Getting tenure this past Spring has got me re-evaluating my role of as a professor (Associate Professor, to be more precise). I'm sure everyone who gets tenure goes through a similar process. But this and other events have also prompted me to re-evaluate what it means to be a professor more broadly.
As the higher education system comes under fire, including tenure, tenure-jobs become scarcer, and budget cuts in many states threaten the very foundation of higher education, a lot of teachers have realized they have to look out for themselves as much as for their students.
This chain of thinking is not new and didn't originate with me. Our organizational communication textbooks have consistently discussed the "new social contract" between companies and workers that has resulted in a diminished sense of loyalty on both sides, portable 401/403 k/b etc. plans, and regular attendance at self-help classes, self-improvement seminars, and graduate schools. Certainly, academics aren't exempted from this and may have been some of the first to capitalize on this. After all, what are research agendas, pubs, and grants if not vital parts of a CV one can market to other universities for better pay?
So, I'm sitting on the couch thinking about all this, and my colleague and former office mate appears on television. He's one of the newest house guests on the CBS reality show Big Brother. This person, in addition to being a great writer and super smart, is also adept at self-branding. Again, I'm not the first to make the connection between personal branding and the academy, but I worry (even though I've embraced it to a certain extent).
Maybe I worry because I don't think I'm that good at it. I remember the difficulty I had in "branding" myself in my personal statement as part of my tenure files. Having to articulate and argue a particular research agenda, arc, and coherent body of work was difficult. Not because it wasn't there, or because I hadn't been trained to think that way by my great advisers, but it because it required me to think of myself as something more than a summation of my publications. And it was precisely this "summary thinking" that had prompted me to keep churning out articles.
Now I worry because I don't have much experience translating my ideas to a broader audience, something I think will become vital in the personal branding academics are and will continue to be required to do. Radio and television appearances, social media updates and plugs: all will become increasingly important. Does this mean the watering down of genuine (i.e., complex, problematic, heuristic) ideas? Does it mean a change in what we think of as ideas traditionally in the domain of academics? Both?
Fortunately, many academics are already blazing trails here. From podcast reviews of articles to blogs to more blogs to alternative forms of online scholarship. While not all even roughly fit into this notion of personal branding, they all illustrate the potential to move to more diverse, wider audiences, a necessary consideration in personal branding and marketing.
So, when is research and teaching (and service) not enough? Soon, if not already.
