viz.

Screenshot Credit: YouTube

Zounds!  After Noel’s heartwarming welcome-back posting, I feel reinvigorated and ready to begin posting again here at viz.  I did rest my blogging muscles over the break, but managed to take a few notes for what will hopefully be more piquant posts on pop culture.

Recently, my friends have helpfully provided me with such a deluge of musical material that I don’t know what to do with it all.  My friend Cate Blouke forwarded me the NPR story about HOPE: The Obama Musical, which delights me to no end—but I was a little more intrigued by a video my friend Meghan Andrews brought to my attention—a short-form musical YouTube video that doubles as a Yale advertisement called “That’s Why I Chose Yale.”

While I might critique the video for what seems to me to be an excessive length (it’s over 14 minutes, and starts to drag during the long list of student activity groups), what I find fascinating about this is that what seems to be one of the most traditional American universities is choosing to brand themselves using the most current cultural trends:  the YouTube viral video and the unexpected musical.  While Andrew Johnson, the Yale graduate who dreamed up the idea, disclaims that he was influenced by shows like Glee and High School Musical, the “campiness” noted by Matthew Nojiri of ABC seems very influenced by Glee’s particular brand of snark and softness.

What Nojiri doesn’t discuss is that these attempts to advertise colleges are a long-standing trend.  A former professor of mine, Mark Edmundson, wrote a wildly controversial essay called “On the Uses of a Liberal Education: As Lite Entertainment For Bored College Students” for Harper’s in September 1997 which critiqued universities for marketing themselves to students “immersed in a consumer mentality.”  This ad does just that, selling things like Yale’s residential colleges (and their organic meals) alongside experiences like “monitor[ing] a foreign election. / And now I volunteer at a law school clinic on human rights protection.”  While both things might appeal to a student body, there’s something uncomfortable about suggesting that the university is another fashionable purchase to make alongside a Wii or a hipster shirt, or that volunteering at law school clinics is cool because cute girls do it while sitting in fabulous new buildings.

Glee, as I’ve already noted, markets itself as dramatic irony; what is more interesting about the Glee
phenomenon is how successfully it has turned itself not only into a popular television show, but also an iTunes phenomenon where individuals can buy cast recordings of the songs, and season DVDs before the season is even fully finished.  Taking advantage of the appeal of old 80s songs and new R&B htis, Glee is helping make FOX serious money in a time when media conglomorates are trying to find ways to monetize the web.  While it’s understandable that in a time of financial crisis even Ivies like Yale want to seek out the greatest number of possible undergraduates to fund their coffers, there’s something disturbing about a university marketing itself like a musical.  Is the slick marketing of “That’s Why I Chose Yale” a little too knowing?  What is the substance underneath which this video is meant to express?  Or is it a good sign that professors seem to be rethinking what they're doing as not merely educating, but selling valuable skillsets and educational services for a newly media-savvy generation?  Maybe Yale's Glee-ification is just all in good honest American fun, like the musical itself.