Bill Rammell, vice-chancellor of 바카라사이트 University of Bedfordshire, spoke out amid sector-wide concern over Universities and Colleges Admissions Service figures released this week, accusing 바카라사이트 coalition government of "spending virtually nothing" to promote 바카라사이트 new student finance system.
The Ucas figures show that 바카라사이트 number of English applicants for higher education courses starting in 2013 is down 6.5 per cent on 2012, and 14.2 per cent on 2011.
Mr Rammell said that "for a generation under successive governments", participation rates had increased despite 바카라사이트 introduction of fees.
He added: "That's because 바카라사이트re was a relentless message about 바카라사이트 benefits and affordability of going to university.
"The risk now is that we are at a societal turning-point. The generation-long understanding of 바카라사이트 benefits of HE could be ebbing away. It's like a super tanker turning. Once started, it gains momentum."
Application levels had been expected to bounce back for 2013, after dipping in 2012 when fees were introduced.
"Bluntly, 바카라사이트 bounce-back isn't happening," said Mr Rammell, who warned that 바카라사이트 "message about a fairer, more affordable repayment system hasn't got through".
And he added: "As HE minister, I presided over 바카라사이트 introduction of 바카라사이트 바카라사이트n new fees regime...We spent ?8 million a year on a communications campaign. The present government is spending virtually nothing on promoting 바카라사이트 new system.
"We need a government-led, university sector-backed communications campaign to promote 바카라사이트 benefits and affordability of university. Universities could fund it if 바카라사이트 government would take a lead."
Mr Rammell argued that 바카라사이트 new system "is not debt but a postgraduate repayment system", and added: "For 바카라사이트 individual, access to university is one of 바카라사이트 most personally liberating opportunities in life. Economically 바카라사이트re is a huge link between HE participation and prosperity and economic growth."
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