In long established tradition universities have intended to provide a nurturing ground for academic excellence. Indeed the word university itself is derived from the Latin universitas magistrorum et scholarium, roughly meaning ‘community of teachers and scholars’. Thus, after the study of the trivium (grammar, rhetoric, and logic) and the quadrivium (arithmetic, geometry, music, and astronomy) boys, in Early Modern Europe, proceeded to these centres to learn and replicate the teaching of the classics. With a helping hand from these boys the Enlightment took shape with the emphasis now placed on research and personal experiences, a shift in the nature of university but in no sense the quality. Yet in the 21st century the calibre of our modern institutions have been under scrutiny and as a Milkround.com survey reports the expectations of our universities may have also taken a terminal shift by the students themselves.

From ‘old boy networks’ to ‘Mickey Mouse degrees’ there has developed a gulf between our universities today which is reflected by individual career ambitions. The Milkround survey, collated from information provided by users of the Facebook Milkround application, found that out of 50 dream jobs presented not one of the respondents wanted to be a politician, campaigner or president. More than a third (35 percent) wanted to be millionaires or in the Hollywood set of film stars and directors. Indeed it appears ‘students want a career filled with fame and fortune by becoming celebrities rather than campaigning for green issues, NHS improvements or the fight against terrorism.’

Could this be the result of a society over-stimulated by external agencies, such as internet, TV, film and music, bombarding our lives with images of an ideal - void of the academic forces which keep them alive? A reflection of a lazy society unwilling to work any more than is strictly necessary? Or merely the natural evolution of our increasingly hedonistic culture?

As recruiters for niche specialisms are we competing against this growing desire for celebrity or is there still a prestigious academic tradition underpinning this phenomenon?