork，ascontrastedwithpublicity;soalsoitinvolvestheoverloadingofeachrivalcorpsofinstructorswithaheterogeneousscheduleofcourses，beyondwhatwouldconducetotheirbestefficiencyasteachers。Thiscompetitiveparcelment，duplicationandsurreptitiousthrift，duetoabusinesslikerivalrybetweentheseveralschools，isperhapsthegravestdrawbacktotheAmericanuniversitysituation。
　　Itshouldbeaddedthatnoaggregategainforscholarshipcomesofdivertinganygivenstudentfromoneschooltoanotherduplicateestablishmentbyspeciousoffersofadifferentialadvantage;particularlywhen，asfrequentlyhappens，thedifferentialinducementtakestheformoftheextra—scholasticamenitiesspokenofinanearlierchapter，orthegreaterallegedprestigeofoneschoolasagainstanother，or，asalsohappens，asurreptitiouslygreaterfacilityforachievingagivenacademicdegree。
　　Inallitsmultifariouswaysandmeans，universityadvertisingcarriedbeyondthemodicumthatwouldserveadue"publicityofaccounts"asregardstheworktobedone，accomplishesnousefulaggregateresult。And，asistrueofadvertisinginothercompetitivebusiness，currentuniversitypublicityisnotaneffectivemeansofspreadingreliableinformation;norisitdesignedforthatend。Hereaselsewhere，tomeettherequirementsofcompetitiveenterprise，advertisingmustsomewhatexceedthepointofmaximumveracity。
　　Innofieldofhumanendeavouriscompetitivenotorietyandapainstakingconformitytoextraneousstandardsoflivingandofconductsogratuitousaburden，sincelearningisinnodegreeacompetitiveenterprise;andallmandatoryobservanceoftheconventions——pecuniaryorother——isnecessarilyadragonthepursuitofknowledge。Inordinarycompetitivebusiness，as，e。g。，merchandising，advertisementisameansofcompetitiveselling，andisjustifiedbytheincreasedprofitsthatcometothesuccessfuladvertiserfromtheincreasedtraffic;andonthelikegroundsapainstakingconformitytoconventionalusage，inappearancesandexpenditure，istherewiselycultivatedwiththesameendinview。Intheaffairsofscienceandscholarship，simplyassuchandapartfromthepersonalambitionsoftheuniversity’sexecutive，thereisnothingthatcorrespondstothisincreasedtrafficorthesecompetitiveprofits，（3*）——norwillthediscretionaryofficialsavowthatsuchincreasedtrafficisthepurposeofacademicpublicity。Indeed，anincreasedenrolmentofstudentsyieldsnoincreasednetincome，noristhecorporationoflearningengaged（avowedly，atleast）inanenterprisethatlookstoanetincome。Atthesametime，suchincreasedenrolmentascomesofthiscompetitivesalesmanshipamongtheuniversitiesismadeupalmostwhollyofwasters，accessionsfromthegenteelandsportingclasses，whoseektheuniversityasameansofrespectabilityanddissipation，andwhoservetheadvancementofthehigherlearningonlyasfire，floodandpestilenceservetheneedsofthehusbandman。
　　Competitivepublicity，therefore，anditsmaid—servantconventionalobservance，wouldappearinallthisorderofthingstohavenoseriousmotive，oratleastnonethatcanfreelybeavowed;aswitnesstheunwillingnessofanyuniversityadministrationformallytoavowthatitseekspublicityorexpendsthecorporatefundsincompetitiveadvertising。Sothatonitsfacethiswholeacademictrafficinpublicityandgenteelconventionalitiesappearstobelittleelsethanaboyishimitationofthewaysandmeansemployed，withshrewdpurpose，inbusinessenterprisethathasnoanalogwiththepursuitofknowledge。Buttheaggregateyearlyexpenditureoftheuniversitiesonthiscompetitiveacademicpublicityrunswellupintothemillions，anditinvolvesalsoanextensivediversionoftheenergiesofthegeneralbodyofacademicmentothesepurposesofcreditablenotoriety;andsuchanexpenditureofmeansandactivitiesisnotlightlytobedismissedasanunadvisedplayofbusinesslikefancyonthepartoftheuniversityauthorities。
　　Unquestionably，anunreflectingimitationofmethodsthathavebeenfoundgoodinretailmerchandisingcountsforsomethinginthecase，perhapsformuch;fortheacademicexecutivesunderwhosesurveillancethissingularlyfutiletrafficiscarriedonarecommonlymenofcommonplaceintelligenceandaspiration，boundbythecommonplacehabitsofworkdayintercourseinabusinesscommunity。Thehistrionicafflatusisalsobynomeanswantingincurrentuniversitymanagement，andwhencoupledwithcommonplaceidealsinthedramaticartitsoutcomewillnecessarilybeatawdry，spectacularpageantryandastrainingaftershowymagnitude。Thereisalsothelowermotiveofunreflectingclannishnessonthepartoftheseveraluniversityestablishments。Thiscountsforsomething，perhapsformorethanonecouldgracefullyadmit。Itstandsoutperhapsmostbaldlyinthesentimentalrivalry——somewhatfactitious，itistrue——
　　shownatintercollegiategamesandsimilaroccasionsofinvidiouscomparisonbetweenthedifferentschools。Itis，ofcourse，gratifyingtotheclannishconceitofanycollegemantobeabletoholdupconvincingstatisticalexhibitsshowingthegreatergloryof"hisown"university，whetherinathletics，enrolment，alumni，materialequipment，orschedulesofinstruction;whetherhebeanofficial，student，alumnus，ormemberoftheacademicstaff;andallthisarrayandcircumstancewillappealtohimthemoreunreservedlyinproportionasheisgiftedwithamorevulgarsportsmanlikebentandisunmovedbyanydispassionateinterestinmattersofscienceorscholarship;andinproportion，also，ashishabitualoutlookisthatofthecommonplacemanofaffairs。Intheuncriticaleyesofthecommonplacemenofaffairs，whoseexperienceinbusinesshastrainedthemintoaquasi—tropismaticapprovalofnotorietyasameansofadvertising，thesepueriledemonstrationswill，ofcourse，haveahighvaluesimplyintheirownright。Sentimentalchauvinismofthiskindisagoodandefficientmotivetoemulativeenterprise，asfarasitgoes，butevenwhenbackedwiththedirectorate’sproclivitytobusinesslikemake—believe，itcan，afterall，scarcelybemadetocoverthewholevoluminoustrafficthatmustonanyconsistentviewgoinundertheheadofcompetitivepublicity。
　　III
　　Theabidingincentivestothistrafficinpublicityandgenteelobservancemustbesoughtelsewherethanintheboyishemotionsofrivalryandclanishelationthatanimatestheacademicstaff，oreveninthehistrionicinterestwhichthemembersofthestafforthedirectoratemayhaveintheprestigeoftheirownestablishment。Thestaff，indeed，arenotinanysensibledegreeaccountableforthispursuitofprestige，sincetheyhavebutlittlediscretioninthesematters;insubstance，thegovernmentofacompetitiveuniversityisnecessarilyofanautocraticcharacter，whateverplausibleformsofcollectiveactionandadvisementitmaybefoundexpedienttoobserve。Theseatofdiscretionisinthedirectorate;thoughmanydetailsofadministrationmaybelefttothedeliberationsofthestaff，solongasthesedetailsdonotimpingeonthedirectorate’sschemeofpolicy。Theimpulseandinitiativetothisenterpriseinpublicity，aswellasthesurveillanceandguidanceinthematter，radiatesfromthiscentre，anditishere，presumably，thattheincentivestosuchenterpriseareimmediatelyfelt。Theimmediatediscretionintheconductofthesemattersrestsinthehandsofthedirectiveacademichead，withtheaidandadviceofhiscircleofpersonalcounsellors，andwiththebackingofthegoverningboard。
　　Theincentivesthatdecidethepolicyofpublicityandguideitsexecutionmustaccordinglybesuchaswillappealdirectlytothesensibilitiesoftheacademicheadandofthemembersofthegoverningboard;andthisappliesnotonlyasregardsthetrafficinpublicitybyprintandpublicspectacles，butalsoasregardsthediversionofthecorporationoflearningtoutilitarianends，andasregardsthetrafficinconventionalobservancesandconformitytopopularopinion。Whattheseincentivesmaybe，thatsoappealtotheauthoritiesindiscretion，andthatmovethemtodiverttheuniversitiesfromthepursuitofknowledge，isnotaltogethereasytosay;moreparticularlyitisnoteasytofindanexplanationthatshalltakeaccountofthefactsandyetreflectnodiscreditontheintelligenceorthegoodfaithofthesediscretionaryauthorities。
　　Themotivesthatactuatethemembersofthegoverningboardsareperhapslessobscurethanthosewhichdeterminetheconductoftheacademicexecutive。Thegoverningboardsare，ineffect，madeupofbusinessmen，whodonothabituallylookbeyondthe"practical"interestofcommercialgainandthecommonplacesofcommercialroutineandpoliticalbravado。Itis（shouldbe）
　　otherwisewiththeacademicmanagement，whoare，bytradition，presumedtobeanimatedwithscholarlyideals，andwhoseavowedulteriormotiveisinallcasesthesingle—mindedfurtheranceofthecauseoflearning。