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St. Olaf College celebrated the beginning of a new academic year on September 5 with its annual Opening Convocation in Boe Memorial Chapel.

Faculty processed in academic regalia as music provided by the St. Olaf Band, conducted by Henry Dorn, filled the chapel. President Susan Rundell Singer welcomed students, faculty, and staff to the gathering held each year on the first day of classes, noting that it reflects the power of the St. Olaf community.

“Opening Convocation is a beautiful mix of tradition, combining the pageantry of the past and the promise of the future,” she told the hundreds of community members gathered for the celebration. “This year we celebrate St. Olaf’s 150th birthday and launch a strategic plan for a bright future. The through thread across the years is that we are Solution Seekers, committed to moving forward, finding joy, and making a difference in the world.”

“Opening Convocation is a beautiful mix of tradition, combining the pageantry of the past and the promise of the future.”

— President Susan Rundell Singer

Student Government Association President Zari Irving ’25 also welcomed the campus community — and particularly first-year students in the Class of 2028 — to the opening day celebration. She shared a story about her own journey as a college student, noting that she has experienced stress, loneliness, and lost friendships. Then she got involved with campus organizations and activities, where she met new friends and grew her leadership skills. She encouraged new St. Olaf students to lean into the incredible opportunities the college has to offer, from joining clubs to studying abroad to exploring Northfield.

“Enjoy your time on the Hill! You are only an undergrad once, but you get to be an Ole forever.”

— Zari Irving ’25

“Go sledding at Hoyme hill, watch stars on the football field, go on late night walks through campus, venture to Defeat of Jesse James Days and local farms,” she advised. “Enjoy your time on the Hill! You are only an undergrad once, but you get to be an Ole forever.”

Professor of Theater William Sonnega then delivered an Opening Convocation address titled “Giving Attention Some Attention.” He noted that attention — our ability to focus on one thing to the exclusion of everything else — is a scarce commodity. It can be monetized, measured, and manipulated as part of what is known as the “attention economy.” Using the example of social media channels, Sonnega pointed out that human attention is one the most powerful economic engines in the world today.

“If our shared enterprise is critical thinking, I would be professionally remiss if I did not encourage us on the first day of classes to reflect on what we will, and won’t, pay attention to in the coming year,” he told the students, faculty, and staff gathered.

“The likes, shares, comments, and views that are the de facto currency of the attention economy are no measure of our real worth, our kindness and compassion, decency and dignity, relationships and resilience. These are the metrics of the care economy. This year, together, let’s build a model for that.”

— Professor of Theater William Sonnega

“My wish for us this year is that we spend a little less time contributing to the attention economy, even if you’re an influencer and capitalizing on it, and a little more time giving one another our undivided attention — a continuous full attention, founded on listening rather than speaking,” he continued. “As organizational psychologist Adam Grant writes, ‘The best way to open a stubborn mind isn’t to argue; it’s to listen. When people feel heard, they become less defensive and more reflective.'”

Sonnega added that members of the St. Olaf community owe it to themselves — and to each other — to be fully present in unmediated and noncommercial ways.

“The likes, shares, comments, and views that are the de facto currency of the attention economy are no measure of our real worth, our kindness and compassion, decency and dignity, relationships and resilience,” he said. “These are the metrics of the care economy. This year, together, let’s build a model for that.”