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ClassDojo, Growth Mindset, and Edvertisement(!)

From the very beginning, I have had my doubts about ClassDojo’s approach and their understanding of teaching, learning and schools. The ClassDojo app is basically a tool for labeling and tracking student behavior with cute, game-like characters. Let’s say: extrinsic motivation at its best (or worst). ClassDojo is for free and has received over $10m in venture funding. Of course, they had their privacy issues before.

Today I have learned about their new so called “Big Ideas” series: K-12 “teaching material” about the “growth mindset”. Let’s try to ignore the dilemma how ClassDojo’s approach (extrinsic motivation) goes together with a growth mindset (growth mindset people are motivated by intrinsic motives and are hardly ever by extrinsic ones).

“Big Ideas” is nothing more than a pure advertising campaign addressed to parents (take-home questions) and teachers (discussion guide). The whole thing is disguised as teaching material (PDF downloads and a five episode video series starring the class dojo characters).

Did they just invent the category of EDVERTISEMENT?

 

classdojo big ideas series growth mindset critique
Screenshot of ClassDojo’s “Big Ideas series”.

Published in Blog Edtech Education