Opinion
Professional Development Opinion

The New Consumerism In Educational Leadership

By Lance D. Fusarelli — January 14, 2004 4 min read
  • Save to favorites
  • Print
It is now possible to become a certified educational leader without ever leaving your home.

Within the past few years, a disturbing change has occurred in how we prepare leaders for America’s schools. Spurred in part by advances in new technology, the proliferation of for-profit universities, and the conservative critique of university-based preparation programs, educational leadership courses have increasingly gone “online.” It is now possible to become a certified educational leader without ever leaving your home.

A quick search of online degree programs identifies numerous examples in educational leadership. The online master’s program offered by the University of Phoenix, for example, advertises: “All you need is a computer and an Internet service provider. You’ll receive lectures, questions, and assignments from your instructor, then review them offline at the times and places most convenient to you.” Another “national” university suggests that “effective communication is the oxygen for leadership,” yet offers a multitude of online leadership courses in which much of the “communication” is limited to interaction between the student and the computer.

More disturbing is the movement to offer online doctorates in educational leadership. An increasing number of e-universities, and some of their more established counterparts, offer fast-track “executive leadership” doctoral programs—Ed.D.s and Ph.D.s— for busy working professionals. One university promises that a highly motivated candidate will be able to complete a doctorate in educational leadership (coursework and dissertation) in only two short years, all while holding a full-time job!

Campus-based educational leadership programs are under greater and greater pressure to offer more courses online. Failure to do so is often cited as evidence of professors’ unwillingness to cater to students’ (our “clients’”) needs—a view that itself represents the new consumerism run amok. Faculty members are expected to respond instantaneously to student queries via e-mail—morning, noon, and night. In many locales, school districts (and their corporate partners) have become savvy consumers, shopping around for the “best deal” from nearby universities.

Campus-based educational leadership programs are under greater and greater pressure to offer more courses online.

It’s odd that educators, of all people, should be the ones most interested in finding the easy, shortcut way to a degree, always searching out programs with the minimal requirements. They seem, in effect, to be stressing the importance of education for everyone but themselves. Much like their own students, aspiring school leaders appear interested only in finding the easiest route with minimal effort. Sound familiar?

Many districts, meanwhile, are pressuring state legislatures to allow them to offer their own degree programs— in effect, substituting quick, one-shot professional-development workshops for graduate credit.

This all raises some fundamental, as-yet-unanswered questions about how best to prepare leaders for schools.

What could be better than a degree when you want it, how you want it; one designed to fit the busy schedules of working professionals? Under the new consumerism, we have education on demand. No time to take courses? No problem, just point, click, complete the exercises and presto, you’re an educational leader.

But technology is substituted for personal interactions. Face-to-face contact becomes anachronistic. Deep engagement with critical educational issues is replaced with workbooks students can complete at their convenience. Presumably, communicating effectively through one’s computer via an ISP is equivalent to communicating effectively with teachers, parents, and other stakeholders in a real school environment.

One has to wonder about the quality of online leadership-preparation programs. In years past, advertisements for college degrees via correspondence courses were found in the backs of popular magazines and on matchbox covers. Online degree programs and their hype merely represent the high-tech manifestation of these earlier courses and ads.

For example, the sponsors of a Web page I recently viewed offering links to online educational leadership degree programs included companies hawking home remodeling, fire alarms, replacement windows, siding, porches, and swimming pools. Do we really want our educational leaders sponsored by aluminum-siding salesmen?

Leadership cannot be crafted through a disembodied, depersonalized delivery system. The training and development of leaders cannot occur in isolation.

My point is not to blindly defend all traditional, university-based educational leadership programs. It is, rather, to convey a simple truth: While technology may play a crucial role in education, developing effective educational leaders is fundamentally and irrevocably an interpersonal, relational process—one that requires face-to-face human contact, deep thought, deliberation, reflection, engagement, and interaction.

Effective educational leadership isn’t a list of skills to master or a set of modules to complete. Every significant leadership theory of the past 60 years has emphasized that effective, transformative leadership is a relational process between leaders and followers. If education is to be a transformative experience, it must be just that—a set of contemplative, rigorous, interactive experiences that enhances personal growth and development.

Leadership cannot be crafted through a disembodied, depersonalized delivery system. The training and development of leaders cannot occur in isolation. Leadership requires cultivation of the habits of heart, mind, and soul—habits that do not translate well to the sterile, lifeless environment of online leadership preparation. Effective educational leadership is a “people” process that requires sustained, face-to-face interactions not only with faculty members, but also with colleagues.

Unfortunately, the new consumerism in educational leadership sacrifices content and quality at the altar of convenience.

Lance D. Fusarelli is an associate professor of educational leadership at North Carolina State University, in Raleigh, N.C.

Related Tags:

A version of this article appeared in the January 14, 2004 edition of Education Week as The New Consumerism In Educational Leadership

Events

College & Workforce Readiness Webinar Data-Driven and District-Ready: What EdWeek Research Tells Us About the CTE Market
Discover how to sharpen your positioning in a fast-moving market of CTE with actionable strategies grounded in EdWeek Research Center data.
Classroom Technology Live Online Discussion A Seat at the Table: The Rewiring of Childhood With Jonathan Haidt
Jonathan Haidt, Catherine Price, and Adam Swinyard join Peter DeWitt on how to get students off devices and back to the basics of childhood.
Professional Development K-12 Essentials Forum Getting Professional Development to Stick
Join this free virtual event to explore best practices, funding, format, and timing for teacher and principal PD.

EdWeek Top School Jobs

Teacher Jobs
Search over ten thousand teaching jobs nationwide — elementary, middle, high school and more.
View Jobs
Principal Jobs
Find hundreds of jobs for principals, assistant principals, and other school leadership roles.
View Jobs
Administrator Jobs
Over a thousand district-level jobs: superintendents, directors, more.
View Jobs
Support Staff Jobs
Search thousands of jobs, from paraprofessionals to counselors and more.
View Jobs

Read Next

Professional Development Practical and Paced: How Principals Like Their PD Served Up
Principal PD must reflect the demands and constraints of the job.
5 min read
A high school principal gives a high-five to an incoming junior at the school, as upper-level students return on their first day of school in Brattleboro, Vt., on Aug. 28, 2025.
A high school principal gives a high-five to an incoming junior at the school, as upper-level students return on their first day of school in Brattleboro, Vt., on Aug. 28, 2025. Principals need access to frequent and relevant professional development opportunities to tackle the rising complexities of the job.
Kristopher Radder/The Brattleboro Reformer via AP
Professional Development Lessons Learned About Effective Professional Development for Principals
The best professional development for principals has a lot in common with the best PD for teachers.
7 min read
4 Principals need PD too DEF
Edmon de Haro for Education Week
Professional Development How a District Stopped Relying on 'One-and-Done' Professional Development
As its population of English learners grew, a district invested in coaching and co-teaching.
8 min read
Two teachers meet at a table in an office with their instructional coach.
Olga Dietz and Glenda McKinney meet with coach Jenna Davis (center) at Mt. View Elementary School in Antioch, Tenn. Dietz and McKinney, teachers of English learners, co-teach kindergarten classes with general education colleagues. Regular coaching is one element of what research has shown makes professional development effective.
William DeShazer for Education Week
Professional Development A Federal Fund for Professional Development Is Clouded by Uncertainty
President Trump has repeatedly proposed axing the feds' biggest investment in professional development.
8 min read
3 Funding outlook for PD DEF
Edmon de Haro for Education Week