“…We, however, are concerned with the silences and elisions and how feminist thought has been erased in the personalization literature. The discourse of personalization is ubiquitous and highly mobile, from computer systems, mobile technologies, and marketing strategies (Angelides, Mylonas, & Wallace, 2007), to new scripts for the public sector (Leadbetter, 2006(Leadbetter, , 2008, and new pedagogies in both compulsory (Department for Education and Skills, 2006;Leadbetter, 2006) and higher education (Clegg, 2004;Frame & Burnett, 2008;Kumar, 2008). The term has migrated from contexts where it has relatively clear, if fluid, meanings and effects (Angelides et al, 2007) to ones where it performs a nebulous rhetorical function.…”