Mass Personalization Strategy in Modern Education

Abstract

The article analyzes mass personalization as a model for arrangement educational activities, the innovativeness of which is due to the modern technological capabilities of creating or adapting an educational product in accordance with the individual needs of the student. The author shows the dependence of the social demand for mass personalization in education via a number of mega-trends in economic and social development. The concept of mass personalization in the economic aspect is examined; the possibility of extrapolating the idea of mass personalization to the field of modern education is substantiated. The author considers the strategy of mass personalization as one of the ways to develop a more open architecture of education and increase the social effectiveness of educational practices. The first part of the article analyzes the potential of mass personalization for the development of education itself and for solving a wide range of social development problems. It is noted that the increasing variety of technological solutions allows one to design non-linear educational schemes, develop educational ecosystems, and shape the educational landscape to meet the heterogeneous social order for education. The urgency of the tasks of the development of “digital pedagogy” for the formation of motivation and subjectivity of individuals as the main condition of the effectiveness of mass personalization and for minimizing errors in determining the goals of learning is emphasized. The possibility of shifting the emphasis in the axiology of education from an instrumental interpretation of educational results to emphasizing the importance of education as a process of formation of personality in its integrity is considered. The article then moves on to examine the possible risks of implementing a mass personalization strategy. Risks of the development of educational inequality, a departure from the principles of egalitarianism in the organization of education are considered, the risks of violations of privacy and confidentiality of students associated with the use of big data are analyzed, the possibilities of manipulating the consciousness of students, managing their attention as potential threats are noted. The conclusion is made about the possible prospects for the development of mass personalization strategy.