Abstract
Our argument concerning the debate around the process of ‘conceptual change’ is that it is both an evolutionary learning process and a revolutionary paradigm change. To gain a deeper understanding of the process, the article focuses on the discourse of educational facilitators participating in a community of learners. Applying the methodology of ‘Semiotic Evolution,’ the micro‐process of learning within the group was traced. Analysis of the interaction between individual learning and group learning within the discourse enabled us to postulate a hypothetical three‐stage model of the process. The model indicates that conceptual change is an experiential change rather than a cognitive one, an intentional change of identity, a change of the person's relationship with the world.
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