Media U: How the Need to Win Audiences Has Shaped Higher Education

Media U: How the Need to Win Audiences Has Shaped Higher Education by Mark Garrett Cooper and John Marx is a fascinating exploration of how universities have evolved under the influence of media practices. The authors argue that higher education institutions, much like media organisations, compete for attention and funding by crafting narratives, shaping their public personas, and leveraging media to attract students and donors. This dynamic, they claim, has significantly shaped the priorities and functioning of universities.

The book effectively connects the rise of mass media with the transformation of higher education into a product marketed to the public. Cooper and Marx detail how universities adopt media-savvy strategies to maintain relevance and influence in a competitive landscape. They explore how universities balance their public service missions with the need to remain financially viable, raising questions about the cultural and academic trade-offs of this media-driven approach.

What makes the book particularly compelling is its interdisciplinary approach, drawing insights from history, media studies, and education. The authors highlight case studies and historical examples, offering a nuanced perspective on how the pressure to “win audiences” has influenced both academic priorities and institutional branding over time. Their writing is engaging yet critical, urging readers to reconsider how universities position themselves in the public eye.

A thought-provoking analysis of the intersection between media and academia, Media U is an essential read for those interested in the changing role of universities in society and how media dynamics influence education. The book invites readers to question whether the focus on audience appeal serves or hinders the academic mission of higher education institutions.