Professor or youtuber? The COVID-19 pandemic, changes in social practice, and the adoption of technologies for distance education

Abstract This article discusses the results of a study aiming to understand how the migration from in-person to distance learning due to social distancing practices to contain the COVID-19 pandemic occurred (or has been occurring). The theoretical framework was based on practice theory, and data were obtained through interviews with 12 professors of different Brazilian higher education institutions. The data were analyzed following the principles of French discourse analysis. One of the conclusions is that mastering a certain technology is not enough for an individual to use it in professional activities. The professors interviewed indicated the need to change a few subjective elements, more specifically, modify understandings and the chains of value and projects inherent in the practice of classroom teaching. The research findings contribute to researchers involved in the field of consumption interested in finding out what happens when a group of consumers adopts a new technology during a rupture or uncertain moment. In addition, the results shed light on why some consumers discover the advantages of certain products and technologies without adopting them in daily activities.