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I agree with you Seb that "personalisation" can mean all things to all people. Also that the idea of personalisation meaning computers automatically structuring people's learning pathways can be quite dangerous.

I think there are people who would like to narrow "personalisation" down to this - but there is a really strong momentum for a much broader (and I think very positive) interpretation of "personalisation", around empowering learners, giving them "ownership" of their learning, and meeting their particular needs and preferences.
Examples of this include (I think and hope!) most of Becta's thinking - e.g.
http://www.qca.org.uk/downloads/niel_mclean_ict_enabling_universal_access.pdf
- a futurelab report - http://www.futurelab.org.uk/research/personalisation.htm and
- Tribal's white paper at
http://www.tribaltechnology.co.uk/pdfs/papers/Personalised_Learning_R1104.pdf

I personally (ever the optimist!) feel that the personalisation band-wagon is very much an opportunity to be seized.

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