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Jean-Pierre Dube's avatar

It was not always like this. Somewhere around 2010ish, schools started to encourage faculty to engage with media, especially to get their research covered in the popular press. Suddenly, it became commonplace to see print-outs of news coverage of faculty research posted on bulletin boards near elevators and other public places on campus. Naturally, this "signal" was heard loud and clear and faculty (especially junior faculty) increasingly chased after newsworthy topics, creating a bit of a rat race. Today, faculty self-promote on social media, posting about publications, promotions etc. I tie this all back to the moment where the schools themselves decided that news coverage was important.

Sadly, I have never heard news coverage mentioned during a tenure meeting. On the contrary, candidates may be criticized at promotion time for work that's too cute and insufficiently rigorous. In short, I think junior researchers may be misguided if they think the pursuit of trendy topics is the path to tenure. On the contrary, a solid research agenda with rigorous work and novel intellectual ideas is still the recipe for success at tenure time. The challenge then - how to communicate this reality back to the scholars wasting time with media attention instead of intellectual pursuit?

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