ELT slogans
Philip Kerr,
Adaptive Learning in ELT,
Jan 20, 2022
There is, to be sure, a danger of 'feelgoodism' in education, as Black Harvard warns. A lot of it comes from, and is directed toward, school teachers and the consultants who prey upon them. But there's no less of the same in education technology, as this article demonstrates. Philip Kerr offers us an array of mind-numbing examples of "buzzword-heavy word salads [that] are rinsed, re-used, and repeated ad nauseum" (per Mike Griffin). Ah, but lest you think Kerr is opposed to slogans and buzzword, he offers advice on how to use them for personal academic branding. Create or adopt the slogan, link it to your work, make sure it's used in conference titles, recycle it endlessly, and frame it with words like 'radical' or 'unprecedented'.
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