Via a walkthrough analysis, I track how the Learn More tutorials reproduce the professionalism discourse by navigating users toward specific production practices and outputs. This discourse emphasizes technical, ‘job-ready’ skill building to the exclusion of critically-minded production activities aimed at analyzing texts or challenging hegemonic representations through alternate production. This move to have the tool teach itself not only has the potential to sideline in-person instructors, but, under the guise of ‘neutral’ technology, naturalizes the professionalization discourse in video production pedagogy.
As a supplement to its popular video editing program Premiere Pro, Adobe now automatically directs new users to its series Learn More tutorials.
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