Shameful self-promotion vs. meritocracy

Meritocracy is a theme to which I keep returning in my blog, mostly because as a core feature of academic culture it never seems to lose relevance. In this post I discuss the relationship between the academic disdain for (certain forms of) self-promotion, particularly social media, and how this is related to assumptions about “merit” and the intrinsic worth of one’s research. Here is a link to the original post, from August 16, 2011: Shameful self-promotion vs. meritocracy.

On August 4th, an article titled “How not to get left on the shelf” by Dale Sawak was posted on the Times Higher Education web site. In it, the author argued that if academic authors want their books to be read by a wider audience (or at all), they’ll need to engage in some self-promotion.

The article produced an incensed response from some readers. In order to understand why, we need to translate its thesis into Stereotypical Academic Logic. Once translated, the argument looks something like this: Sawak tells researchers who already see themselves as successful (i.e., they have written and published books), that their success is actually limited (by audience, no less; practically an accusation of elitism). He also suggests that in order to achieve “real” success, authors should engage in an activity that’s disdained in academe–advertising oneself.

A disclaimer here: part of my research is about the spread of entrepreneurialism and promotionalism in university governance and practice; I wrote my MA thesis in sociolinguistics, and it was a critique of internal public relations at a university. I’m not particularly keen on the idea of having to be a competitive, “marketable” academic, or that we should be forced to participate in phoney promotional activities (I don’t think they work anyway) or in the kinds of performance assessments that measure “impact” with a variety of suspect statistics. But as with so many issues, there are elements of self-promotion that relate positively to doing a good job as an academic, rather than buying in to neo-liberal market-oriented self-reformation.

In all fairness there’s an underlying critical point in Sawak’s article, which is that self-promotion is something that all very successful academics engage in–whether or not they acknowledge it. No-one can argue that Judith Butler, Slavoj Žižek and Noam Chomsky don’t “put themselves out there” (though usually the term public intellectual is applied). The suspicion of self-promotion is also part of the reason that blogging and other social media activities are often dismissed by academic colleagues and peers.

Not only are self-promoters more successful, but so are graduate students whose supervisors “push” their students’ work actively. Ever wonder how so-and-so managed to get that article published in a good journal, or a helpful research assistant job, or an item that showcases their work on the faculty web page? Committee members and supervisors can help with this too, behind the scenes, and it’s in their interests because your success reflects back upon them.

While the necessity of at least some degree of self-promotion may seem obvious, given the academic fear and loathing of public relations (where PR is often conflated with advertising and/or marketing or even lying and propaganda) it’s actually a tough admission for professors to make.

The admission needs to be made, though, because it further disrupts the assumption made by many that meritocracy is the (only) engine powering the university. Passing on advice about appropriate networking and promotional skills should be a part of mentoring undergraduate and graduate students: one needs to know how to put one’s best foot forward, simply because it opens up opportunities. As frustrating as this may seem, it’s true that ideas don’t tend to be recognised due to “merit” and nothing else, just as great scholarly partnerships and collaborations don’t develop out of thin air. You need to meet people and they need to see your work.

Female academics, in particular, are vulnerable to the trap in which they remain silent about their own work and its value–as Lee Skallerup Bessette writes in her blog post, “Shameless self promotion”. Women in general are less likely to claim expertise, which can be a detriment when it comes to succeeding in an academic career and a public profile. Female graduate students are more likely to suffer from “Imposter Syndrome” and to lack the sense of self-value that helps them develop crucial professional networks.

Granted, there’s definitely some promotion-related career advice I would consider to be cynical and unproductive. For example in this article the authors assert that early-career academics must cite important scholars in the field even when their work is only “tangentially” related. I doubt this is necessary for every paper, and I’d agree with some commenters that most authors can see through a meaningless reference and many will dismiss it. Then again it’s also true that we don’t live in an academic utopia; some scholars do want their egos stroked. If you’re willing to engage in that, then take the advice.

If you still find distasteful the idea of engaging in some form of self-promotion, think of it this way: no-one can assess the “merit” of your work unless they have some exposure to it and to you.

Another reason is that you’re already producing PR about yourself. You re-write your own CV and cover letters, send copies of your papers for review and revision, organise and/or participate in conferences; you’re concerned about your reputation and the impression you make on peers because it affects your work prospects. There’s nothing wrong with all this–it’s not “beneath you” to consider and engage in these things and and there’s no professional penalty for it (quite the opposite). Expand your idea of “public relations” to focus on the broader idea of “relations”, relationships, and it’s clear that much of our communication is a part of that process; stop assuming that PR is “evil”, and you’ll realise it’s necessary (as well as omnipresent).

As a final note, I’ll talk a little bit about this blog. Did I set out to “self-promote” by writing it? Frankly, no, that wasn’t the goal; I didn’t start blogging because I thought it would be “good for my career”. I wanted the other benefits of blogging such as dialogue with peers, sharing of thoughts and commentary, and a space to “mess around” with ideas that haven’t yet made it into my formal academic writing.

The blog has led to many great conversations and connections, but it’s also had a much wider readership than I ever imagined (though still fairly narrow-!). Blogging here led to guests post at University of Venus on the Inside Higher Ed site (I’m now a regular contributing writer there); it led to one of my posts appearing in the Guardian UK online, and to another post receiving attention in the Times Higher Education. While those aren’t the peer-reviewed academic publications that are required for a career as a professor, they’re valuable for me especially in that they relate directly to my field of research, and will reach much broader audiences than my own blog.

Let’s try to avoid allowing self-promotion to be one of the “dirty secrets” of the academy, something to be sneered at or reserved for the egotistical and vainglorious, something that “real” academics don’t do; after all, what’s a book launch for?

Know your value

In this post I addressed the idea of the “academic economy” (and culture) being one in which we’re required to offer up our time without compensation, a holdover from a past time when more elite students would be attending (and would have more resources at their disposal).

This post never seems to lose its relevance; I see the issues I raised here being discussed and re-discussed regularly on Twitter and in other blogs. I’m raising the issue of a part of the “hidden curriculum” of graduate education, which is that we learn not only to work for free but also to de-value our own labour – within academe but also if we choose to leave and work elsewhere.

The changing demographics in graduate education over the past 30 years should be reason enough to question these assumptions. As it is, those with privilege will always find it easier to get ahead in an environment where not only do we have to work for free to earn the right of recognition, but we’re even expected to pay for the opportunity of sharing what we’ve done (i.e. the conference model). This long-standing arrangement is not one that supports inclusion, and I think that point should be made more often and more loudly, since graduate enrollments are expanding and the amount of financial support for their academic participation is diminishing.

Here is a link to the original post, from July 19, 2011: Know your value.

Summer is “conference season” in higher education, a time when many professors, graduate students and administrators find themselves hastily packing the smallest possible suitcase in order to spend three or four days in some remote and/or obscure location.

Conferences can be a great academic opportunity and are presented to graduate students as such. You can meet others and share ideas, as well as giving and receiving feedback and discovering new possibilities for collaboration. But to be realistic, conferences are also an expensive (and therefore a somewhat exclusive) opportunity. Attendees must pay for travel, accommodation, and of course the ubiquitous registration fees. In the past I was able to do presentations in the U.K. and in Washington D.C., and at other conferences within Canada, only because I had a federal grant supporting my studies. These were incredibly rewarding experiences that I wouldn’t have been able to access otherwise.

The high cost of conferences is an example of the strangely skewed economy of the academy. For many graduate students, it’s an expense that is beyond their limited budgets. Yet there is little hope of finding an academic job without attending and presenting at conferences during the course of the Ph.D. Grad students aren’t paid for the time we spend writing conference presentations, or for the presentations themselves; nor are we reimbursed for the travel costs. It’s all considered part of the investment we make in our own careers.

In fact, budding academics do a lot of unpaid work, including peer reviewing, writing book reviews, and producing journal articles (we even hand over copyright to the journals, who then profit from our labour). It’s considered both a privilege and a necessity to have something published, since reviewed publications are another “must” in the process of building an academic career. While we are paid to teach, that’s the work that tends to lack prestige and is not considered as helpful for long-term career development.

What this means is that in graduate school we get used to working for nothing, even as we’re expected to invest heavily in expensive professional development activities. By attending conferences, we pay for the opportunity to present our work to our (future) peers, who are the primary “gatekeepers” to academe. This system helps to perpetuate privilege because only “those who have afforded to work for free will get jobs. The vicious circle is maddening” (Ernesto Priego, July 2, 2011, Twitter).

Thus in spite of increasing accessibility in terms of enrolments, graduate education still tends to be stratified by socioeconomic class (and plagued by high attrition rates). Who can afford to spend time on publication papers and conference proposals and travel, when they must earn money for tuition and rent?* For grad students, especially those from under-privileged circumstances, this can be a trap; and the assumed, eventual “payoff” is now less available than ever as tenure track hires decrease and low-paying contract teaching becomes the norm for an ever-greater proportion of new Ph.Ds.

While all this may seem “normal” to those working within academe, just try explaining the conference system, for example, to someone who’s completely unfamiliar with the way academic careers work. My mother has often asked “when are they going to start paying you to go to these things?”. Viewed from this angle, it’s no surprise that the “investment” in graduate education, specifically the Ph.D, can seem like an illogical one (in spite of all the non-material benefits)—or even a “raw deal”, as many other commentators have framed it already.

The “academic economy” I described may have made more sense in the now-distant past when tenure-track jobs were more readily available, and when publishing was something you could leave until after graduation. But permanent-track professors actually don’t really do these things (publishing, conferences, and so on) for “free”. They earn a stable salary and they receive institutional support for research-related activities, which are considered part of the job. On the other hand, graduate students and early-career academics—particularly those who find themselves doing a lot of contract teaching or other part-time work—are less likely to have the time and resources to fully develop their CVs; and as the academic job market has tightened, the bar has been raised in terms of the level of professionalisation required.

It matters how students “get ahead” in graduate school because the most successful Ph.D students go on to become faculty who help carry forward the university as an institution. If the academic profession becomes a “labour of love” for all but the most elite students and professors, what are we saying about the worth of our education system and our concern for diversity and accessibility within it? What example are we setting for future students (and potential professors)—who will they be?

The contemporary university appears to undervalue the skills, talents, and education of many grad students, rewarding only those committed to an extremely narrow track of professional development and willing and able to make the (material) investments necessary to pursue it. Meanwhile, in other contexts our Ph.D-related experience is much sought after. My recent experience in a career course has been somewhat eye-opening in this respect. While all members of the group are Ph.D candidates or graduates, we each had a hard time coming up with lists of our “skills” because we’re so used to taking our own capacities for granted. Yet once “translated”, our collective experience and expertise was impressive, and applicable to many of the most interesting positions turning up in job searches.

My point is not that we should do nothing for free, or that we should all leave the academic profession for higher-paying jobs in other areas. What I want to emphasise is that many graduate students have little sense of the worth of their contributions beyond the logic of the academic system (and this has psychological effects, too). While it may no longer lead to a full-time, permanent faculty job, the PhD is not a devalued degree; it’s only under-valued in the academic marketplace, because desirable jobs are scarce.

Because academe presents itself as a meritocracy, often those who “fail” tend to blame themselves for it. But “pure” meritocracy is a myth. This is why knowing your own value means understanding not just what you have to offer in multiple contexts, but also that you have real choices, that there are fruitful possibilities, and that given the kinds of sacrifices involved, “traditional” academic work may not be the best among them.

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*In Canada, there’s some assistance to be had: students may win non-repayable merit scholarships through provincial and/or federal governments. Some universities have options for reimbursement, through graduate students associations, academic unions, faculties or schools of graduate studies, and sometimes through individual programs and departments. There’s increasing demand for all these different forms of funding, but at least some support is available.