History’s gifts

My painting, my Dreamtime, nobody own it for me, nobody can stop this history painting. When I die, young people gotta take it over. That’s why all over the world we meet up, talk together and give history to one another.

PFW*

It’s late at night in the first week of a Coursera/Duke MOOC on the future of higher education, and we’re rattling through a remake of Robert Darnton’s history of four great information ages. This big history marches forward with such conviction and pace that we leap over most of the 20th century in a single bound, from mechanised printing straight to the global internet. You might think the business histories of photography, radio, film and television would be models for the kind of education we have now, but it looks like literary history has it covered. OK, then.

Cathy Davidson calls this a “purposive and activist history”, learning from the past in order to change the future. I’m not sure who the “we” of this history might be, but I’m hearing “we” a lot. Sometimes it points at the people who share the political or industrial history of the US, or the slightly wider developed world; and sometimes we are all accommodated inside history’s generous marquee, because, you know, diversity.

And then suddenly there he is, on screen for less than a minute: an Aboriginal man in worn military uniform, a barefoot woman wrapped in a blanket sitting on rocks behind him, and grog bottles in a basket at his feet. The video is talking about “these ancient Aboriginal tribes in Australia”, to demonstrate something about oral cultures and their capacity to remember complex stories of kinship, which will later reattach to a thought about basketball fans and their ability to remember stats. I feel a kind of panic: wait, did we just go there? And sure enough, we’re right at the heart of the terrible history of empires built for trade behind a facade of civilising pedagogy, only now “we” seem to be re-enacting exactly the encounter that I’m looking at on my laptop screen.

There’s no sign in the end credits as to what this image is or why it’s there; and a question to the forums gets no response because, you know, forums.

So I ask again on Twitter, and this time Jade Davis who I follow and respect highly for her work on digital knowledge cultures, does her own search and finds it. It’s a 19th century etching of Bungaree, an Aboriginal man who was well known in and around Sydney during the early years of the colony. The image was made by travelling colonial artist Augustus Earle, who had finally made it to Sydney in 1825 after travelling through Europe (“sketching antiquities, Moorish ruins and batteries”), touring the US and South America, and being stranded for several months in Tristan da Cunha. The image doesn’t tell us much about Bungaree, his wives or the skilful mediation he practiced between the colonial administration around him and the other clans living around Sydney at that time, because Earle couldn’t have grasped the complexity of those things. But it probably gives a reasonable account of Earle himself, and his sense of what audiences in London and Sydney wanted to know: it’s touristic, entertaining, and prurient all at once, while keeping Bungaree, his ironic costuming and his confronting household arrangements at arm’s length.

Later I asked Cathy Davidson on Twitter how this image had been chosen to illustrate a point about communication among Aboriginal people in the pre-contact period when in every visible detail, it’s about the opposite: the cultural collision between Aboriginal people and non-Aboriginal institutions and expectations in the colonial era. In a long forum post she reflected on the purpose of the lecture itself, and said that as the image was “offensive” without contextual explanation, it would be removed. And then when pressed a bit, she explained how the mismatch had been set up in the first place.

Because Coursera is for-profit, the licensing of images is extremely strict because one needs Creative Commons images but for a for-profit company.   This was the only image those who were adding images were able to find. We added images because it was thought that those who were non-native speakers or not familiar with my American accent would find the lectures easier if proper names were spelled out and images were used to illustrate non-familiar material.

I respect this candour. But removing the image just confirms who gets to deploy authorial entitlement here: who decides, and who is decided for. Bungaree gets patched in to illustrate the non-familiar, and then in the name of cultural sensitivity gets deleted again. And I’m still curious about the process that went through several steps without anyone noticing anything odd. Finding this image, settling for it, not feeling any need to explain it: all this feels like a kind of hubris about world culture that isn’t exclusive to MOOCs, but is certainly something about powerful institutions that MOOCs have exposed to a wider audience.

Earle’s encounter with Bungaree is a good metaphor for what’s happening as higher education becomes more entrepreneurial. Like the other colonial artists vagabonding about in the tropical south at this time, Earle was using his professional skills and social position to sell a particular account of the world back to itself, on behalf of an imperial power scrambling for land in competition with others from the global north. However he conceived of himself as an artist, his work operated within a purposive, activist project that encouraged investment in further exploration, the exploitation of new resources, and ultimately the creation of new markets. He wasn’t particularly accurate or insightful about Bungaree, but he didn’t have to be—he simply needed to frame him in this way to support a simplistic view of the diversity that would become the operating system (literally, in terms of racialised labour) of the colony itself.

Humanities scholars who join the race for global audiences using MOOCs as their platform need to ask the hardest questions about repeating the patterns of colonising pedagogy as edtech philanthropy. At the moment I can’t see how LMS-style platforms that are instructor-led could make space for the sharing of history on equal terms that would genuinely change the way global education works—although they can certainly support a limited kind of crowdsourcing of content that could be mistaken for something bolder. Nor is there evidence that the CEOs currently talking up the philanthropic and democratising potential of MOOCs want to see even a thimbleful of critique of the way prestige operates in higher education.

But I agree with Laura Czerniewicz at the University of Cape Town that simply saying no to whatever we mean by MOOCs isn’t the best step for those of us in other places. We need to work together to understand how hype around online courses accelerated the pace of innovation, and now that everyone’s calming down, we need to look at the options this has given us all for talking together across national and regional boundaries, without waiting for the powerful to lead.

Two notes

The quote at the top of this post is from the Aboriginal cultural historian and artist whose work is the subject of a beautiful short film and cultural history lesson, Too Many Captain Cooks, made in 1988.

Professor Cathy Davidson took a great deal of time and care in considering these issues from her perspective in her Coursera forum post “Race, Racisim, Representation and Alternate Timelines”.  Jade Davis, PhD candidate and Duke participant in the class to which this MOOC is attached, found the image and did the same on Twitter.  I learned a lot from their responses, and I appreciated their willingness to take this criticism seriously.

Any colour you like, Australia

To the indomitable Australia, where the dynamics of change and choice cause individualism to be the force for doing, and freedom an urgent state of mind–

Art Linkletter, LinkLetter Down Under, 1968

So, there’s been a bit written about the Blackboard acquisition of NetSpot in Australia and Moodlerooms in the US, focused on the philosophical integrity of the open source project.  To a lesser extent it’s got people thinking about whether the LMS as we know it is going away, as Australia’s David Jones suggests.  Or not, which is the persuasive if discouraging argument from Tony Bates.

It’s been an exemplary demonstration of how quickly the North American edtech blogging community mobilises their expertise and their networks to provide fast, rolling specialist coverage of these kinds of events as they unfold. George Siemens has an excellent second post; and there’s serious, thorough background evaluation from K. C. Green at Inside Higher Ed here, and the second part of Michael Feldstein’s reflections here.  (Interesting that Instructure are coming out of this very well; they’re not just big in Utah.)

Australia: not always down under (image taken from Martin Dougiamas, presentation, 2010)

The problem is that all this is unfolding a bit differently in Australia, formerly a dot on the higher education world map; as it turns out, not only NetSpot but Moodle itself is an Australian thing.  So for anyone who’s booked their ticket to Austria to see what the fuss is about, here’s the map you need, with apologies to Martin Dougiamas, who was apparently thinking along the same helpful lines when he used it in a presentation in 2010.

Dougiamas has made very clear that Moodle itself wasn’t the object of the sale. This isn’t just a bit of purist fuss about who owns open.  It has additional resonance in Australia where the most iconic Australian brands (including Vegemite, Holden Cars and Tim Tam biscuits) are the property of US companies; and where there is active political debate about foreign ownership of Australian farms and major industries, not to mention the ongoing domination of Australian cultural life by foreign media producers. In 2011, for example, Australian films accounted for only 10% of the titles released in local movie theatres, and only 3.9% of local box office. So we know a thing or two about import dependence.

Our combined sensitivity to foreign ownership and monopoly can sometimes be hard to hold in a productive balance; the cruelty of market rationalisation being what it is, we end up providing government support to ensure that Australia is protected against the market failure of its local producers, who can’t leverage anything like the economies of scale of their global competitors.  So we fund the production of movies; and we create modest protective shelters in television broadcasting for local producers.  But we’re not wholly parochial in this; sometimes we also fund foreign companies to come here and make things like cars if this keeps Australians in work, and when we do this, there’s no end of PR about how gloriously Australian it all is.

And this is why it’s curious that there has been relatively little media coverage of this little fact, taken from the Australian Campus Review:

NetSpot managing director Allan Christie says there are now 17 universities using Moodle in Australia, 19 using Blackboard, two with Desire2Learn and one with Sakai.

There are 39 public universities in Australia.  This means that give or take a bit of juggling to accommodate a few other higher education players, the alternatives to Blackboard and Moodle are exceptionally few. And as Blackboard has just acquired the company predominantly associated with hosting Moodle on behalf of Australia’s universities, then it’s very hard not to see this as a situation in which modestly healthy competition (that does often come down to two dogs snarling over a bone, when the market is as small as this one) has been replaced by a kind of adroitly managed regime of choice in which a foreign company has acquired a dominant stake in shaping the future of Australian higher education: any colour you like, so long as it’s …

These are interesting challenges for Blackboard and NetSpot to negotiate, not least in relation to trust. How will they handle future LMS bake-offs?  Who will decide what it makes sense for each company to offer to the other’s clients by way of enhancements?  How will they communicate their combined or separate philosophies and roadmaps to the Australian market, and what role will our needs play in their decision about what makes business sense to them, particularly if Blackboard’s circumstances change again? Critically, how hard will it now be for a newcomer like Instructure to wedge its way into the Australian scene?  Given that higher education is so risk-averse in terms of enterprise-wide edtech, which institution will now want to break ranks with The Combine?*

Australia’s used to being managed by strategic negotiation: for years we were led by a political coalition of two conservative parties who often agreed not to run against one another in seats where the otherwise third placed candidate could slip past a divided conservative vote. But we’re also used to our own anti-monopoly investigators taking a keen interest in anything that looks like price-fixing or collusion.  Given all this, any foreign company that has acquired a controlling stake in a critical and politically sensitive Australian cultural sector like higher education would surely stay on its best party behaviour for some time; after the initial surprise, I’m not sure we’ll see any loud outbursts for a bit.

So the more interesting question is this one: what should Australia’s universities be doing about all this?  If the very large majority are now dealing with what is effectively one supplier for the campus LMS, even if it has different divisions offering marginally different products, what should be our combined approach to this interesting predicament?

There are a number of bad options, each of which will probably get a run. We could ignore the situation and its implications.  We could consider ourselves superior—after all, we’ve just discovered that it’s “our Moodle”, just like “our Nicole”, and “our Kylie”, and “our Cadel”, and all those other global celebrities who we call our own when it suits us. Or we could bet on special, and each continue to negotiate independently with our new best friends, because we’re Australian, and we do like to compete.

A much more sensible thing would be for one or other of Australia’s national higher education governing bodies to lead a new conversation about our serious, distinctive ed tech experience and our changing needs as we enter a period of considerable sector reform.  We have a deservedly good reputation for innovation and leadership in online learning, that we’ve acquired by knowing who and where we are: we’ve been overcoming the tyranny of distance in educational terms for a really long time, and we’re famously early adopters of everything that bleeps and sings.  We do have some legacy issues in relation to national infrastructure, including the cost of data, and a wide digital divide in relation to rural, remote and indigenous education, but we’re dealing with them.

What we need now is a coherent, national strategy for education for digital citizenship from K-2 right on up to grad school, that’s founded on our experience in this big country, and our educational mission—and, with respect, not just on what makes sense to the business plans of the latest north American investor to take an interest in our natural resources.

* In 1909, American theatrical entrepreneur J. D. Williams arrived in Sydney, prospecting for commercial opportunity.  As historian Jill Julius Mathews describes it, “J. D. Williams’ empire was built in a world of cutthroat competition, of constant manoeuvring to undermine rivals and to advance one’s own position. J. D. understood that the future belonged to the efficient and the consolidated: the whole film business should be in the hands of only a few well-conducted enterprises. … Emerging on top after an intricate play of mergers, takeovers and court cases, in 1913 he engineered an amalgamation with his chief competitors and became the dominant partner in what was called ‘the Combine’”—a content distribution-exhibition company that dominated the Australian cinema market for many years, with very unimpressive consequences for local producers.  Just sayin’.

People we like

Right at this moment I’m failing to feel sympathetic towards colleagues who’ve made university marketing communications their career.

Please understand, if you’re in marketing, that none of this is personal. As an academic, I know what it’s like to have my professional practice be the topic of everyone else’s reformist idealism. And I do appreciate that my own employment depends on the work you do year round to ensure that there are students for me to teach.  In fact, I’m one of the regulars who shows up for recruitment activities because I honestly believe it’s important that we get our heads out of the sand and take seriously the thoughtful work you do.

But I’m currently suffering from some post-Valentine snarkiness about your enthusiasm for brand personality. I’ve been reading through a wide selection of style guides that have been drawn up to tell university professionals who we are and how we should maintain our distinctive (insert list of upbeat adjectives here) tone of voice in all communications with everyone. I’ve seen too many exclamation marks. And too many broken bits of writing. That are not really sentences.  And the sentimental quotes!  That are not attributed.  Please.  Just put it through Turnitin.

Reading all this, and resisting the urge to get out a red pen, I’m a bit puzzled that it hasn’t occurred to someone to measure the percentage of overall communication with customers, particularly student customers, that is under our control.  I’m sorry, but this really is the elephant in your kitchen: academics are also student communications professionals.  This is what teaching is.  We write copy. We speak. We set up websites by the bucket load. We give feedback. We answer the phone.  We send a billion emails. We handle formal correspondence.

This is why we already understand the importance of tone of voice exceptionally well: our communications are evaluated by the punters far more closely and critically than yours, and this matters in much more direct and personal ways than you can imagine—our careers depend on their satisfaction. And if that isn’t enough, we’re also the topic of quite a bit of their feedback on Facebook.

So I do get that universities need some brand recognition. Logos and taglines make sense to me, although I think everyone should be cautioned by the US study that analysed 1000 college taglines and found significant overuse of the same small number of generic terms. That’s the problem, and thankfully it’s your problem: meaningful, authentic brand differentiation in a sector regulated nationally by standards and globally by ranking instruments is really hard to achieve, especially when the core business of any university is to improve its position in schemes designed to measure the same things everywhere.

This is where brand personality seems to bounce in. It’s crossed over to educational marketing from retail and services marketing and it works well in sectors where the basic product is also somewhat undifferentiated, so at one level it seems like a good tool for the job we’re trying to do.  It’s the superficial differences that matter between one lemonade and another, one bank account and another, one phone plan and another—precisely because people buying these things aren’t fully focused on the task.  They know that real product differentiation is fairly limited; what’s at stake are slender distinctions and price point.

Brand personality actively discourages overthinking; it just wants to seduce distracted buyers in a crowded marketplace. It does this by the straightforward process of classifying stuff according to behavioural traits, in a way that’s strangely reminiscent of astrology. I’ve discovered, for example, a study that proves that fizzy drinks are exciting and mineral waters are sincere. They do have the numbers and the graphs. I’m not here to disrespect the science of any of this, as it happens. I just want to ask what it will take for us to apply it to higher education in a way that is authentic, thoughtful and appropriate to what we actually do.

Until then, a memo to marketing on behalf of Australia’s female university workers, from the professoriate to the cleaners. If you think a higher education institution’s specific brand personality really can be helped along by listing the five famous “people we like”, and not only are they all male, but two of the five are in positions that either never have or could never be held by a woman, then we have an internal communication problem that’s in the realm of the most epic fail.

But maybe you could consider thinking outside the box on this one. Here’s a suggestion for someone we could really like: Magda Szubanski.  Brave, funny, famous, popular with young people and their parents, and really prepared to stand up for something.

Related articles

• Magda Szubanski Makes An Important Valentine’s Day Announcement: I’m Gay! (perezhilton.com)

Edtech and the evolutionary arms race

In 1944, in response to a question about whether there could be a “purely American art”, Jackson Pollock said this:

The idea of an isolated American painting, so popular in this country during the thirties, seems absurd to me just as the idea of creating a purely American mathematics or physics would seem absurd …  the basic problems of contemporary painting are independent of any country.

It’s a famous move in the history of exnomination that plays differently, I think, outside America. By exnomination, I mean the straightforward work that language can do to make some features of any situation seem so obvious that they don’t need to be named. It’s a card trick of some subtlety.

The concept has often been used to think about exactly how cultural power makes itself both invisible and taken-for-granted in terms of gender or race.  But it transfers easily to edtech, where the exnominated term is “North American”, and it seems just as absurd to suggest that cultural context influences either the design of educational technology (surely all university systems are the same, aren’t they?) or the kind of content that will come down the pipes. But there you have it: I think it does.

And those of us working outside America run into the cultural paywall that’s erected around US-based edtech all the time.  Six months ago, my niggling reminder of global insignificance was the notification from Ning that the special deal co-sponsored by Pearson to relieve the pain of Ning’s transition to a user-pays business model was only available to educators working in the US.  This week, it came from edtech startup Educreations, whose sign-up process included a pull down menu to register my institutional location … but only as somewhere in the United States.

(I did get a very nice email from them about this, and apparently recognising the existence of the rest of the world is on their short to-do list, for which our heartfelt thanks.  And this puts them ahead of any major vendor still using US-focused promotional videos to sell to college systems outside the US.)

But my broader worry about the way in which we accept the proposition that the “basic problems of [educational technology] are independent of any country”, to misquote Pollock for a moment, has come from a different direction.  I was asked this week, by none other than Adrian Sannier, why I had reservations about “evolutionary arms race” as a metaphor for market-driven technology innovation.

Again, I think this is one that plays very differently in America than it does in smaller economies like Australia’s, for whom any mention of an arms race is a metaphor for gross defense dependency. To sort out my ambivalence about this, I’ve been reading up a bit about something called the Red Queen’s Hypothesis, because the “evolutionary arms race” is in fact a double handled metaphor, where the competitive nature of military development comes to stand in for the ways in which species co-evolve in response to the threats that they pose to one another.

The reason it’s called the Red Queen’s Hypothesis is lovely: it involves the passage in Lewis Carroll’s Through the Looking Glass in which Alice spends a bit of time chasing the Red Queen around trying to make sense of a disturbing landscape of directional quirks, reversals, and paradoxical pathways. After a while, she complains that as much as they both run, neither of them is getting anywhere, at which point the Red Queen says something along these lines: “Now, here, you see, it takes all the running you can do to keep in the same place.”

The adoption of this hypothesis to explain co-evolution suggests that the result isn’t as bad as it seems, and this is precisely what makes the “evolutionary arms race” a benign metaphor to push one further step into the context of competitive edtech innovation.  But if we strip back to the original metaphor for a moment, the “arms race” is actually a reminder that the last time we really thought about equilibrium in arms development, we called it “Mutually Assured Destruction”, which does start to sound a bit less attractive.

So the question is whether what we’re seeing in educational technology is the capacity for mutually beneficial co-evolution, as Sannier argues, or superpower standoff, or a more troubling lurch towards monopoly, in which case it really will matter where the cultural headquarters are located. Michael Feldstein’s discussion of why OpenClass really is a big deal puts it this way:

What does Pearson get out of all this? They potentially get all the data on your students and an iron grip on the point of sale for all curricular content. Everything that worries you about what Facebook and Google know about you and everything that worries you about the control that Apple exerts over the iTunes and App stores should worry you about Pearson’s ambitions. If ClassConnect succeeds in massively disrupting the LMS market, then Pearson potentially controls the center of the chess board for ePortfolios, digital educational content, transcripts—possibly even schools themselves.

The harmonious co-evolutionary potential in this scenario is really hard to discern if you aren’t one of the other giant North American technology and platform innovators (although it’s obviously terrific if you are). Certainly, smaller edtech providers pitching in the same market as OpenClass are likely to find it hard to keep up with Pearson’s business capacity to turn the campus LMS into a loss leader.

But for those of us beyond the North American educational market, who are having to take seriously the promise that thanks to edtech we’ll no longer need our own chemistry professors because Harvard have got one whose superior content they’re prepared to share online, the health of the global education ecosystem is an even more serious concern. Ferdinand von Prondzynski is arguing for vigilance on this question, because the world’s regional universities are more than simply outlets for content generated elsewhere, piped in via systems developed elsewhere. We are contributors to our own local economies and cultural ecosystems because we’re able to generate both research and curriculum that are tailored to where we are.

So while we may be bystanders rather than key players in this particular evolutionary arms race, that doesn’t mean we can afford to be indifferent to the way it turns out, or even sanguine about the values on which it is built.

Anxiety of influence

The discovery that Music for Deckchairs has been described as a top ten “Australian social media influencer” is surprising, to say the least. I know who has influenced me over a long time in the Australian online public sphere, and it’s not me.  I’ve been blogging below the radar for less than a year, and have been on Twitter for precisely five minutes. In fact, I’m only on Twitter at all thanks to the colleagues who have travelled with me to Umeå pointing out that my continuing to avoid social media is undignified for someone actually convening a social media event.

So I hope not to seem ungrateful for the nice things The Guardian has said about MfD under these circumstances, but I do have some questions.

The obvious one is this: why Australian? What are we searching for in sequestering social media users in national clusters?  This is related in practical ways to the dilemma of identity that affects Australian cultural producers in many spheres.  Sometimes I like to ask students what they think an Australian film might be.  Is it a film made by Australians, made about something Australian, starring Australians, funded by the Australian government, or (more controversially) perhaps a film that is meaningful to Australian audiences?  The huge list generated by answering yes to all of these questions would disrupt the definition of “Australian” to a staggering degree, and in entirely good ways.

When we ask these questions about cultural work in Australia, we’re almost always gesturing towards the question of influence: what is it that intersects with the culture of where we are in a way that somehow helps us think about who we are?  How can we wrestle with the dilemma of small domestic population and thus very small domestic market in such a way that Australian influence over this and that is satisfactorily maintained?  This affects Australian higher education, and particularly Australian higher education online, as powerfully as it affects any other cultural industry in Australia trying to keep swimming in the fast running rip of global media culture.

The second question is: why “influencer”?  I can see how this works when “higher education influencer”—ordinarily a person in a position of some institutional consequence—matches up with “social media user”.  The result tends to be an extension of their existing influence into a wider sphere, and we can all see who these social media power users are in higher education, but it’s not necessarily social media that lends them their reach. Nor is it necessarily the case that they are actively influencing anything, so much as that people are following them about to keep an eye on what they say, as their comments are more likely to predict the likely changes in institutional weather, than the idle thoughts and occasional frustrations of the rest of us.

For most of us very ordinary users, the question isn’t one of influence, so much as of conversation. We’re moving through tiny interlinked micro-networks in which we exchange reasonably small ideas, one at a time. We’re whispering in the dark, and occasionally people pass by and can hear us, but often we’re just sorting out our own thoughts by ourselves.

In this haunted space of social media nearness, the people who influence me are the people whose ideas and ways of writing give me a prompt, every day, to rethink something I’ve been taking for granted. They’re often the people who make me feel slightly off the mark about key aspects in higher education.  They’re sometimes people with whom I have active, running disagreements. Some of them are people I know, and some of them are people whose writing has become important to me over time. That’s my idea of influence: people who change me, one way and another.

So I think the sudden elevation of this fairly personal set of thoughts to the sphere of influence is a misrecognition of tall order, for which I can only apologise to all my far better established, experienced and organised colleagues who really are using social media for wide influence in Australian higher education.

But it has at least cleared up one small thing.  The first time MfD was ever mentioned on Twitter, for a post about online learning in the iron triangle of university resourcing that was then retweeted a few times, that particular moment of pass-it-on media whispering accidentally propagated the idea that MfD is written by Shirley Leitch.  Our respective positions in The Guardian‘s playlist has cleared up that we aren’t the same thing.

As for the other element of this sudden outing of MfD, which relates to where I’m actually employed, and to the endless dance of institutional brand management, please imagine me humming Leonard Cohen at this point: “If I, if I have been unkind, I hope that you will just let it go by.”