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"I've a Feeling We're Not in Kansas Anymore": The Commercialization and Commodification of Teaching and Learning in Higher Education

Moorhead State University

This article examines and analyzes the private sector's commercialization and commodification of teaching and learning in higher education. An important issue related to this fast-growing relationship is the blind acceptance of the marketplace model as it relates to technology use, teaching, and learning in higher education. This relationship is suspect from the outset because the goals and purposes important to the private sector do not blend with those important to educational communities. Moreover, there appears to be little concern about implications and consequences associated with the marketing and selling of teaching and learning. An argument is made that by commercializing and commodifying teaching and learning, training becomes confused with education and teaching, and learning becomes decontextualized, simplistic, and mechanistic; void of human interactions; focused on competition and securing profit margins; and the means to prepare for a future emphasizing individualism and the lifestyle goals of control, efficiency, and predictability. Higher education professionals are urged to think carefully about teaching and learning becoming just another commodity that is conveniently packaged for student customers in academic settings turned virtual marketplaces.

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