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Rich vision, pretty pattern (1 of 2)

Published on
January 26, 2012
Last updated
May 22, 2015

The anonymous writer of "Poverty of vision pays well" (Letters, 19 January) underestimates the depth of each vice-chancellor's vision, which today far exceeds a mere preoccupation with league tables.

Our comprehensive analysis of the language of university mission statements from Russell Group, 1994 Group and Million+ institutions indicates that the average vice-chancellor rejoices in a vocabulary that extends to 25 nouns, sometimes modified by a selection of up to 12 different adjectives. This reveals a vision of "excellence", "quality" and "impact", which is usually "internationally significant", "leading edge" and "top".

Only the Russell Group vice-chancellors are confident enough to embellish their claims with ordinal rankings, while their Million+ peers are content to indicate their aspirations with the comparative "higher" and the adjective "potential".

Commendations go to Don Nutbeam of the University of Southampton for a rare concern for "academic freedom" and several mentions of "intellectual".

Liz Morrish, Nottingham Trent University.

Helen Sauntson, University of Birmingham

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