Measured or communicated?

Abstract This research paper explores the intricate relationship between university rankings, mass democracy, and postmodernity, elucidating the societal shift in evaluating academic excellence. As higher education experiences mass democratization, rankings emerge as vital tools in the new information market, providing accessible metrics for an increasingly diverse audience. The concept of “medialization” underscores the impact of rankings on shaping public perception, as journalists, lacking deep understanding of academic intricacies, turn to rankings for clarity. Reactivity within universities to achieve higher ranking placements underscores the internal influence of external media-driven evaluations. The paper argues that postmodern relativism challenges traditional meritocracy, disrupting the established communicative status of universities. Amidst ongoing debates about the legitimacy of rankings, the research recommends embracing a communicative meritocracy as a strategic response, emphasizing the importance of universities actively shaping their narrative. The emergence of AI, exemplified by chatGPT, is identified as a potential transformative force, offering personalized information and challenging traditional ranking methodologies. The research concludes with a call for continuous self-reflection within ranking systems and universities amidst a changing higher education landscape.