Suppose educational technology were an art form. The art objects produced are called texts, implying a semiotic perspective. These texts come in the forms of print, visuals, films, videotapes, computer software programs, and hypertext applications. The role of the educational technologist is the same as the role of any film critic, art critic, or television critic: to inform a target audience as to the introduction of a new text, to provide a critical commentary, to disclose to its audience how the text does what it does, and whether in the view of its critics, it is successful in doing what it does.