As someone who chose USC over Northwestern and several others, I find it funny that someone would consider one school to be a “serious” academic school while the other would not be.
First of all, Northwestern’s current president - really - is a former USC administrator. If Northwestern is such a serious academic school and USC isn’t, then why would Northwestern hire as the face of its university someone who’d spent a significant portion of his career here? Don’t believe me?
https://www.northwestern.edu/president/biography/index.html
“Previously President Schapiro was president of Williams College from 2000 to 2009. Earlier he had served as a member of the Williams College faculty from 1980 to 1991 as professor of economics and assistant provost. In 1991 he went to the University of Southern California, where he served as chair of the Department of Economics until 1994 and then as dean of the College of Letters, Arts and Sciences until 2000. During his last two years as dean, he also served as the university’s vice president for planning.”
Shapiro went from USC to Williams College which is also far from an academic backwater. Cornell also hired as its recent president Beth Garrett, who was a longtime professor and administrator in USC’s law school and then provost of the university. She died FAR too young of cancer. One of Brown’s recent presidents was also a longtime USC administrator.
Secondly, as was mentioned above, many of USC’s core strengths are in the arts. Someone who is a world-class actor, dancer, or playwright isn’t necessarily going to have perfect standardized test scores, in the same way that someone who aces the SAT or ACT probably isn’t going to be the captain of the football team or end up dancing Swan Lake with the Joffrey Ballet. One thing I really appreciate about USC is their understanding that excellence manifests itself in many forms, and the narrow focus of some on grades and standardized test scores belies an artificially narrow definition of academic and professional promise that does NOT play out in the real world. Standardized test scores and class rank do NOT measure things like resiliency or interpersonal skills, both of which are slightly important in the job market today.
Thirdly, USC is a “hip” school because it offers EDUCATION FOR THE 21ST CENTURY. If you want to study things like filmmaking, interactive media, or video game design, USC’s programs are the BEST IN THE WORLD while nearly all of its other programs are at least top 20 in the country.
A school can be both “hip” and academically serious at the same time. Northwestern is a great school - I have a number of high school classmates who went there, especially for journalism - but one thing that’s lost on 18-year-olds and will affect both it and the University of Chicago, along with the University of Illinois, is the fact that the state of Illinois has been mismanaged into the ground this century, which will dramatically affect its ability to recruit faculty and cause the parents who do their homework on where to send their children to college to give a second thought to sending them off to that school.
That said, Northwestern is a great school and you would be fortunate to take a degree from that school. Same with USC. You don’t have to tear down one school to build up another - the U.S. has around 4000 colleges and universities, so this is effectively counting the number of angels on the head of a pin. Reputations also lag behind reality, which is why there’s a mix of people on here trying to figure out how to get in to USC and others are tearing it down.
I’ve never regretted choosing to go to USC and am grateful for the opportunities that I had there.