Thread by @JohnnySRich

#THElive session on “reputation”: right from the start some of the circular arguments around the notion of reputation are being uncritically pursued. Reputation drives rankings, ranking drive reputation. Brand drives rep, rep drives brand. Etc...

We’ve also heard (I’m paraphrasing) that reputation doesn’t necessarily reflect quality and quality doesn’t necessarily reflect reputation.

Are these kinds of statement not evidence that reputation is a fairly vacuous concept?

Reputation seems to be basically the same as brand and, like brand, it’s superficial and irrelevant unless it's authentic.

And if authenticity is key, surely the aim is to chase quality not reputation?

I can’t help but be remind of Othello: "Reputation, reputation, reputation! O, I have lost my reputation! I have lost the immortal part of myself, and what remains is bestial.” #THElive

Now we’ve moved on to discussing metrics and methodologies to measure reputation. Mostly, we talking about surveys which measure perceptions of reputation, which – presumably – are influenced byy past performance in, well, reputation surveys.

…And, as we’ve been told, reputation accounts for a 30% weighting in the THE World University Ranking.

This analysis of reputation as if it were a quality in itself rather than reflective of qualities is clearly a confidence trick.

Then again, the same's true of money, so the fact that it’s all an illusion doesn’t undermine the prosperous business to be done trading these tricks.