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May '11 PR Rankings Issue - Odwyerpr.com

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years, because not much happens up there<br />

in the old noggin in the last two years of<br />

college anyway.<br />

“Students are likely to learn no more in<br />

the last two years than they did in the first<br />

two, leaving higher education just slightly<br />

more proficient in critical thinking,<br />

<strong>com</strong>plex reasoning and writing than when<br />

they entered.”<br />

Reducing the time to a degree from its<br />

present average of five years is not as farfetched<br />

as it sounds. British universities<br />

award degrees in three years, and generally<br />

turn out a quality product. Required<br />

credits could be cut to 90 instead of the<br />

present 120, ac<strong>com</strong>panied by strengthening<br />

the core curriculum and limiting the<br />

number of elective courses. Majors could<br />

be limited to 45 credits (that’s 15 courses,<br />

folks), with perhaps an extra 10 credits<br />

for certain majors requiring labs, internships,<br />

extramural teaching, and the like.<br />

That means parents could cut their<br />

tuition costs by 25%, students can graduate<br />

when they reach the age of majority/legal<br />

drinking age, and go out to work<br />

instead of hanging around partying and<br />

drinking like a fish for an extra year on<br />

their parents’ payroll. Student loan balances<br />

would shrink. It might even have<br />

the beneficial effect of forcing high<br />

schools to prepare students better for college<br />

entrance, since the authors cite evidence<br />

that “students who <strong>com</strong>e into college<br />

with higher levels of academic<br />

preparation ... are better positioned to<br />

learn more while in college.”<br />

Finally, I have distilled what I believe<br />

are some useful guidelines if you want to<br />

make sure Johnny not only can read but is<br />

also up to scratch on critical thinking,<br />

<strong>com</strong>plex reasoning, and effective writing<br />

when he leaves college.<br />

Study<br />

“Although 85% of students have<br />

achieved a B-minus grade point average<br />

or higher, and 55% have achieved a Bplus<br />

grade point average or higher, the<br />

average student studies less than two<br />

hours per day (10.5 hours a week for<br />

<strong>com</strong>munication students).<br />

Take challenging courses<br />

“Moreover, half of students have not<br />

taken a single course that required more<br />

than twenty pages of writing, and more<br />

than one-third have not taken any courses<br />

that required more than forty pages of<br />

reading per week during the prior semester.”<br />

The authors note that “The <strong>com</strong>bination<br />

of reading and writing in coursework<br />

was necessary to improve students’ performance<br />

on tasks requiring critical<br />

thinking, <strong>com</strong>plex reasoning and writing<br />

skills.” Doing one or the other was not<br />

enough.<br />

Don’t take an off-campus job<br />

“The amount of time students spend<br />

working off campus, however, has a negative<br />

relationship to learning: the more<br />

hours students spend working off campus,<br />

even at modest levels, the lower their<br />

improvement [on the CLA]” It’s okay to<br />

work on campus up to 10 hours per week,<br />

however.<br />

Don’t join a fraternity<br />

“While working off campus can take<br />

students away from their peers and thus<br />

potentially hinder social integration, an<br />

activity that brings students together has<br />

negative consequences for learning is<br />

participation in fraternities and sororities.”<br />

So does studying together.<br />

Don’t major in business<br />

Business majors consistently had the<br />

lowest cognitive performance scores of<br />

any major considered (<strong>com</strong>munications<br />

wasn’t included). They also were the<br />

least likely to report that they expect to<br />

pursue postgraduate studies, which the<br />

authors say may be a factor in their low<br />

performance scores. Social science<br />

ranked high (surprise!).<br />

According to an article last year by<br />

Richard Vedder in the New York Times<br />

Bureau of Labor statistics show that,<br />

“Over 317,000 waiters and waitresses<br />

have college degrees (over 8,000 of them<br />

have doctoral or professional degrees),<br />

along with over 80,000 bartenders, and<br />

over 18,000 parking lot attendants. All<br />

told, some 17,000,000 Americans with<br />

college degrees are doing jobs that the<br />

BLS says require less than the skill levels<br />

associated with a bachelor’s degree.”<br />

Lots of college kids are getting their<br />

tickets punched with a minimum of effort<br />

these days. But if that ticket is to hold its<br />

value, somebody has to start raising their<br />

game and getting them more focused on<br />

academic pursuits, which currently occupy<br />

only about 25% of their time. Already<br />

employers are looking to the graduate<br />

schools and foreign graduates to fill<br />

demanding technical positions, while<br />

assigning holders of American bachelor’s<br />

degrees to “routine” positions, the<br />

authors say. The corporate equivalent of<br />

parking lot attendants, in other words.<br />

Despite its somewhat inaccessible<br />

writing and subject matter, Academically<br />

Adrift is readily accessible (and reasonably<br />

priced) as an e-book on Amazon’s<br />

Kindle.<br />

Kudos to the authors and the<br />

University of Chicago Press for making<br />

it so. <br />

— Bill Huey<br />

MAY 2011 WWW.ODWYER<strong>PR</strong>.COM 55

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