Lowenthal, P. R., & Wilson, B. G. (2010). Labels do matter! A critique of AECT’s redefinition of the field. TechTrends, 54(1), 38-46. doi: 10.1007/s11528-009-0362-y
AECT has recently (yet again!) redefined our field, reverting back to the use of the term educational technology. We believe this recent change is problematic for a number of reasons, but primarily because of the weak rationale offered for the change. This change affects how external audiences view our profession and is likely to confuse practitioners in corporate and higher education settings in particular. We offer a review of job postings, program titles, and listserv discussions to support our case. The labels we use to define ourselves are critically important – and we hope to see a stronger case made for changes for our foundational definitions in the future.
Keywords: Definitions, Redefinition of Field, Labels, Language and Identity, Branding, Practitioner Perspectives