Abstract
This paper explores the market model's influence in redefining the relationship between teachers and students within the college and university. Viewing the student as a customer rather than as a “worker” or “apprentice” is argued to have created several problems. The case is made that with market forces leading to the substitution of purchased commodities for “production for self,” the role of the student in actively participating in the learning process is threatened. Several trends, including grade inflation, shortened contact hours, and the redefinition of study time are offered as evidence that the non-salable components of higher education are declining in importance.
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