This article responds to recent UK proposals on measuring and recording student achievement (Universities UK 2007) to highlight issues that are relevant across different higher education contexts, which are increasingly intertwined through the expansion of the Bologna process. Drawing from wide-ranging literature on assessment and sociology, this paper argues that the introduction of new assessment technologies cannot be seen from a purely technical perspective but instead requires a deeper appreciation of assessment as a social practice, which contributes powerfully to the construction of learner subjectivities in ways that are not necessarily benign. Although not suggesting this leads to any easy solutions, the concept of 'meta-social' awareness may be useful in better supporting a diverse student body in confronting the complexities of the twenty-first century.