This article examines the application of discourse analysis in the empirical context of learning technology innovation. It outlines the various theoretical and methodological principles, as well as the technical procedures which have been followed in relation to the operationalization of an evaluation design using discourse analysis. The study itself is concerned with stakeholders' subjective and experiential knowledge structures which underlie a culture of technology innovation. The article examines how technology innovation is discursively constituted through the creation of shared meanings and images among stakeholders.
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