The News & ObserverOriginally published 3/11/2011
It’s Madness as universities play for pay
March 11, 2011
By Charles T. Clotfelter
DURHAM Buckle up. It’s almost time for that annual 21-day wild ride known as “March Madness,” a media event so lucrative that the name is actually trademarked. For three weeks, millions of Americans will talk nonstop about brackets, seeds and upsets, and then remain glued to their TVs or computer screens to see how their predictions hold up.
This 68-team NCAA tournament is a spectacular illustration of why commercialized sports, with all its problems, has an unshakeable hold on American higher education, and why universities do little to rein in its influence.
Universities with big-time sports are like the man in the old joke who complains that his brother thinks he’s a chicken. Asked why he doesn’t have the brother committed, the man explains, “I would, but I need the eggs.” Like this man, these universities choose to live with the contradictions inherent in big-time college sports rather than get out of the game.
For the past three years, I have been researching how and why big-time sports has become so deeply embedded in many American universities. Not surprisingly, I found that sports often dwarfs the intellectual side of universities. For instance, I looked at news coverage of 58 universities with leading athletics programs. Of the 600 articles that appeared over a year in The New York Times, 87 percent were about sports. Continue reading “It’s Madness as universities play for pay”