“Everyone pursuing their dreams”: Google's and Microsoft's discourse on educational technology

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. The potential of these technologies is presented as limitless, low-cost, for everyone, and available anywhere and anytime. In this deterministic “technology as a solution” framework, technology is depicted as an inevitable choice for the advancement of people and society. This study shows that, by critically approaching and analyzing corporate discourse, students, teachers, and other stakeholders can develop an outlook that cuts through marketing strategies and the hype surrounding learning technologies. In turn, this can promote reflective practices, support decision-making processes, and redefine expectations related to the role of technology in education and society.