Login or register for free to remove ads.
You are here:

Online Learning as Information Delivery: Digital Myopia Article

, University of Wollongong, Australia ; , University of Georgia, United States ; , Edith Cowan University, Australia

Journal of Interactive Learning Research Volume 16, Number 4, ISSN 1093-023X Publisher: Association for the Advancement of Computing in Education (AACE), Waynesville, NC


Invited as a paper from ED-MEDIA 2004

In business and commerce, the concept of marketing myopia has been a useful tool to predict, analyze and explain the rise and fall of businesses. In this article, we question whether the concept can also be used to predict the ultimate downfall of online learning in higher education, if universities continue to confuse their key mission – education – with the much more product-oriented aim of information delivery. The proliferation of information-based online courses is examined within the context of the limitations imposed by widely used course management systems, institutional impediments and other factors that encourage teachers to adopt information delivery in preference for more innovative, authentic pedagogies. Data and findings are reported from teachers and instructional designers who have been successful in offering complex and sustained tasks online.


Herrington, J., Reeves, T.C. & Oliver, R. (2005). Online Learning as Information Delivery: Digital Myopia. Journal of Interactive Learning Research, 16(4), 353-367. Norfolk, VA: Association for the Advancement of Computing in Education (AACE). Retrieved October 23, 2017 from .



  1. Carr-Chellman, A., & Duchastel, P. (2000). The ideal online course. British Journal of Educational Technology, 31(3), 229-241.
  2. Carrick, D. (2003). Internet piracy: The case of the clean-cut computer science students who cost the record labels $60 million. Retrieved November 25, 2003, from http://www.abc.net.au/rn/talks/8.30/lawrpt/stories/s995566.htm
  3. Chickering, A., & Ehrmann, S.C. (1996). Implementing the seven principles: Technology as lever. AAHE Bulletin (October), 3-6. Retrieved March 3, 2004, from http://www.tltgroup.org/programs/seven.html
  4. Chickering, A. W., & Gamson, Z. F. (1987). Seven principles for good practice in undergraduate education. AAHE Bulletin, 39(7), 3-7.
  5. Cuban, L. (2001). Oversold and underused: Computers in the classroom. Cambridge, MA: Harvard. Dunlap, J. C., & Grabinger, R. C. (1996). Rich environments for active learning in the higher education classroom. In B. G. Wilson (Ed.), Constructivist learning environments: Case studies
  6. Herrington, J., Oliver, R., & Reeves, T. C. (2003). Patterns of engagement in authentic learning environments. Australian Journal of Educational Technology. 19(1), 59-71.
  7. Jonassen, D. (1994). Towards a constructivist design model. Educational Technology, 34(4), 34-37. Kelly, A. E. (2003). Research as design. Educational Researcher, 32(1), pp. 3-4.
  8. Knowles, M. (1984). The adult learner: A neglected species. Houston: Gulf Publishing.
  9. Levine, A. (2003). Higher education: A revolution externally, evolution internally. In M.S. Pittinsky (Ed.), The wired tower: Perspectives on the impact of the Internet on higher education (pp. 13-39). Upper Saddle River, NJ: Prentice Hall.
  10. Levitt, T. (1960). Marketing myopia. Harvard Business Review, 38(July-August), 24-47.
  11. Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd. Ed.). Thousand Oaks, CA: Sage.
  12. Miller, T. W. (2000). Marketing research and the information industry. Retrieved November 26, 2003, from http://www.bus.wisc.edu/nielsencenter/research/docs/twmcasro_revised.pdf
  13. Mioduser, D., Nachmias, R., Oren, A., & Lahav, O. (1999). Web-based learning environments: Current states and emerging trends. In B. Collis & R. Oliver (Eds.), Ed-Media 1999: World Conference on Educational Multimedia, Hypermedia and Telecommunications (pp. 753-758). Seattle, WA: Association for the Advancement of Computers in Education.
  14. Olson, D. R., & Bruner, J. S. (1974). Learning through experience and learning through media. In D. R. Olson (Ed.) , Media and symbols: The forms of expression, communication, and education. Chicago, IL: National Society for the Study of Education.
  15. Ramsden, P. (1992). Learning and teaching in higher education. London: Routledge. Reeves, T. C., & Okey, J. R.
  16. Taylor, C. (2003). Invention of the year: The 99c solution. Retrieved November 26, 2003, from http://www.time.com/time/2003/inventions/invmusic.html
  17. Wenden, A. (1991). Learner strategies for learner autonomy. Eastwood Cliffs, NJ: Prentice Hall. Wilson, B. G. (Ed.). (1996). Constructivist learning environments: Case studies in instructional design. Englewood Cliffs, NJ: Educational Technology Publications.

These references have been extracted automatically and may have some errors. If you see a mistake in the references above, please contact info@learntechlib.org.