Behind the Screens: Unpacking the Ideologies of Udacity Through Ideographs and Criticism

Critiquing the underlying ideologies embedded within artefacts often presents a formidable challenge, especially when those ideologies appear to be aligned with positive and progressive values. In this chapter, our primary objective is to conduct a comprehensive critique of Udacity by applying a theoretical framework (Gramscian common sense), a methodological approach (ideological criticism), and specific analytical tools (). This critical alignment sheds light on the ideologies underpinning Udacity and serves as a valuable template for students seeking to evaluate similar subjects within their own contexts. This examination unfolds in two distinct parts, with the first part focusing on Udacity’s homepage and the second part delving into the ‘About Us’ page on their website. By scrutinising the content and visual elements presented to visitors, it aims to uncover the implicit messages about education and society that Udacity conveys. By meticulously dissecting each word and phrase on Udacity’s homepage, several highlighted key elements were analysed for further interrogation. The findings reveal a narrative that suggests Udacity is promoting a self-responsible, self-interested, and self-directed model of learning, where the ultimate goal of education appears to be employability.