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ERIC Number: EJ783429
Record Type: Journal
Publication Date: 2008-Jan-11
Pages: 1
Abstractor: ERIC
Reference Count: 0
ISSN: ISSN-0009-5982
What Colleges Must Do to Keep the Public's Good Will
Callan, Patrick; Immerwahr, John
Chronicle of Higher Education, v54 n18 pA56 Jan 2008
Colleges have lived a charmed life. According to the public-opinion studies that the authors have conducted over the past 15 years, many fields--athletics, accounting, politics--have lost the public's trust, but higher education continues to receive praise for its accomplishments, while criticisms usually fail to stick. The honeymoon may be slowly coming to an end. Despite the general level of the public's satisfaction with higher education, the authors have seen signs of a gradual erosion of the public's good will. Two basic attitudes seem to be heading toward collision. The first is that people are becoming increasingly convinced that a college education is not just a good thing but an absolute necessity. At the same time, although people now believe that anyone who makes enough sacrifices can still get a good education, they are worried that rising costs may put college out of reach for more and more students. The study shows that concerns have been growing even in a time of relative economic strength. The authors have also seen erosion in the public's appreciation of the altruistic mission of higher education. What should college leaders do if they want to keep the public's good will? The study findings suggest the following: (1) Think outside the box; and (2) Don't fan the flames of discontent.
Chronicle of Higher Education. 1255 23rd Street NW Suite 700, Washington, DC 20037. Tel: 800-728-2803; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A