Chapter 8 :

Information and
Communications
Technology
• Technology has revolutionized the limit to obtaining information, social interaction, and
access to digital content. In this context, learners can utilize technology to create an
engaging and customized environment to meet the emerging educational needs of the 21st
century.

THE TECHNOLOGY-ENHANCED LEARNING ENVIRONMENT

• Conole et al. (2008) investigated how university students’ learning patterns are influenced by
the availability of technology-enhanced learning environment. The technology-propelled
society has opened a lot of opportunities to learn. Conole et al. (2008) said that these require
combining old and new methods, higher-level skills, such as evaluation and synthesis, and are
necessary to make sense of their complex technological enriched learning environment and
proper use of tools in a combination of ways to suit individual needs.
 SEVEN MEDIA TRENDS IN 2014

1. Fueled by new technology, marketers will become even more obsessed with data. We’re living
in a world in which wearable technology – e.g. Google Glass, Nike+ Fuelband, Samsung Galaxy
Gear Smartwatch – has officially taken off, one in which knowing the consumer’s current
location can be just as important as knowing their age and gender. Data is a necessity in
marketing to the on-the-go consumer, and the advent of wearable tech promises lots of it.

2. Programmatic buying will become second nature. It’s inevitable – programmatic buying,
for both digital and TV, will continue to gain significant market share in 2014. According
to a recent study, MAGNA GLOBAL expects global programmatic buying to triple from $12
billion in 2013 to $33 billion by 2017. These increases will be seen most aggressively in
digital channels, specifically display and online video. Agencies are getting smarter about
recognizing good inventory that delivers viewable impressions (not under the fold), and
will soon be able to buy this inventory programmatically.
3. Banner ads aren’t going anywhere. Despite a handful of predictions of the death (or
sharp decline) of banner ads, traditional display ads will remain strong in 2014. Even
though consumers are gobbling up mobile and online video, banner ads are still tracking
strongly. We’ve found that static banner ads many times outperform rich media, providing
CPCs that are still unmatched by video and other media.

4. Media plans will be screen agnostic. Consumers certainly believe that size doesn’t matter
– they are consuming media wherever they can, on their TVs, smartphones, and tablets.
According to MAGNA GLOBAL’s 2014 ad forecast, digital media (which includes mobile
and social media) was the fastest growing category in 2013, increasing 16% to $118 billion
and reaching a 24% global market share.

5. Mobile will finally grow up. “For the past five years, it seems that someone’s been saying
it’s finally the year mobile advertising begins to drive digital investment,” said Amy
Armstrong, EVP, Managing Director at ID Media. “But 2014 may finally be mobile’s year.”
Consumers have embraced mobile to a remarkable extent and marketers have followed,
targeting them with mobile-specific strategies that include couponing, location-based
services, and geo-fencing.
6. Native advertising will explode. Forbes did it. So did Yahoo!, Buzzfeed and Mashable
(to varying degrees of success). Even the New York Times is on board. Publishers are
closing the gap between editorial and advertising by offering native ads that blend
seamlessly with original content. And they’re working. According to a study conducted
by IPG Media Lab, consumers look at native ads 52% more frequently than banner ads. As
a result of their integration with editorial, native ads registered a 9% higher lift in brand
affinity and an 18% higher leap in purchase intent than traditional display ads.

7. Online video will continue to expand. The growth of digital media doesn’t stop at
mobile – online video, too, is poised to inflate in 2014 and beyond. 89 million people in
the United States watch over 1.2 billion online videos each day, and marketers are
capitalizing on it. The channel continued to grow healthily in 2013, according to a
MAGNA report, increasing 37% year-over-year. With the advent of snackable video –
bookmarked by the release of Vine and Instagram’s video offerings – marketers are faced
with a new challenge: attaching ad units to brief, bite-sized videos without annoying
users
 Partitions Between the Workplace and Other Spheres of Life Are Falling
Down
William Rothwell

Technology has both the advantage and disadvantage of knocking down

communication barriers. E-mails are sent internationally with ease; cellular
phones hooked to satellites make everyone reachable, even to the depth of
one hundred feet below the ocean or on the surface of the moon, at all times;
and wireless technology enables people to communicate anywhere and
anytime.

This trend will continue. With the advent of even more advanced technology –
such as broadcast quality video conferencing from the desktop – human
experts will be instantly available on demand. Workplace learning will become
divorced from place alone and will be just as likely to occur in an automobile,
on the sofa at home, or in airplane as behind a desk, on a production line, or
in front of the computer screen.
 The Revolutionary Globalization

Christopher, Garretsen, and Martin (2008) said that one of the contested aspects of
globalization concerns its geographies and especially whether globalization is rendering the
significance of location and place redundant and irrelevant:

Several writers have argued that globalization – especially as driven by the revolution in
information and communications technologies (ICT) – marks the “end of geography “(O’Brien
1992), on the onset of the “death of distance “(Cairncross 1997), the emergence of borderless
world” (Ohmae 1995), of “de-territorialization” or “supra-territorialization” (Scholte 2000), and
the “vanishing of distance” (Reich 2001).

The most provocative – certainly the most colorful – of these claims is Thomas Friedman’s
recent pronouncement that as a consequence of globalization, “the world is flat” (Friedman
2006). He contends that the ICT revolution, the deregulation of markets by states, and
increasing economic integration have contributed to marked time space compression of
economic processes..
 The Virtues of Deglobalization
Walden Bello

The current global downturn, the worst since the Great Depression 70 years ago, pounded
the last nail into the coffin of globalization. Already beleaguered by evidence that showed global
poverty and inequality increasing, even as most poor countries experienced little or no economic
growth, globalization has been terminally discredited in the last two years. As the much-heralded
process of financial and trade interdependence went into reverse, it became the transmission
belt not of prosperity but of economic crisis and collapse.

End of an Era

In their responses to the current economic crisis, governments paid lip service to global
coordination but propelled separate stimulus programs meant to rev up national markets. In so
doing, governments quietly shelved export-oriented growth, long the driver of many economies,
though paid the usual nostrums to advancing trade liberalization as a means of countering the
global downturn by completing the Doha Round of trade negotiations under the World Trade
Organization.
 11 Pillars of the Alternative

There are 11 key prongs of the deglobalization paradigm:

1. Production for the domestic market must again become the center of gravity of the
economy rather than production for export markets.

2. The principle of subsidiarity should be enshrined in economic life by encouraging

production of goods at the level of the community and at the national level if this can be
done at reasonable cost in order to preserve community.

3. Trade policy — that is, quotas and tariffs — should be used to protect the local economy
from destruction by corporate-subsidized commodities with artificially low prices.

4. Industrial policy — including subsidies, tariffs, and trade — should be used to revitalize
and strengthen the manufacturing sector.
5. Long-postponed measures of equitable income redistribution and land redistribution
(including urban land reform) can create a vibrant internal market that would serve as
the anchor of the economy and produce local financial resources for investment.

6. Deemphasizing growth, emphasizing upgrading the quality of life, and maximizing

equity will reduce environmental disequilibrium.

7. The development and diffusion of environmentally congenial technology in both

agriculture and industry should be encouraged.

8. Strategic economic decisions cannot be left to the market or to technocrats. Instead,

the scope of democratic decision-making in the economy should be expanded so that all
vital questions — such as which industries to develop or phase out, what proportion of
the government budget to devote to agriculture, etc. — become subject to democratic
discussion and choice.
9. Civil society must constantly monitor and supervise the private sector and the state, a
process that should be institutionalized.

10. The property complex should be transformed into a “mixed economy” that includes
community cooperatives, private enterprises, and state enterprises, and excludes
transnational corporations.

11. Centralized global institutions like the IMF and the World Bank should be replaced
with regional institutions built not on free trade and capital mobility but on principles of
cooperation that, to use the words of Hugo Chavez in describing the Bolivarian
Alternative for the Americas (ALBA), “transcend the logic of capitalism.”
THANK
YOU!!