I’m reading Eric Schlosser’s book Fast Food Nation about the rise of the junk food industry in America and how the multinational corporations have taken over the global market in food for themselves. Schlosser describes in vivid detail how the McDonalds fast food chain pioneered the use of production line techniques in their restaurants in order to drive down employment costs. Rather than employing chefs and ‘carhops’ the kitchen was divided into units of production, with ‘team members’ working one section only and working to a proscribed set of routines. This factory model has been used in numerous other places and industries since. According to Schlosser, Walt Disney’s innovation was to turn the art studio into a production line for his animations. Subsequently everything from tele-sales to dentists to funeral care has been standardised and homogenised.
In higher education at the moment there is a drive towards the standardisation and industrialisation of learning. The model is similar to the McDonalds principle of management, you have a set of highly trained and motivated managers who are given a set of clear instructions and routines that they must enforce – in this case in the name of academic quality – and then reduce the skill levels of all the subordinate contributors. So there is no individual academic judgement to be made about the performance of learners, rather academics work towards an algorithm that churns out a degree classification at the end of a students studies. Higher education isn’t much different now than the fast food industry. We are in show business. We find out what the dreams, hopes and desires are of our market and we turn it to our advantage, much in the same way that the processed food industry sells us health by making us by products that are making us fat and giving us diabetes.
And yet, the result of all this standardisation has actually been counterproductive – for ordinary people at least. For the corporations it has embedded their power as a corporate oligarchy and driven their profit margins ruthlessly. Even in times of crisis the corporations can’t fail because they have socialised risk to the rest of us. But working peoples income hasn’t risen over the last forty years. We feel richer because more of us work, and we have access to more credit, but the proportion of wealth that goes back to working people continues to decline.
So all of this makes me wonder, why are we so inthrall to the process of standardisation and centralisation that the corporate management model promotes? On the one hand we have the marketing people telling us it’s all about choice, but then the only places that you can get a coffee is Starbucks, or to get something to eat is McDonalds or to buy your groceries is Tesco, who only supply a limited range of foods anyway. Obviously something isn’t working or we’d all be getting fitter and healthier, spending more time dedicating our lives to higher pursuits and enjoying the families and friends that we are bonded to. Instead we are running around trying to pay the bills, to compete and keep up with our neighbours and to keep hold of our jobs by being compliant and following the charismatic corporate leaders we are told have all the answers.
The process of standardisation has to be obdurately resisted, then, and only then, might we create some space for some real innovation to happen.