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Currently the education industry has seen a large quantity of ideas, practices and products promoted as useful innovations in the form of, for instance, software applications, open source courseware, and web 2.0 technologies. In this paper I examine how seven education innovations are promoted in the media through a content analysis of magazines/professional journals, newspapers and blogs using six qualities generated from the research use literature (compatibility, accessibility, practicality, evidence, credibility, appeal). Across the document types, mentions of appeal and credibility appeared more frequently than the other qualities, however the frequency of the quality also depended on the innovation type. Examples of the qualities used as well as frequencies of use for each innovation and by document type are presented.