https://orcid.org/0000-0002-1592-2097
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ABSTRACT
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.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes
1 http://www.apple.co/appledistinguishedschools: 05.02.2021.
Additional information
Notes on contributors
Oliver McGarr
Oliver McGarr is an associate professor in the school of education, University of Limerick, Ireland. His research interests in the areas of Educational Technology, Reflective Practice and STEM Education
Bård Ketil Engen
Bård Ketil Engen is a professor at the Faculty of Education, Oslo Metropolitan University, Norway. He has a long history in the research of learning and teaching in technology rich environments. More recently on comparative and international perspectives on digital competencies in school and teacher education