In this discussion of two market-research based studies of online learning we have this comment: "what appears to be absent in this construction of students as data generators is any appreciation of emotion and, perhaps, a humanistic perspective of learning as a personal, agentive or transformative experience for learners." This shows the difference between the idea, encapsulated in market studies, of students as consumers, and the transformational role learning (and educational attainment) actually plays in a student's life. This article is an extended discussion of this theme, and made for interesting reading.
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