Publishing Partner: Cambridge University Press CUP Extra Publisher Login
amazon logo
More Info


New from Oxford University Press!

ad

Words Onscreen

By Naomi S. Baron

Words Onscreen "explores how technology is reshaping our understanding of what it means to read."


New from Cambridge University Press!

ad

Communication Accommodation Theory

Edited by Howard Giles

Most people modify their ways of speaking, writing, texting, and e-mailing, and so on, according to the people with whom they are communicating. This fascinating book asks why we 'accommodate' to others in this way, and explores the various social consequences arising from it.


Academic Paper


Title: Why the Tail Wags the Dog: The pernicious influence of product-oriented discourse on the provision of educational technology support
Author: James P. Witte
Linguistic Field: Applied Linguistics; Discourse Analysis; Sociolinguistics
Abstract: Instructors and instructional technologists who promote the adoption of educational technology commonly participate in a discourse pattern focused on technology products, software, and services. Considered in terms of Rogers's (2003) diffusion of innovations model, the technologist works as a change agent, and the innovations in question are the adoption of technology products. When pressed, most instructors and technologists acknowledge that the innovations of interest more properly revolve around changes in our instructional designs, yet the vocabulary of common discourse remains product-oriented. This article describes the pernicious influences of this product-oriented pattern of discourse on the organization and provision of educational technology support services, as well as some of the driving forces that make it hard to talk about educational technology in terms of innovations in teaching.

CUP AT LINGUIST

This article appears IN Annual Review of Applied Linguistics Vol. 27, Issue 1.

Return to TOC.

Add a new paper
Return to Academic Papers main page
Return to Directory of Linguists main page