| The current literature pertaining to US News & World Report college rankings mainly focuses on the effects they have on prospective college students but ignores students who are enrolled. These rankings are a byproduct of academic capitalism, a larger force in higher education. This study investigates the ways academic capitalism influences student culture in order to help comprehend how the rankings may affect current students. A mixed methods, comparative case study was conducted at two similar, non-profit, private institutions. The main difference between the two institutions was the approach administrators took towards the US News & World Report rankings. One university used the rankings to determine the institution's direction, while the other university did not. The study's participants consisted of current students and university administrators, who took part in individual interviews, focus groups, and online surveys.;This study found that student culture appears to be influenced by the increasing presence of academic capitalism. The institution that emphasized the rankings had a competitive student culture where the students were more focused on personal interests. However, the institution appeared to be thriving from a financial standpoint. In contrast, the institution that did not focus on the rankings featured more community- and civic-minded students. Additionally, this institution was experiencing financial difficulties that were harming the student culture. This study determines that institutions should attempt to find a balance between honoring important missions and values that have defined higher education in the past and accepting the capitalistic management approach that is necessary to thrive in the future. |
