This presentation will focus on the rise of learning as a norm. Certainly, this will seem a rather self-evident title to most. Of course, we are expected to learn and we all know that failing to do so, might result in dramatically less attractive career perspectives or imply other sanctions. As such, learning demonstrates all the basic traits that sociological literature usually attributes to norms: its has a binary character (learning vs not learning), it prescribes a preference for one side of the distinction (learning) and expresses this preference by the possibility of sanctions for the other, the negative side (not learning). Learning is a norm: it's simple sociological a-b-c -or so it seems.