Posts Tagged ‘Cambridge University Press’

by Philip Kerr & Andrew Wickham

from IATEFL 2016 Birmingham Conference Selections (ed. Tania Pattison) Faversham, Kent: IATEFL pp. 75 – 78

ELT publishing, international language testing and private language schools are all industries: products are produced, bought and sold for profit. English language teaching (ELT) is not. It is an umbrella term that is used to describe a range of activities, some of which are industries, and some of which (such as English teaching in high schools around the world) might better be described as public services. ELT, like education more generally, is, nevertheless, often referred to as an ‘industry’.

Education in a neoliberal world

The framing of ELT as an industry is both a reflection of how we understand the term and a force that shapes our understanding. Associated with the idea of ‘industry’ is a constellation of other ideas and words (such as efficacy, productivity, privatization, marketization, consumerization, digitalization and globalization) which become a part of ELT once it is framed as an industry. Repeated often enough, ‘ELT as an industry’ can become a metaphor that we think and live by. Those activities that fall under the ELT umbrella, but which are not industries, become associated with the desirability of industrial practices through such discourse.

The shift from education, seen as a public service, to educational managerialism (where education is seen in industrial terms with a focus on efficiency, free market competition, privatization and a view of students as customers) can be traced to the 1980s and 1990s (Gewirtz, 2001). In 1999, under pressure from developed economies, the General Agreement on Trade in Services (GATS) transformed education into a commodity that could be traded like any other in the marketplace (Robertson, 2006). The global industrialisation and privatization of education continues to be promoted by transnational organisations (such as the World Bank and the OECD), well-funded free-market think-tanks (such as the Cato Institute), philanthro-capitalist foundations (such as the Gates Foundation) and educational businesses (such as Pearson) (Ball, 2012).

Efficacy and learning outcomes

Managerialist approaches to education require educational products and services to be measured and compared. In ELT, the most visible manifestation of this requirement is the current ubiquity of learning outcomes. Contemporary coursebooks are full of ‘can-do’ statements, although these are not necessarily of any value to anyone. Examples from one unit of one best-selling course include ‘Now I can understand advice people give about hotels’ and ‘Now I can read an article about unique hotels’ (McCarthy et al. 2014: 74). However, in a world where accountability is paramount, they are deemed indispensable. The problem from a pedagogical perspective is that teaching input does not necessarily equate with learning uptake. Indeed, there is no reason why it should.

Drawing on the Common European Framework of Reference for Languages (CEFR) for inspiration, new performance scales have emerged in recent years. These include the Cambridge English Scale and the Pearson Global Scale of English. Moving away from the broad six categories of the CEFR, such scales permit finer-grained measurement and we now see individual vocabulary and grammar items tagged to levels. Whilst such initiatives undoubtedly support measurements of efficacy, the problem from a pedagogical perspective is that they assume that language learning is linear and incremental, as opposed to complex and jagged.

Given the importance accorded to the measurement of language learning (or what might pass for language learning), it is unsurprising that attention is shifting towards the measurement of what is probably the most important factor impacting on learning: the teaching. Teacher competency scales have been developed by Cambridge Assessment, the British Council and EAQUALS (Evaluation and Accreditation of Quality Language Services), among others.

The backwash effects of the deployment of such scales are yet to be fully experienced, but the likely increase in the perception of both language learning and teacher learning as the synthesis of granularised ‘bits of knowledge’ is cause for concern.

Digital technology

Digital technology may offer advantages to both English language teachers and learners, but its rapid growth in language learning is the result, primarily but not exclusively, of the way it has been promoted by those who stand to gain financially. In education, generally, and in English language teaching, more specifically, advocacy of the privatization of education is always accompanied by advocacy of digitalization. The global market for digital English language learning products was reported to be $2.8 billion in 2015 and is predicted to reach $3.8 billion by 2020 (Ambient Insight, 2016).

In tandem with the increased interest in measuring learning outcomes, there is fierce competition in the market for high-stakes examinations, and these are increasingly digitally delivered and marked. In the face of this competition and in a climate of digital disruption, companies like Pearson and Cambridge English are developing business models of vertical integration where they can provide and sell everything from placement testing, to courseware (either print or delivered through an LMS), teaching, assessment and teacher training. Huge investments are being made in pursuit of such models. Pearson, for example, recently bought GlobalEnglish, Wall Street English, and set up a partnership with Busuu, thus covering all aspects of language learning from resources provision and publishing to off- and online training delivery.

As regards assessment, the most recent adult coursebook from Cambridge University Press (in collaboration with Cambridge English Language Assessment), ‘Empower’ (Doff, et. Al, 2015) sells itself on a combination of course material with integrated, validated assessment.

Besides its potential for scalability (and therefore greater profit margins), the appeal (to some) of platform-delivered English language instruction is that it facilitates assessment that is much finer-grained and actionable in real time. Digitization and testing go hand in hand.

Few English language teachers have been unaffected by the move towards digital. In the state sectors, large-scale digitization initiatives (such as the distribution of laptops for educational purposes, the installation of interactive whiteboards, the move towards blended models of instruction or the move away from printed coursebooks) are becoming commonplace. In the private sectors, online (or partially online) language schools are taking market share from the traditional bricks-and-mortar institutions.

These changes have entailed modifications to the skill-sets that teachers need to have. Two announcements at this conference reflect this shift. First of all, Cambridge English launched their ‘Digital Framework for Teachers’, a matrix of six broad competency areas organised into four levels of proficiency. Secondly, Aqueduto, the Association for Quality Education and Training Online, was launched, setting itself up as an accreditation body for online or blended teacher training courses.

Teachers’ pay and conditions

In the United States, and likely soon in the UK, the move towards privatization is accompanied by an overt attack on teachers’ unions, rights, pay and conditions (Selwyn, 2014). As English language teaching in both public and private sectors is commodified and marketized it is no surprise to find that the drive to bring down costs has a negative impact on teachers worldwide. Gwynt (2015), for example, catalogues cuts in funding, large-scale redundancies, a narrowing of the curriculum, intensified workloads (including the need to comply with ‘quality control measures’), the deskilling of teachers, dilapidated buildings, minimal resources and low morale in an ESOL department in one British further education college. In France, a large-scale study by Wickham, Cagnol, Wright and Oldmeadow (Linguaid, 2015; Wright, 2016) found that EFL teachers in the very competitive private sector typically had multiple employers, limited or no job security, limited sick pay and holiday pay, very little training and low hourly rates that were deteriorating. One of the principle drivers of the pressure on salaries is the rise of online training delivery through Skype and other online platforms, using offshore teachers in low-cost countries such as the Philippines. This type of training represents 15% in value and up to 25% in volume of all language training in the French corporate sector and is developing fast in emerging countries. These examples are illustrative of a broad global trend.


Given the current climate, teachers will benefit from closer networking with fellow professionals in order, not least, to be aware of the rapidly changing landscape. It is likely that they will need to develop and extend their skill sets (especially their online skills and visibility and their specialised knowledge), to differentiate themselves from competitors and to be able to demonstrate that they are in tune with current demands. More generally, it is important to recognise that current trends have yet to run their full course. Conditions for teachers are likely to deteriorate further before they improve. More than ever before, teachers who want to have any kind of influence on the way that marketization and industrialization are shaping their working lives will need to do so collectively.


Ambient Insight. 2016. The 2015-2020 Worldwide Digital English Language Learning Market.

Ball, S. J. 2012. Global Education Inc. Abingdon, Oxon.: Routledge

Doff, A., Thaine, C., Puchta, H., Stranks, J. and P. Lewis-Jones 2015. Empower. Cambridge: Cambridge University Press

Gewirtz, S. 2001. The Managerial School: Post-welfarism and Social Justice in Education. Abingdon, Oxon.: Routledge

Gwynt, W. 2015. ‘The effects of policy changes on ESOL’. Language Issues 26 / 2: 58 – 60

McCarthy, M., McCarten, J. and H. Sandiford 2014. Touchstone 2 Student’s Book Second Edition. Cambridge: Cambridge University Press

Linguaid, 2015. Le Marché de la Formation Langues à l’Heure de la Mondialisation. Guildford: Linguaid

Robertson, S. L. 2006. ‘Globalisation, GATS and trading in education services.’ published by the Centre for Globalisation, Education and Societies, University of Bristol, Bristol BS8 1JA, UK at

Selwyn, N. 2014. Distrusting Educational Technology. New York: Routledge

Wright, R. 2016. ‘My teacher is rich … or not!’ English Teaching Professional 103: 54 – 56



About two and a half years ago when I started writing this blog, there was a lot of hype around adaptive learning and the big data which might drive it. Two and a half years are a long time in technology. A look at Google Trends suggests that interest in adaptive learning has been pretty static for the last couple of years. It’s interesting to note that 3 of the 7 lettered points on this graph are Knewton-related media events (including the most recent, A, which is Knewton’s latest deal with Hachette) and 2 of them concern McGraw-Hill. It would be interesting to know whether these companies follow both parts of Simon Cowell’s dictum of ‘Create the hype, but don’t ever believe it’.


A look at the Hype Cycle (see here for Wikipedia’s entry on the topic and for criticism of the hype of Hype Cycles) of the IT research and advisory firm, Gartner, indicates that both big data and adaptive learning have now slid into the ‘trough of disillusionment’, which means that the market has started to mature, becoming more realistic about how useful the technologies can be for organizations.

A few years ago, the Gates Foundation, one of the leading cheerleaders and financial promoters of adaptive learning, launched its Adaptive Learning Market Acceleration Program (ALMAP) to ‘advance evidence-based understanding of how adaptive learning technologies could improve opportunities for low-income adults to learn and to complete postsecondary credentials’. It’s striking that the program’s aims referred to how such technologies could lead to learning gains, not whether they would. Now, though, with the publication of a report commissioned by the Gates Foundation to analyze the data coming out of the ALMAP Program, things are looking less rosy. The report is inconclusive. There is no firm evidence that adaptive learning systems are leading to better course grades or course completion. ‘The ultimate goal – better student outcomes at lower cost – remains elusive’, the report concludes. Rahim Rajan, a senior program office for Gates, is clear: ‘There is no magical silver bullet here.’

The same conclusion is being reached elsewhere. A report for the National Education Policy Center (in Boulder, Colorado) concludes: Personalized Instruction, in all its many forms, does not seem to be the transformational technology that is needed, however. After more than 30 years, Personalized Instruction is still producing incremental change. The outcomes of large-scale studies and meta-analyses, to the extent they tell us anything useful at all, show mixed results ranging from modest impacts to no impact. Additionally, one must remember that the modest impacts we see in these meta-analyses are coming from blended instruction, which raises the cost of education rather than reducing it (Enyedy, 2014: 15 -see reference at the foot of this post). In the same vein, a recent academic study by Meg Coffin Murray and Jorge Pérez (2015, ‘Informing and Performing: A Study Comparing Adaptive Learning to Traditional Learning’) found that ‘adaptive learning systems have negligible impact on learning outcomes’.

future-ready-learning-reimagining-the-role-of-technology-in-education-1-638In the latest educational technology plan from the U.S. Department of Education (‘Future Ready Learning: Reimagining the Role of Technology in Education’, 2016) the only mentions of the word ‘adaptive’ are in the context of testing. And the latest OECD report on ‘Students, Computers and Learning: Making the Connection’ (2015), finds, more generally, that information and communication technologies, when they are used in the classroom, have, at best, a mixed impact on student performance.

There is, however, too much money at stake for the earlier hype to disappear completely. Sponsored cheerleading for adaptive systems continues to find its way into blogs and national magazines and newspapers. EdSurge, for example, recently published a report called ‘Decoding Adaptive’ (2016), sponsored by Pearson, that continues to wave the flag. Enthusiastic anecdotes take the place of evidence, but, for all that, it’s a useful read.

In the world of ELT, there are plenty of sales people who want new products which they can call ‘adaptive’ (and gamified, too, please). But it’s striking that three years after I started following the hype, such products are rather thin on the ground. Pearson was the first of the big names in ELT to do a deal with Knewton, and invested heavily in the company. Their relationship remains close. But, to the best of my knowledge, the only truly adaptive ELT product that Pearson offers is the PTE test.

Macmillan signed a contract with Knewton in May 2013 ‘to provide personalized grammar and vocabulary lessons, exam reviews, and supplementary materials for each student’. In December of that year, they talked up their new ‘big tree online learning platform’: ‘Look out for the Big Tree logo over the coming year for more information as to how we are using our partnership with Knewton to move forward in the Language Learning division and create content that is tailored to students’ needs and reactive to their progress.’ I’ve been looking out, but it’s all gone rather quiet on the adaptive / platform front.

In September 2013, it was the turn of Cambridge to sign a deal with Knewton ‘to create personalized learning experiences in its industry-leading ELT digital products for students worldwide’. This year saw the launch of a major new CUP series, ‘Empower’. It has an online workbook with personalized extra practice, but there’s nothing (yet) that anyone would call adaptive. More recently, Cambridge has launched the online version of the 2nd edition of Touchstone. Nothing adaptive there, either.

Earlier this year, Cambridge published The Cambridge Guide to Blended Learning for Language Teaching, edited by Mike McCarthy. It contains a chapter by M.O.Z. San Pedro and R. Baker on ‘Adaptive Learning’. It’s an enthusiastic account of the potential of adaptive learning, but it doesn’t contain a single reference to language learning or ELT!

So, what’s going on? Skepticism is becoming the order of the day. The early hype of people like Knewton’s Jose Ferreira is now understood for what it was. Companies like Macmillan got their fingers badly burnt when they barked up the wrong tree with their ‘Big Tree’ platform.

Noel Enyedy captures a more contemporary understanding when he writes: Personalized Instruction is based on the metaphor of personal desktop computers—the technology of the 80s and 90s. Today’s technology is not just personal but mobile, social, and networked. The flexibility and social nature of how technology infuses other aspects of our lives is not captured by the model of Personalized Instruction, which focuses on the isolated individual’s personal path to a fixed end-point. To truly harness the power of modern technology, we need a new vision for educational technology (Enyedy, 2014: 16).

Adaptive solutions aren’t going away, but there is now a much better understanding of what sorts of problems might have adaptive solutions. Testing is certainly one. As the educational technology plan from the U.S. Department of Education (‘Future Ready Learning: Re-imagining the Role of Technology in Education’, 2016) puts it: Computer adaptive testing, which uses algorithms to adjust the difficulty of questions throughout an assessment on the basis of a student’s responses, has facilitated the ability of assessments to estimate accurately what students know and can do across the curriculum in a shorter testing session than would otherwise be necessary. In ELT, Pearson and EF have adaptive tests that have been well researched and designed.

Vocabulary apps which deploy adaptive technology continue to become more sophisticated, although empirical research is lacking. Automated writing tutors with adaptive corrective feedback are also developing fast, and I’ll be writing a post about these soon. Similarly, as speech recognition software improves, we can expect to see better and better automated adaptive pronunciation tutors. But going beyond such applications, there are bigger questions to ask, and answers to these will impact on whatever direction adaptive technologies take. Large platforms (LMSs), with or without adaptive software, are already beginning to look rather dated. Will they be replaced by integrated apps, or are apps themselves going to be replaced by bots (currently riding high in the Hype Cycle)? In language learning and teaching, the future of bots is likely to be shaped by developments in natural language processing (another topic about which I’ll be blogging soon). Nobody really has a clue where the next two and a half years will take us (if anywhere), but it’s becoming increasingly likely that adaptive learning will be only one very small part of it.


Enyedy, N. 2014. Personalized Instruction: New Interest, Old Rhetoric, Limited Results, and the Need for a New Direction for Computer-Mediated Learning. Boulder, CO: National Education Policy Center. Retrieved 17.07.16 from

It’s a good time to be in Turkey if you have digital ELT products to sell. Not so good if you happen to be an English language learner. This post takes a look at both sides of the Turkish lira.

OUP, probably the most significant of the big ELT publishers in Turkey, recorded ‘an outstanding performance’ in the country in the last financial year, making it their 5th largest ELT market. OUP’s annual report for 2013 – 2014 describes the particularly strong demand for digital products and services, a demand which is now influencing OUP’s global strategy for digital resources. When asked about the future of ELT, Peter Marshall , Managing Director of OUP’s ELT Division, suggested that Turkey was a country that could point us in the direction of an answer to the question. Marshall and OUP will be hoping that OUP’s recently launched Digital Learning Platform (DLP) ‘for the global distribution of adult and secondary ELT materials’ will be an important part of that future, in Turkey and elsewhere. I can’t think of any good reason for doubting their belief.

tbl-ipad1OUP aren’t the only ones eagerly checking the pound-lira exchange rates. For the last year, CUP also reported ‘significant sales successes’ in Turkey in their annual report . For CUP, too, it was a year in which digital development has been ‘a top priority’. CUP’s Turkish success story has been primarily driven by a deal with Anadolu University (more about this below) to provide ‘a print and online solution to train 1.7 million students’ using their Touchstone course. This was the biggest single sale in CUP’s history and has inspired publishers, both within CUP and outside, to attempt to emulate the deal. The new blended products will, of course, be adaptive.

Just how big is the Turkish digital ELT pie? According to a 2014 report from Ambient Insight , revenues from digital ELT products reached $32.0 million in 2013. They are forecast to more than double to $72.6 million in 2018. This is a growth rate of 17.8%, a rate which is practically unbeatable in any large economy, and Turkey is the 17th largest economy in the world, according to World Bank statistics .

So, what makes Turkey special?

  • Turkey has a large and young population that is growing by about 1.4% each year, which is equivalent to approximately 1 million people. According to the Turkish Ministry of Education, there are currently about 5.5 million students enrolled in upper-secondary schools. Significant growth in numbers is certain.
  • Turkey is currently in the middle of a government-sponsored $990 million project to increase the level of English proficiency in schools. The government’s target is to position the country as one of the top ten global economies by 2023, the centenary of the Turkish Republic, and it believes that this position will be more reachable if it has a population with the requisite foreign language (i.e. English) skills. As part of this project, the government has begun to introduce English in the 1st grade (previously it was in the 4th grade).
  • The level of English in Turkey is famously low and has been described as a ‘national weakness’. In October/November 2011, the Turkish research institute SETA and the Turkish Ministry for Youth and Sports conducted a large survey across Turkey of 10,174 young citizens, aged 15 to 29. The result was sobering: 59 per cent of the young people said they “did not know any foreign language.” A recent British Council report (2013) found the competence level in English of most (90+%) students across Turkey was evidenced as rudimentary – even after 1000+ hours (estimated at end of Grade 12) of English classes. This is, of course, good news for vendors of English language learning / teaching materials.
  • Turkey has launched one of the world’s largest educational technology projects: the FATIH Project (The Movement to Enhance Opportunities and Improve Technology). One of its objectives is to provide tablets for every student between grades 5 and 12. At the same time, according to the Ambient report , the intention is to ‘replace all print-based textbooks with digital content (both eTextbooks and online courses).’
  • Purchasing power in Turkey is concentrated in a relatively small number of hands, with the government as the most important player. Institutions are often very large. Anadolu University, for example, is the second largest university in the world, with over 2 million students, most of whom are studying in virtual classrooms. There are two important consequences of this. Firstly, it makes scalable, big-data-driven LMS-delivered courses with adaptive software a more attractive proposition to purchasers. Secondly, it facilitates the B2B sales model that is now preferred by vendors (including the big ELT publishers).
  • Turkey also has a ‘burgeoning private education sector’, according to Peter Marshall, and a thriving English language school industry. According to Ambient ‘commercial English language learning in Turkey is a $400 million industry with over 600 private schools across the country’. Many of these are grouped into large chains (see the bullet point above).
  • Turkey is also ‘in the vanguard of the adoption of educational technology in ELT’, according to Peter Marshall. With 36 million internet users, the 5th largest internet population in Europe, and the 3rd highest online engagement in Europe, measured by time spent online, (reported by Sina Afra ), the country’s enthusiasm for educational technology is not surprising. Ambient reports that ‘the growth rate for mobile English educational apps is 27.3%’. This enthusiasm is reflected in Turkey’s thriving ELT conference scene. The most popular conference themes and conference presentations are concerned with edtech. A keynote speech by Esat Uğurlu at the ISTEK schools 3rd international ELT conference at Yeditepe in April 2013 gives a flavour of the current interests. The talk was entitled ‘E-Learning: There is nothing to be afraid of and plenty to discover’.

All of the above makes Turkey a good place to be if you’re selling digital ELT products, even though the competition is pretty fierce. If your product isn’t adaptive, personalized and gamified, you may as well not bother.

What impact will all this have on Turkey’s English language learners? A report co-produced by TEPAV (the Economic Policy Research Foundation of Turkey) and the British Council in November 2013 suggests some of the answers, at least in the school population. The report  is entitled ‘Turkey National Needs Assessment of State School English Language Teaching’ and its Executive Summary is brutally frank in its analysis of the low achievements in English language learning in the country. It states:

The teaching of English as a subject and not a language of communication was observed in all schools visited. This grammar-based approach was identified as the first of five main factors that, in the opinion of this report, lead to the failure of Turkish students to speak/ understand English on graduation from High School, despite having received an estimated 1000+ hours of classroom instruction.

In all classes observed, students fail to learn how to communicate and function independently in English. Instead, the present teacher-centric, classroom practice focuses on students learning how to answer teachers’ questions (where there is only one, textbook-type ‘right’ answer), how to complete written exercises in a textbook, and how to pass a grammar-based test. Thus grammar-based exams/grammar tests (with right/wrong answers) drive the teaching and learning process from Grade 4 onwards. This type of classroom practice dominates all English lessons and is presented as the second causal factor with respect to the failure of Turkish students to speak/understand English.

The problem, in other words, is the curriculum and the teaching. In its recommendations, the report makes this crystal clear. Priority needs to be given to developing a revised curriculum and ‘a comprehensive and sustainable system of in-service teacher training for English teachers’. Curriculum renewal and programmes of teacher training / development are the necessary prerequisites for the successful implementation of a programme of educational digitalization. Unfortunately, research has shown again and again that these take a long time and outcomes are difficult to predict in advance.

By going for digitalization first, Turkey is taking a huge risk. What LMSs, adaptive software and most apps do best is the teaching of language knowledge (grammar and vocabulary), not the provision of opportunities for communicative practice (for which there is currently no shortage of opportunity … it is just that these opportunities are not being taken). There is a real danger, therefore, that the technology will push learning priorities in precisely the opposite direction to that which is needed. Without significant investments in curriculum reform and teacher training, how likely is it that the transmission-oriented culture of English language teaching and learning will change?

Even if the money for curriculum reform and teacher training were found, it is also highly unlikely that effective country-wide approaches to blended learning for English would develop before the current generation of tablets and their accompanying content become obsolete.

Sadly, the probability is, once more, that educational technology will be a problem-changer, even a problem-magnifier, rather than a problem-solver. I’d love to be wrong.

The drive towards adaptive learning is being fuelled less by individual learners or teachers than it is by commercial interests, large educational institutions and even larger agencies, including national governments. How one feels about adaptive learning is likely to be shaped by one’s beliefs about how education should be managed.

Huge amounts of money are at stake. Education is ‘a global marketplace that is estimated conservatively to be worth in excess of $5 trillion per annum’ (Selwyn, Distrusting Educational Technology 2013, p.2). With an eye on this pot, in one year, 2012, ‘venture capital funds, private equity investors and transnational corporations like Pearson poured over $1.1 billion into education technology companies’[1] Knewton, just one of a number of adaptive learning companies, managed to raise $54 million before it signed multi-million dollar contracts with ELT publishers like Macmillan and Cambridge University Press. In ELT, some publishing companies are preferring to sit back and wait to see what happens. Most, however, have their sights firmly set on the earnings potential and are fully aware that late-starters may never be able to catch up with the pace-setters.

The nexus of vested interests that is driving the move towards adaptive learning is both tight and complicated. Fuller accounts of this can be found in Stephen Ball’s ‘Education Inc.’ (2012) and Joel Spring’s ‘Education Networks’ (2012) but for this post I hope that a few examples will suffice.

Leading the way is the Bill and Melinda Gates Foundation, the world’s largest private foundation with endowments of almost $40 billion. One of its activities is the ‘Adaptive Learning Market Acceleration Program’ which seeks to promote adaptive learning and claims that the adaptive learning loop can defeat the iron triangle of costs, quality and access (referred to in The Selling Points of Adaptive Learning, above). It is worth noting that this foundation has also funded Teach Plus, an organisation that has been lobbying US ‘state legislatures to eliminate protection of senior teachers during layoffs’ (Spring, 2012, p.51). It also supports the Foundation for Excellence in Education, ‘a major advocacy group for expanding online instruction by changing state laws’ (ibid., p.51). The chairman of this foundation is Jeb Bush, brother of ex-president Bush, who took the message of his foundation’s ‘Digital Learning Now!’ program on the road in 2011. The message, reports Spring (ibid. p.63) was simple: ‘the economic crises provided an opportunity to reduce school budgets by replacing teachers with online courses.’ The Foundation for Excellence in Education is also supported by the Walton Foundation (the Walmart family) and iQity, a company whose website makes clear its reasons for supporting Jeb Bush’s lobbying. ‘The iQity e-Learning Platform is the most complete solution available for the electronic search and delivery of curriculum, courses, and other learning objects. Delivering over one million courses each year, the iQity Platform is a proven success for students, teachers, school administrators, and district offices; as well as state, regional, and national education officials across the country.[2]

Another supporter of the Foundation for Excellence in Education is the Pearson Foundation, the philanthropic arm of Pearson. The Pearson Foundation, in its turn, is supported by the Gates Foundation. In 2011, the Pearson Foundation received funding from the Gates Foundation to create 24 online courses, four of which would be distributed free and the others sold by Pearson the publishers (Spring, 2012, p.66).

The campaign to promote online adaptive learning is massively funded and extremely well-articulated. It receives support from transnational agencies such as the World Bank, WTO and OECD, and its arguments are firmly rooted in the discourse ‘of international management consultancies and education businesses’ (Ball, 2012, p.11-12). It is in this context that observers like Neil Selwyn connect the growing use of digital technologies in education to the corporatisation and globalisation of education and neo-liberal ideology.

Adaptive learning also holds rich promise for those who can profit from the huge amount of data it will generate. Jose Fereira, CEO of Knewton, acknowledges that adaptive learning has ‘the capacity to produce a tremendous amount of data, more than maybe any other industry’[3]. He continues ‘Big data is going to impact education in a big way. It is inevitable. It has already begun. If you’re part of an education organization, you need to have a vision for how you will take advantage of big data. Wait too long and you’ll wake up to find that your competitors (and the instructors that use them) have left you behind with new capabilities and insights that seem almost magical.’ Rather paradoxically, he then concludes that ‘we must all commit to the principle that the data ultimately belong to the students and the schools’. It is not easy to understand how such data can be both the property of individuals and, at the same time, be used by educational organizations to gain competitive advantage.

The existence and exploitation of this data may also raise concerns about privacy. In the same way that many people do not fully understand the extent or purpose of ‘dataveillance’ by cookies when they are browsing the internet, students cannot be expected to fully grasp the extent or potential commercial use of the data that they generate when engaged in adaptive learning programs.

Selwyn (Distrusting Educational Technology 2013, p.59-60) highlights a further problem connected with the arrival of big data. ‘Dataveillance’, he writes, also ‘functions to decrease the influence of ‘human’ experience and judgement, with it no longer seeming to matter what a teacher may personally know about a student in the face of his or her ‘dashboard’ profile and aggregated tally of positive and negative ‘events’. As such, there would seem to be little room for ‘professional’ expertise or interpersonal emotion when faced with such data. In these terms, institutional technologies could be said to be both dehumanizing and deprofessionalizing the relationships between people in an education context – be they students, teachers, administrators or managers.’

Adaptive learning in online and blended programs may well offer a number of advantages, but these will need to be weighed against the replacement or deskilling of teachers, and the growing control of big business over educational processes and content. Does adaptive learning increase the risk of transforming language teaching into a digital diploma mill (Noble, Digital Diploma Mills: The automation of higher education 2002)?


Evgeney Morozov’s 2013 best-seller, ‘To Save Everything, Click Here’, takes issue with our current preoccupation with finding technological solutions to complex and contentious problems. If adaptive learning is being presented as a solution, what is the problem that it is the solution of? In Morosov’s analysis, it is not an educational problem. ‘Digital technologies might be a perfect solution to some problems,’ he writes, ‘but those problems don’t include education – not if by education we mean the development of the skills to think critically about any given issue’ (Morosov, 2013, p.8). Only if we conceive of education as the transmission of bits of information (and in the case of language education as the transmission of bits of linguistic information), could adaptive learning be seen as some sort of solution to an educational problem. The push towards adaptive learning in ELT can be seen, in Morosov’s terms, as reaching ‘for the answer before the questions have been fully asked’ (ibid., p.6).

The world of education has been particularly susceptible to the dreams of a ‘technical fix’. Its history, writes Neil Selwyn, ‘has been characterised by attempts to use the ‘power’ of technology in order to solve problems that are non-technological in nature. […] This faith in the technical fix is pervasive and relentless – especially in the minds of the key interests and opinion formers of this digital age. As the co-founder of the influential Wired magazine reasoned more recently, ‘tools and technology drive us. Even if a problem has been caused by technology, the answer will always be more technology’ (Selwyn, Education in a Digital World 2013, p.36).

Morosov cautions against solutionism in all fields of human activity, pointing out that, by the time a problem is ‘solved’, it becomes something else entirely. Anyone involved in language teaching would be well-advised to identify and prioritise the problems that matter to them before jumping to the conclusion that adaptive learning is the ‘solution’. Like other technologies, it might, just possibly, ‘reproduce, perpetuate, strengthen and deepen existing patterns of social relations and structures – albeit in different forms and guises. In this respect, then, it is perhaps best to approach educational technology as a ‘problem changer’ rather than a ‘problem solver’ (Selwyn, Education in a Digital World 2013, p.21).

[1] Philip McRae Rebirth of the Teaching Machine through the Seduction of Data Analytics: This time it’s personal April 14, 2013 (last accessed 13 January 2014)

[2] (last accessed 13 January, 2014)