Abstract
Critiquing an artefact is often a complex endeavour, especially when the subject appears positive and progressive. In this chapter, Coursera, the largest MOOC platform, will be interrogated and unveil the ideologies hidden within. Applying the Gramscian common sense theory, the ideological criticism methodology, and ideographs provides a framework for readers to conduct their own critical analysis. The chapter commences by examining Coursera's front page from 2014, where it proudly proclaimed, “<Take> the <world's best courses>, online, <for free>.” A comparison will be made with their current claim, “Learn <without Limits>.” By delving into what these phrases might ideologically suggest, readers are invited to explore the complexities concealed within seemingly positive narratives. The ultimate goal is to equip individuals with the skills and knowledge needed to navigate contemporary discourse and critically evaluate the messages that shape their perspectives.
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Notes
- 1.
For Marx, “commodification” is when “the ‘use-value’ of the objects produced by human labour is replaced by their ‘exchange-value’, expressed generally in money terms” (Brooker, 1999, p. 37).
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Dianati, S. (2024). Unmasking Ideologies: A Critical Examination of Coursera from Theory to Practice. In: The Commercialisation of Massive Open Online Courses. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-58184-7_5
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