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This paper aims to explore and unravel the contents portrayed in online news discourses on massive open online courses (MOOCs). Considering sociological dimensions and journalistic strategies, this study examines how online news media reflects, shapes and informs narratives about the social acceptance and use of the MOOC model of learning.

Using the Gioia methodology as the overarching framework, this study adopted a two-staged qualitative content analysis of 1,162 online news items from the websites of the top seven online English newspapers of India, published between May 2012 and September 2023. In subsequent semi-structured interviews with subject matter experts, broad themes were identified. In addition, this study integrated Van Dijk’s ideological square model with media content theories to comprehensively analyze the intricate complexities in media depictions of MOOCs.

While manifest content analysis revealed the emergence of 25 categories, latent content analysis unveiled six broad themes: “announcements, user stages, characteristics, benefits, changing facets, and educational inequalities,” which are associated with the MOOC model. Application of Van Dijk’s model evidenced the usage of a positive self-representation strategy by Indian online news media until mid-2020. The application of media content theories underscored the predominant usage of reframing as a journalistic strategy to maintain reader interest in MOOC-related content in online news items, emphasizing the dynamic nature of media portrayals of social phenomena such as MOOCs.

The depth of MOOC-related coverage and the increasing number of news articles discussing MOOCs in Indian online media signify a growing acceptance of this educational innovation in society. Insights from emergent themes can aid administrators and platforms to effectively design and deliver future courses. In addition, understanding these themes can guide the development of media strategies to address contextual issues such as educational inequalities arising from MOOCs. This study also focuses on the necessity of upholding journalistic ethics in content dissemination.

This study provides a comprehensive synthesis of various themes and journalistic strategies adopted by online news media over the last decade in MOOC-based narratives in India. Given the distinctive Indian context, wherein MOOCs are growing rapidly amid widening digital inequalities, this research addresses calls within information systems literature to explore this phenomenon. It pioneers the integration of communication and mass media theories to analyze the complex sociological dynamics in news discourses on MOOCs, offering a novel perspective on the intersection of media representation and educational innovation.

The purpose of this study is to explore a gendered perspective on how learners' intrinsic psychological motivators: valence, technology-innovativeness, self-development and self-efficacy as well as extrinsic social and institutional motivators, such as social norms and management commitment, collectively influence learners' behavioral intention to adopt asynchronous EdTech tools such as MOOCs.

A theoretical model was developed by integrating insights from social cognitive theory (SCT) and the technology acceptance model (TAM). Data were collected from 622 Indian college students across different academic levels who had enrolled in at least one MOOC. Data analysis was performed using covariance-based structural equation modeling (CB-SEM). The bootstrapping method using IBM AMOS 23.0 software was adopted further for moderation analysis.

The study found that while intrinsic drivers were positively associated with behavioral intention, extrinsic drivers had a limited influence. The results of the moderation analysis showed that gender significantly influenced the relationship between self-development and perceived usefulness as well as the relationship between valence and perceived usefulness. Our study’s findings represent a significant contribution to theoretical advancements, indicating a notable shift in students' learning emphasis from social interactions to self-directed approaches. These results align closely with the principles of connectivism within the heutagogy theory framework, underscoring learners' responsibility in shaping their learning journey.

Our study findings hold significant practical implications for future applications. Based on our study’s findings on the positive impact of self-development and self-efficacy, it is crucial to offer structured and interactive learning options for guided experiences. Integrating digital skills training into MOOC curricula can enhance engagement across diverse learner levels, given the significant predictive power of technology innovativeness. Furthermore, emphasizing the benefits of MOOC certifications, such as career advancement or academic recognition, can increase their appeal and perceived value, considering the significance of “valence” as an influential factor.

Asynchronous EdTech tools, notably MOOCs, have emerged as potent catalysts for social change, providing unparalleled accessibility, flexibility and avenues for lifelong learning. Our study pioneers an investigation into the impact of valence and technology innovativeness on learners' perceptions, significantly influencing their willingness to adopt MOOCs positively. By exploring nuanced sociological dynamics across diverse societies, our research underscores the necessity of customizing EdTech solutions to encompass diverse gender perspectives.