Cristin-resultat-ID: 1961752
Sist endret: 11. februar 2022, 21:07
NVI-rapporteringsår: 2021
Resultat
Vitenskapelig artikkel
2021

By-passing teachers in the marketing of digital technologies: the synergy of educational technology discourse and new public management practices

Bidragsytere:
  • Oliver. McGarr og
  • Bård Ketil Engen

Tidsskrift

Learning, Media & Technology
ISSN 1743-9884
e-ISSN 1743-9892
NVI-nivå 1

Om resultatet

Vitenskapelig artikkel
Publiseringsår: 2021
Publisert online: 2021

Importkilder

Scopus-ID: 2-s2.0-85120363062

Klassifisering

Vitenskapsdisipliner

Sosiologi

Beskrivelse Beskrivelse

Tittel

By-passing teachers in the marketing of digital technologies: the synergy of educational technology discourse and new public management practices

Sammendrag

This paper examines the online marketing of digital technologies in education from three multi-national technology corporations' websites focusing on both the language used in the text and the nature of the accompanying images. Through a content analysis, the paper shows the ways in which the need for technology investment is rationalised. It also highlights how the need for educational reform drives much of the discourse in relation to K-12 education whereas, within the higher education sites, alignment with existing practices is emphasised. The analysis of the sites highlights the veiled ways in which digital futures are presented and how the corporations and their products and services are positioned. The paper highlights how educational technology advertising capitalises on new public management practices in education to a target school and university management in the promotion and marketing of educational technology – largely by-passing those working at the coalface of education.

Bidragsytere

Oliver. McGarr

  • Tilknyttet:
    Forfatter
    ved Ollscoil Luimnigh
Aktiv cristin-person

Bård Ketil Engen

  • Tilknyttet:
    Forfatter
    ved Institutt for grunnskole- og faglærerutdanning ved OsloMet - storbyuniversitetet
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