Lauren Smith recently wrote an excellent post on the “political elephant in the room” in libraryland. She hits the nail bang on the head in terms of the need to be conscious of the language that is used and how this impacts upon both the profession and beyond. For me, one of the biggest concerns in this regard is the influence and power of the rhetoric of the market, particularly the creeping impact of free market ideologies and where this will ultimately lead.
It is important to be clear that the free market is not a benign force that can be easily manipulated. On the contrary, it is a dangerous force that threatens to destroy professions and create a culture of amateurism. The profit motive is not one that drives up standards, instead it diminishes them substituting the ideals of quality for “cost-effectiveness” and supposed ‘efficiency’. Some might argue that, handled with care, free market ideology can be ‘humanised’ and adapted to make it benign and acceptable. I would argue, however, that this is at best naive and at worst highly dangerous, particularly in the field of information production and consumption. There is a pressing need to be aware of the nature of market forces and be prepared to confront them, but adopting the mannerisms and ideologies of the free market is not the way to do so.
In his recent book, What Money Can’t Buy, Michael Sandel provides a number of examples of the consequences of permitting the market to gain a foothold in areas where it was previously anonymous. For example, Sandel points to the impact the market has had on baseball paraphernalia and memorabilia. According to Sandel, the collection of baseball memorabilia and autographs went from being an innocent activity to satisfy an individual collector, to a ruthless marketplace where people literally fought for the right to own highly marketable and valuable property.
The turning point came in the 1980s when such memorabilia became viewed as “marketable goods”, bought and sold by a growing number of collectors. Seeing the growth of this market, baseball players jumped in and began offering their autographs for a fee (sometimes for as much as $20 per autograph). By the end of the century, the market was such that fans literally fought over memorabilia. In one case, a ball hit for a record breaking home run led to a mass brawl and months of legal wrangling in the courts.
It is unlikely that baseball players trading their autographs knew the consequences of their actions, but they certainly hastened the extent to which baseball memorabilia became a highly lucrative business. It is interesting to note that whilst many baseball players did play the game of selling their autographs for money, a minority did not. That minority found the notion of selling their autographs for money obscene and undermined the relationship between themselves and their fans. However, it is clear that due to the actions of the majority, the market corrupted this relationship and those who did refuse to open up to the market were unable to stem the tide. Those who did “play the market” very quickly found that the market ended up playing them.
However, such naivety when it comes to markets is not restricted to sports. Troublesome though that undoubtedly is, there are areas where a failure to grasp the danger of playing with market forces can have an even more serious impact on society. This is particularly the case in the field of information. Where the information sector has been opened up to the market, there have been disastrous consequences and where it has not yet had an impact the prospects are bleak.
Education, for example, has increasingly been forced to open up to the marketplace. Again, Sandel relates the potential impact that commercial interests can have on the education sector. In relation to its impact in America, Sandel points out that whilst there has been a degree of commercialism in schools for some time (he points to the use of Ivory Soap in soap-carving competitions in the 1920s and ads in high school yearbooks), this influence has steadily risen since the 1990s. A particularly good example of this is the rise of Channel One.
Channel One was launched in 1989 by Chris Whittle. Whittle offered schools free television sets and video equipment in return for an agreement that the school will show the program every day and require all students to watch it. As well as broadcasting a twelve minute news program, Channel One was also packaged with two minutes of commercials. Due to its reach, it was able to charge corporations such as Pepsi, Taco Bell and the Army up to $200,000 per slot. According to Sandel, Channel One effectively paved the way for corporations to have a significant presence in US schools, including corporate sponsorships and product placement.
This market ultimately extended to the distribution of “sponsored educational materials” to schools and a host of promotional materials sent to teachers. As a result, students could learn about nutrition from materials supplied by McDonalds. This is troublesome in many respects. Schools should be a space free from bias and a place to encourage critical thinking, this is seriously compromised when the commercial sector has such an influence. Indeed Sandel points to the example of Proctor and Gamble offering an environmental curriculum explaining that “disposable diapers were good for the earth” (Sandel, pp. 197-198).
Whilst these examples are restricted to the United States, they should cause alarm in terms of the existing plans for the education system in the UK. The training of professional teachers is already seen as an expensive luxury. Michael Gove has previously made it clear that a teaching qualification is not necessary to teach in academies. As far as he and the government are concerned, teaching is not a skill to be acquired. Whilst some might argue that education in our schools at present is severely lacking in applying critical thought in teaching, the introduction of unqualified teachers will surely exacerbate the extent of the problem. Without a background in training and an ability to impart critical thinking, the role of the teacher merely becomes one of imparting unfiltered information and providing “crowd control”. De-professionalisation is the ultimate aim, primarily because professionals are expensive and amateurs are, almost by definition, cheap. The government are keen to encourage those from business and the private sector to get involved and teach, the removal of the need for a teaching qualification makes this significantly easier. How long before corporations have members of staff on the payroll teaching in our schools and distributing materials that amount to nothing more than free publicity for our corporate elites?
Of course, the ultimate goal is to significantly reduce the traditional role of the teacher (some might argue to remove the teacher altogether). The first step in this process is the de-professionalisation enacted by Gove. The next stage is to automate the teaching process. Think this is a far-fetched notion that is a long way off into the future? Think again. The latest Private Eye reveals that one corporation is already taking steps to make this a reality.
Rupert Murdoch recently announced that he was planning to “take on the education establishment and empower pupils” (words like “empower” are always utilised when the opposite is true). The aim is to replace teachers with tablet computers in each of the schools with which Amplify (formerly known as Wireless Generation) has a contract. Indeed, Amplify has announced it is developing its own “tablet-based platform” to “bundle curricular and extracurricular content” and “facilitate personalised instruction and enable anywhere, anytime learning”. The tablets themselves would be paid for by reducing teacher budgets. This is all happening in the United States but, of course, with deprofessionalisation a key government education strategy, it is not far-fetched to imagine that the technology would be adopted here at some point in the relatively near future. With budgets effectively squeezed, pre-loaded digital content provides an attractive and cost-effective alternative. After all, you won’t need a teaching qualification if you are merely presenting pupils with pre-loaded content on a digital device. As Private Eye comments, this is a “real world nightmare, where digital learning is used to turn schools into closed, captured markets for Murdoch.”
As for advertising in schools, now schools have been granted control over their own budgets, how long before headteachers desperate for money start selling advertising space within their schools? Indeed, the US experience is instructive and deeply troubling. Where schools have struggled financially, the market has offered a ‘neat’ solution. But is this welcome? And, more importantly, where is the debate? Rarely is there any real debate or discussion about the impact that such commercialisation will have on our education system. And yet the consequences of such developments are severe. Are we really content to allow the commercial sector a significant presence in our school system? Surely we want our children to experience an education system that encourages critical thinking and debate rather than brainwashing them with commercial messages provided by our school’s sponsors?
The impact of the market has already had a significant impact on the ways in which information is distributed. One only need cast a glance at the impact the market has had on journalism to see that our access to quality information has been severely compromised. As commercial pressures have grown, so have the media sought to reduce costs and protect their bottom line. This has led to a move away from expensive investigative journalism (with the odd honorable exception) and towards a culture of churnalism. To be a truly informed citizen in the so-called information age, one has to be more than just a consumer, one needs to actively seek out accurate and reliable information. It is easy, however, to be complacent – to accept the information we are given without question, particularly when it is presented as authoritative and reliable. Finding accurate, reliable information is time consuming, and that is before we even contemplate the dearth of critical analysis skills.
In short, the extent of the market has had a significant impact upon us in terms of the quality of information that is available to us as adults, and there is a serious threat to the quality available to our children. Our sources of information are increasingly commercialised and subject to the whims of the market. As Chomsky wrote in What Uncle Sam Really Wants:
“The media are only one part of a larger doctrinal system; other parts are journals of opinion, the schools and universities, academic scholarship and so on.” (Chomsky, How The World Works, pg 69)
In order to challenge these doctrinal systems and the systems of power, Chomsky reinforces the power of the library to connect people with original sources and thus circumnavigate the doctrinal systems that are in place. Libraries, as repositories of information and providers without bias, enable the populace (with a bit of work admittedly) to access the materials that the larger doctrinal systems and power structures ignore. They offer, effectively, the last bulwark against the influence of commercial interests in the dissemination of information and, therefore, the only institution standing that can ensure effective, participatory democracy (that is, true participation of the populace in our democratic institutions rather than the effective fig leaf that presently exists). However, they only have the potential to do so. As Steven Harris noted back in 1999:
“Librarians should start recognizing that there are inequities in both the production and consumption of information, and that libraries themselves can reinforce those inequalities.”
There are inequalities (created by the doctrinal systems of education and the media) and both libraries and librarians can either reinforce them or challenge them. It is fair to say, I think, that at present they are failing to challenge them.
The institution of the library and the role of the librarian are now under unprecedented ideological assault. As the profession has failed to communicate its value, so it has seen its value greatly diminished. As Lauren points out in her post:
“Agendas have been set and we haven’t acknowledged how political in nature they are. Librarians and information professionals don’t control the discourse around library and information issues. We haven’t made it clear what values we’re espousing, because a lot of the time we aren’t savvy enough to know. We’ve courted private companies and governments whose values directly undermine the values of librarianship, like free expression of thought, privacy, and equity of access.”
This is exactly the problem. The power elites and the market (private companies) have no interest in the provision of access to information equitably and without bias. Indeed, they are interested in the opposite, to preserve the status quo and ensure that the existing doctrinal systems are both broadened and consolidated. It serves the interests of the market to ensure that these doctrinal systems are not undermined. To ensure this, institutions that presently exist outside the realms of the market need to be brought inside. Which is why we are witnessing the de-skilling of the library network, both through privatisation and amateurisation (ie volunteer run libraries). The market cannot function effectively whilst there are elements existing outside it. Control of all aspects of information dissemination (through education, the media and the public library network) ensures a world in which information is truly controlled by the market and there is no telling where this might lead. Whilst it is true that librarians have been slow to address the inequalities of the production and consumption of information, will the success of the assault on the profession make it more or less likely that these inequalities will be addressed? The answer is, I think, self-explanatory.
The only way to limit the perils of the free market and its entrenchment of the doctrinal system is to ensure that it is confronted head-on. This means debating openly and honestly about the institutions that we value and confronting the impact that the market will have. As Sandel concludes in his book:
“Such deliberations touch, unavoidably, on competing conceptions of the good life. This is terrain on which we sometimes fear to tread. For fear of disagreement, we hesitate to bring our moral and spiritual convictions into the public square. But shrinking from these questions does not leave them undecided. It simply means that markets will decide them for us. This is the lesson of the last three decades. The era of market triumphalism has coincided with a time when public discourse has been largely empty of moral and spiritual substance. Our only hope of keeping markets in their place is to deliberate openly and publicly about the meaning of the goods and social practices we prize.” (Sandel, What Money Can’t Buy, pgs 207-208)
But it is not enough to simply deliberate about the meaning of the social practices we prize, we also need to confront and challenge those that seek to control and widen the doctrinal system and consolidate the systems of power. Again, as Chomsky notes:
“One of the things they want is a passive, quiescent population. So one of the things that you can do to make life uncomfortable for them is not be passive and quiescent. There are lots of ways of doing that. Even just asking questions can have an important effect…any system of power, even a fascist dictatorship, is responsive to public dissidence.” (Chomsky, How The World Works, pgs 71-72)
We need to question, we need to stop being passive and quiescent. We need, ultimately, to confront the elephant in the room.