OER Knowledge CloudBook Chapter20162016/02Urrutia, Manuel LeónWhite, SteveWhite, SuZvacek, SusanRestivo, Maria TeresaUhomoibhi, JamesHelfert, MarkusUhomoibhi, JamesHelfert, MarkusZvacek, SusanRestivo, Maria Teresauniversity stakeholdersMOOCsHE magazinescontent analysisComputer Supported Education: 7th International Conference, CSEDU 2015, Lisbon, Portugal, May 23-25, 2015, Revised Selected PapersComputer Supported Education: 7th International Conference, CSEDU 2015, Lisbon, Portugal, May 23-25, 2015, Revised Selected Papers583395–405978-3-319-29585-5Higher Education magazines have echoed the rapid spread of MOOCs in Higher Education Institutions (HEIs) since 2012. In their pages, MOOC related articles are proliferating. The focus of such articles has often been the disruptive nature as well as the survival of this new form of open online education, especially the first years. However, there is also a great deal of mentions of how internal stakeholders in HEIs perceive the advent of MOOCs. These perceptions are the object of analysis in this article. Using the Content Analysis (CA) method, MOOC related sources in three Higher Education magazines during 2014 have been analysed against a set of key themes. These themes have been established by combining data from two previous studies: a Content Analysis of MOOC related academic literature, and a set of interviews to internal stakeholders using grounded theory. As the findings indicate, in 2014 the main concerns of internal stakeholders have been the new teaching practices and new work dynamics resulting from the incorporation of MOOCs in their working routines. It is argued that educational media no longer focuses on the debate of the future of MOOCs. Rather, the debate is on how MOOCs should be best implemented from a practitioner’s perspective.yes10.1007/978-3-319-29585-5_23Cham