Land Grants to Social Media: Perspectives On Soil Science Education.

American universities are undergoing their third transformation. The first two major changes were goal driven, with external incentive provided by the federal government and institutional responses marked by clear purpose and direction. In the first instance, which followed the creation of land-grant colleges in the 1860s, agriculture, forestry, and related disciplines were thrust into leadership roles, which they performed with consummate success. In the second instance, which attended the mid 20^th century scientific revolution, these disciplines mostly were followers; nonetheless, they made highly significant contributions. The affected campuses emerged from these reforms with greatly increased power and international prestige; on campus, the power structure reorganized itself and soil science often was a beneficiary.

But the third, ongoing, transformation is more haphazard, and driven by unfocused pressures and enticements of electronic technologies that are reshaping nearly all university functions and venues. The current mutation lacks clear definition and purpose, and appears to be dispersing some functions and control away from universities. Within campuses, those disciplines (e.g., business) that are best able to capitalize on advancing technologies have enjoyed increased popularity among students, administrators, and outside supporters. Unfortunately, soil science is not in this group.

To survive, every soil science undergraduate program must have a champion, and that champion must be active outside and inside the classroom. Soil science must be strongly represented on the curriculum committee, potential employers must be recruited, and extracurricular activities must be avidly supported. The introductory course must have a strong field component and should be offered at the freshman level. If we are to continue serving society, we must preserve the integrity of our programs, which means, in part, that we must hook new students. If we help students develop awareness and appreciation for soil science, they will be moved to action.