“Everyone Pursuing Their Dreams”: Google's and Microsoft's Discourse on Educational Technology
09.01.25 | Cuca Margoux
by Vittorio Marone and Bruna Damiana Heinsfeld
Abstract
Large corporations active in the field of educational technology shape needs, perceptions, attitudes, expectations, and values related to technology use in education. In order to better understand how these corporations frame the role of technology in educational settings, it is crucial to critically analyze how they present and promote their products and services. Through a discourse analysis approach, this study examined the homepages of two of the major players in educational technology, namely Google for Education and Microsoft Education. Findings show that the discourse put forth by these companies positions technology as a transformative agent that can revitalize a stagnant educational system. In this picture, teachers and students are presented as incomplete and lost beings on the path towards an alarmingly indeterminate future, which can be only overcome by the technologies and services offered by these corporations.
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