Why does “relevant” mean “make me money?”

To wit: This week’s “Education Life” Section of the NY Times, where the cover article is called: “Making College ‘Relevant‘” I appreciate the quotation marks in the title, but the article seems to focus primarily on how to translate a BA into a J-O-B. This is a question that those of us in the humanities and social sciences get with some frequency. And our response is often couched in terms of “critical thinking skills” or “cultural analysis” or “nuance,” “subtlety,” “tensions,” or “cultural politics.”

But the question isn’t really if what we do is relevant, but rather why the job hunt and the endless pursuit of wealth and “practical knowledge” seems to have controlled the conversation about “relevance.” Why are those of us so gifted at cultural analysis often so poor at explaining its “relevance” to our students? Or, maybe more importantly: why is it such a challenge to provide frameworks for our students to recognize the relevance of what we’re doing on their own? Surely, relevance isn’t only about capitalizing on skills you can market through your “personal brand.”

Frankly, if relevance were judged by making money, the NYTimes would be in worse trouble than our universities.