“…There is the claim of semantic misunderstanding: programmed learning is not to be equated with a Skinnerian text, but is a general approach which can be applied to many learning situations (Leytham, 1972); educational technology is not a tinkering with gadgets, but nothing less than "the development, application and evaluation of systems, techniques and aids to improve the process of human learning" (National Council for Educational Technology, 1973). But, for better or worse, Skinnerian texts and educational films are as much a part of the popular image as are behavioural objectives and formative evaluation!…”