On Oct. 18, Georgetown University’s Instagram account posted a “day in the life” style video, showcasing a snippet of the “average” academic life of a first-year undergraduate student. At first glance, the video might seem typical of a college student’s day — packing a bag, making some coffee and studying with a friend. But a closer look reveals a large array of high-priced luxury items, including a Goyard tote bag worth upwards of $1,500, a $45 Erewhon tumbler, a $250 Frigidaire ice machine, $550 Apple headphones, a $1,250 Cartier ring and a $180 bottle of Dior skincare.
The response to the video has been overwhelmingly critical, with current students and graduates — particularly those from low-income backgrounds — voicing their disappointment. For many, the reel highlights a tone-deaf approach that disregards the experiences of a significant portion of the student body who do not enjoy such affluence.
A university wields considerable influence over prospective students’ impressions, showcasing an image of what they believe is representative of their student body. Given that this reel was shared on Georgetown’s official account, the choice to feature such a luxury-driven perspective isn’t a casual oversight. It raises important questions about who controls the narrative and whether the chosen perspective truly aligns with Georgetown’s mission, especially one grounded in Jesuit values of humility, inclusivity and service. This highlights a growing need for the critical examination of what universities and colleges should aim to convey through their social media presence.
Ideally, such platforms should serve as an inclusive or at least a conscious space, offering insight into the experiences of students from various backgrounds. They should echo the institution’s values, rather than inadvertently highlight disparities or lifestyles that might alienate significant portions of their audience. The purpose of college’s social media accounts is not merely to share aesthetically-pleasing content; it’s to foster a connection between the university and prospective, current and past students. A university’s social media should serve as a digital campus tour, revealing the essence of a school’s community and values. In choosing a luxury-oriented representation, Georgetown missed an opportunity to engage meaningfully with its audience and present a well-rounded, widely accessible picture of campus life.
For Georgetown, as a Jesuit institution, the message carried by its content matters immensely. Jesuit values emphasize service, humility and inclusivity, fostering a campus environment that prioritizes compassion and collective growth over material wealth. An Instagram reel featuring items well beyond the means of many students risks undermining these core principles. By presenting an idealized, consumerist image of student life, Georgetown’s social media team overlooked the opportunity to communicate its commitment to inclusivity and community.
Rather than promoting a high-priced lifestyle as the norm, Georgetown’s social media presence could better serve its purpose by offering a fuller picture of student experiences. Georgetown’s social media team should focus on producing media that emphasizes stories of academic dedication, community service and the campus’s diverse backgrounds. This could involve highlighting volunteer initiatives, academic projects or student clubs that showcase a range of student experiences and achievements — content that resonates with both the school’s mission and the reality of life on campus.
The issue with Georgetown’s recent reel isn’t the luxury items alone; it’s the missed potential for social media to serve as a welcoming bridge between the university and a varied student body. By fostering content that aligns with Georgetown’s values and emphasizes a more inclusive vision of student life, Georgetown and other institutions can set a higher standard for university social media. The Georgetown social media should greatly reconsider what these posts are intended to communicate and ensure that, in the future, they embody the school’s Jesuit values.
Charlotte Hibbert is a sophomore in the College of Arts & Sciences.