Week 1 ePortfolio tasks
Vintage computer ad—the Coleco ADAM PC
Coleco's ADAM advertisement uses a potent combination of aspirational imagery and humour to target parents. By depicting a young student dressed in full academic regalia, the advertisement implies that owning the computer guarantees academic success, positioning it as an essential tool for learning. This playful hyperbole taps into parental desires and anxieties about their children’s future, though it oversimplifies the complex factors that contribute to academic achievement.
Lim et al. (2013) argue that educators today must avoid perpetuating such outdated views of technology, emphasising the need for institutions and teachers to thoughtfully integrate technology in ways that align with learning objectives and content. Selwyn (2011) similarly critiques this narrow understanding of technology, urging a shift in focus from just the physical device to a deeper consideration of its social implications.
Contemporary computer ad—the Dell Chromebook
Dell’s contemporary Chromebook advertisement employs a considerable amount of technical jargon and statistics, such as the claim of “75% more frames per second while rendering”. The bright colour palette and young individuals featured suggest this advertisement is geared towards school-age audiences, contrasting with the previous Coleco advertisement and reflecting this demographic’s growing familiarity with digital technologies.
This familiarity, likely developed in informal, unstructured settings, aligns with Selwyn’s (2011) argument that such environments are vital components of learning. However, the cheerful expressions of the children featured contrast sharply with contemporary research, which shows that excessive technology use can negatively impact students’ academic performance and social connections (Sampasa-Kayinga et al., 2022).
References
Lim, C. P., Zhao, Y., Tondeur, J., Chai, C. S., & Tsai, C. C. (2013). Bridging the gap: Technology trends and use of technology in schools. Journal of Educational Technology and Society, 16(2), 59–68. https://www.jstor.org/stable/jeductechsoci.16.2.59
Sampasa-Kanyinga, H., Hamilton, H. A., Goldfield, G. S., & Chaput, J.-P. (2022). Problem technology use, academic performance, and school connectedness among adolescents. International Journal of Environmental Research and Public Health, 19(4), 1–14. https://doi.org/10.3390/ijerph19042337
Selwyn, N. (2011). Education and technology: Key issues and debates (2nd ed.). Bloomsbury Publishing Plc.