The Indiana University eText Experience: Recipe for Success
The Indiana University eText Experience: Recipe for Success
7 Rolling Out an eText Program: Communication and Education
John Gosney, Director of Faculty Engagement and Outreach, Learning Technologies, UITS, Indiana University
Anastasia Morrone, IU Associate Vice President for Learning Technologies; Dean of Information Technology, IUPUI; Professor of Educational Psychology, IUPUI School of Education
Challenging the Archetype of the Traditional Printed Textbook
Communicating about new initiatives can be challenging, regardless of the topic or the size of the institution. If the audience is familiar with the topic being communicated (or otherwise believes they are familiar with the topic), the challenge in having them not only read but also understand the information in your communications can be, ironically, more difficult. In the case of eTexts (i.e., communicating a new eText program), the irony of this challenge is thrown into sharp relief: the concept of the traditional textbook is deeply ingrained in the faculty script of teaching and learning, so messaging about an eText initiative could easily be misconstrued as simply sharing another way to purchase otherwise traditional course materials.
The key to rolling out an eText program is to socialize, socialize, socialize. It is essential that communication announcing a new eText initiative be viewed as part of a larger socialization process, where it’s clearly understood by the project team (more on this below) that the very concept of an eText—not just the technology—represents a cultural change.
Encouraging Change Through an Inclusive Socialization Process
How, then, is the perceived cultural change of eTexts best addressed? Communication through now pervasive electronic channels (e.g., email, listservs, social media) is important. However, these channels are again only one aspect of the larger socialization process that must serve as the underlying framework of an inclusive eText implementation strategy. A strong leadership team, with a focus on communication and education, is essential.
Socialization Through Empowered and Authoritative Faculty Leadership
The term eText will initially suggest, to many faculty and students, that it is just a technology issue. Moreover, if much of the early communication is sent by individuals/groups who are not in faculty roles—for example IT administrators, support staff, or publishing reps external to the university—the tendency for many faculty and students will be to view those communications as at best a novelty, or at worst something to be ignored. Therefore, initial communications about eTexts should be delivered by leaders who are empowered via their academic/university leadership positions (such as provosts, deans, other administrative appointments), or are widely recognized as authorities of successful change management based on their understanding of technology, teaching and learning, and history of project leadership either within and external to th