Category: students as customers

When we think about student politics, it is inevitable that the images of student protest and rebellion come to mind. These views of what counts as student politics have been shaped by rather romantic ideals of what it meant to be a student and do politics in 1960s, or perhaps even in 2010-2011 when we witnessed the last large scale student rebellion in England, but also more globally. When we stretch our imagination, perhaps we can also see students engaging with electoral politics, and them being stereotypically more left leaning compared to the general population – or ‘woke’ as portrayed by many right-wing media outlets today. In cases where students do not meet these expectations of political activity, they are often derogatively called ‘snowflakes’: a fragile generation of apolitical students. While there may be some truth in students becoming less politically active, it is important to question why this might be the case, but also to consider the extent to which our own understandings of student politics are perhaps outdated and need changing.

The cost of student protest

In contexts where higher education is marketed as an investment into one’s future, the student-as-consumer positioning becomes unavoidable. Consumerism in our universities may be brutally explicit as in the UK where students are protected by the Consumer Rights Act 2015, or more subtle in systems where laws and regulations do not treat students as consumers, but the transactional idea of higher education and human capital development still imply similar understandings. As students are constantly reminded to prioritise ‘value for money’ and question their investment into successful graduate employment, deviating from such a mindset and standing out as a disruptive or disobedient student cannot be a preferred or safe option. This was evident with the recent pro-Palestinian encampments which on British campuses were rather short-lived, often adopted around the exam periods and ending with the closure of the academic year 2023/2024. The cost of non-compliance is very high for our students: how could a student who has accumulated an average of £45k student debt with already insecure graduate employment trajectory drop everything and revolt? My recent book Student Identity and Political Agency: Activism, Representation and Consumer Rights deals with these dilemmas and argues that the modes of student politics have had to change alongside the generational pressures that contemporary students face. In other words, the form that student politics takes is intertwined with what it means to be a student today.

Alternative forms of political agency

To counteract the view that students have become apolitical or snowflakes, we need to imagine student politics as more fluid and situational: something that gets embedded within the everyday practices of being a student.

First, this revisioning invites us to be more open-minded about what counts as student protest. For example, it is evident that when today’s students do protest, their actions tend to be more short-lived while triggered by identity-based issues that matter to them personally. We should also look at the new and alternative spaces that activism takes place within, eg digital platforms. The latter could of course relate to generational shifts and students being more digitally adept, but also to the fact that the university campuses have become heavily regulated by timetabling pressures and health and safety rules, making it difficult for students to socialise, let alone organise on campus.

Second, our universities have never emphasised student voice as much as they do today. In addition to students’ unions, there is a wide range of new representative roles on university committees and working groups. While there are questions about tokenism and the effectiveness of these roles – and perhaps fairly so – one cannot deny that there is an incredible infrastructure emerging for students to (peacefully) exercise their interest. This could also be politically motivated, and we should not underestimate the power that students as collectives hold through such representative roles.

Finally and perhaps most importantly, I invite us to consider the power that the student-as-consumer holds. In the age of marketised universities, we need to ask some uncomfortable questions related to the extent to which student-as-consumer positioning itself empowers students with new types of political agency. We know that an increasing number of students are exercising their right to complain, and they often do this to call out universities for their wrongdoings. These wrongdoings may relate to consumer rights and personal grievances, but often they also reflect wider structural inequalities. It could therefore be argued that consumer rights have granted students new tools to exercise their interest. There is a tendency for the sector to view student complaints as something negative and unreasonable, and none of us would want to be the subject of one. However, it is likely that if students are increasingly treated as consumers, it is also this consumer positioning that offers new opportunities for political agency to be exercised. In today’s highly pressurised university environments, consumer complaints might be a more effective way to make oneself heard: making complaints is a legal right for our students, and the potential reputational damage to universities makes complaints high stakes.

In summary, I argue that the market forces and consumerist discourses that brutally shape students are also what trigger, enable and disable certain new and altered forms of political agency. Such understanding invites us to shift away from the prevailing assumption that contemporary students are becoming apolitical and instead to rethink our normative understanding of what counts as political agency.

For more details, please see my book published as part of the SRHE and Routledge book series Research into Higher Education:

Raaper, R (2024). Student Identity and Political Agency. Activism, Representation and Consumer Rights Oxon: Routledge

Rille Raaper is Associate Professor at Durham University. Rille’s research interests lie in the sociology of higher education with a particular focus on student identity, experience and political agency in a variety of higher education settings. Her research is primarily concerned with how universities organise their work in competitive higher education markets, and the implications market forces have on current and future students. The two particular strands of Rille’s research relate to: a) student identity and experience in consumerist higher education; b) student agency, citizenship and political activism.