Content vs. Context: From the Aura of Substance to the Pseudo-Aura of the Teacher

By Andrej Blatnik.

Published by The Learner Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

“The times they are a changin”—in the middle ages authorship was no big thing, but coming to the source of information was. You needed to travel to get to the monastery libraries, and some books were inaccessible to almost anybody. Now almost everything is accesible in an instant, legally or illegally (via download methods) and the aura of the work as something which is not easy to reach has shifted to the pseudo-aura of the author or, indeed, the teacher, especially in cases where the demand exceeds the supply—where the teacher cannot accept everybody eager to learn. That’s why we pay a lot of money for the VIP zone at a concert, travel to India to see our guru, get our books signed at readings or need to read everything that our favourite theoretician wrote, in addition to attending his or her lectures personally whenever an occasion rises. Does content still matter or is it the context, the brand name of the teacher, that really counts?

Keywords: Aura, Authorship, Content, Teaching, Branding

The International Journal of Learning, Volume 18, Issue 5, pp.1-6. Article: Print (Spiral Bound). Article: Electronic (PDF File; 716.902KB).

Andrej Blatnik

Assistant Professor, Department for Library and Information Science and Book Studies, Faculty of Arts and Sciences, University of Ljubljana, Ljubljana, Slovenia

Andrej Blatnik (1963) holds a PhD in communication studies. He teaches creative writing and book studies at the Faculty of Arts in Ljubljana, Slovenia. He has published 12 books in Slovenia, including three books of theory, and 21 abroad, in English, German, Spanish, French, Czech, Slovakian, Hungarian, Macedonian, Turkish, and Croatian. Blatnik’s latest novel is Spremeni me (Change me, 2008) and latest collection of short stories Saj razumeš? (You Do Understand?, 2009), published in English by Dalkey Archive Press in 2010. He won some major Slovenian literary awards.


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