Tribalism and Competitive Branding in (Scottish) Higher Education

Abstract

This paper offers a description and analysis of recent developments in higher education, taking account of the expansion of the sector, the financial pressures to which it is subject, and the ideological climate in which it operates. It examines the significance of the emergence of various university ‘mission groups’ or ‘think tanks’ for the unity and coherence of the sector as a whole. Although the main focus is on Scottish higher education, the analysis makes some reference to UK-wide developments and to global pressures affecting the HE systems of all countries. The effects of corporate culture and competitive branding on the traditional values and purposes of higher education are discussed, and it is argued that there is now a serious divide between university leaders and academic staff. It is also suggested that the current discourse of higher education shifts uneasily between principles that are not readily compatible: excellence and access; quality and inclusion; global reach and community engagement. The need for academics to contribute to wider public debate about the aims of higher education is seen as an important first step in achieving a more coherent role for the sector as a whole.