Archive for the ‘membership’ Category

Beyond the customer/member divide?

Thursday, August 20th, 2009

It has been interesting to read the articles by David Donald and Stephen Hill (attached to earlier posts on this blog). Both are trying to get at what kinds of concepts and language can help us better visualise the services a university or a college offers. For David and Jane Donald (as in the original e-Revolution book chapter by John Powell) that is centrally about the students who, progress when
“they join a college and graduate, by degrees, to the status of full members of a university community. The way we label them is non-trivial. It shapes our expectations of them and their expectations of themselves, each other and us. It confirms status and shapes identity.”

For  Stephen Hill, the issue of customer, member, learner stretches wider – to all the different engagements with stakeholders, businesses and communities. Again, he is interested in developing new terminology, which can enable us to get a better grasp on this increasing complexity. Both of these contributions reminded me of the – very current – communities of practice literature. Although there are some problems with (and many critiques of) this material, Lave and Wenger capture something of the dynamic kind of model we urgently need. So I have written my last article on this, entitled Beyond the MLE? Visualising the shifting boundaries of education, business and communities.

Education as a community of practice?

Thursday, August 13th, 2009

Just been re-visiting some of the Communities of Practice literature, which is having something of an impact on ideas about teaching and learning in post-compulsory education. Jean Lave and Etienne Wenger (1991 ), and then Wenger (1998) suggest that ‘formal’ learning, isolated within the institution, separates knowledge from the whole set of processes in which it is normally embedded. Instead they analyse work-based activities (as in an apprenticeship) and argue that this way of learning is not – as it is often portrayed -merely a simple process of acquiring specifics through observation and imitation, to be set against, and inferior to formal instructional learning as verbal abstraction and reflection.

Rather it offers a form of learning through doing which is not just observing a task, but participating at the edges of a whole process – both absorbing and being absorbed by – the culture of practice. In this process understanding and practice are developed through simultaneous interaction. Thus learning becomes visualised as more like a journey through time, moving from the ‘legitimate periphery’ of a subject community to becoming a full ‘member’ of it.

This reminded me of the debate we had both within and outside the confines of the e-revolution book;  how should students be ‘conceptualised’? Are they consumers, customers, clients, members or what? At the JISC conference earlier in the year I met David Donald from Glasgow Caledonian, who argued persuasively that students should be thought of as members of the academic community.  He writes here in an article entitled Language Matters that:

“….even in a ‘commercialist’ ‘economistic’ narrative the notion of ‘customer’ is unfortunate.  From this perspective are the students we graduate consumers, producers or products?  If education is investment then students are a ‘producer good’.  The customer (businesses and other organisations) has to be the final evaluator of the nature and quality of the goods.  They are the demand side.  The university or college is the supply side.  It has to assure quality and ensure the relevance of the product for the market.  The customer does not pay the producer directly — but immediate ‘employability’ is the goal. Relevant content and specific and general skills are the desirable characteristics.

 The relationships we seek to induce are longer term and more profound than is captured by the notion of customer.  Students are not passive recipients of services but co-creators in an active learning environment.  The university is the learning environment and students (in a community with others) are constituent members of the institution.”

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