The Shifting Paradigm of Creativity versus Functionality of Digital Instructional Tools


Thomas Khun, 1962 explains the term "paradigm" as the set of concepts and practices defined by a scientific community at a historical moment to mark an era of a scientific turning point in human development. This description applies to the current development of the internet itself as it moved from Web 1.0, 2.0 to 3.0 offering an insight into how the digital transformation went beyond functionality to unique creativity that touches every aspect of human existence. The main difference between Web 1.0, a "syntactic" creation of read-only material, to the "semantic" Web 3.0 lies in the drastic and complete user immersion experiences that allow unique diversity. Digital media and social media are not only the channels allowing for such interaction but are also the driving force dictating the rules that govern data analytics, business and product realization, entertainment and multimedia, and indeed education. This study integrates the criteria of audience immersion, recently considered among the actual metrics of product evaluation, in the design of digital instructional tools to fit the changing paradigm of human expression. The article presents a model of using digital tools (including social media) to realize five levels of user engagement which are, physical, mental, social, emotional and spiritual: all of which an essential component of the design of media campaigns/events. The model displays the creative capabilities of digital design that go through the cycle of planning, designing, executing and most importantly publishing.


Digital Media, Semantic Web 3.0, Student Diversity, Digital Instructional Tools


Learner Diversity and Identities


Virtual Lightning Talk


  • Orchida Fayez Ismail
    • Prince Sultan University, United States United States
    • In a digitally transforming world, higher education is bound to embrace an interdisciplinary perspective to teaching, learning and research. My research ventures emphasize the emerging field of Digital Humanities, exploring the intricate workings of vernacular expression both in Arabic and in English through the lens of digital media that is conditioned by a semantic web.