The success of technology enhanced learning (TEL) depends on the careful design of digital media and related communication/col-laboration features. Particulary when designing learning environments for professionals and scientists in non-technical disciplines it is crucial that the system is capable of reflecting the nature of learning discourses in these domains. For that purpose, it is necessary to fully understand the occuring digital media operations and knowledge sharing aspects involved in the learning process. TEL environments therefore need to reflect the nature of the underlying community processes and their discourses. This paper describes a media theroretical approach to TEL, which is capable of synthesizing media operations and knowledge sharing aspects involved in TEL. On top of this theoretical framing we introduce our Virtual Campfire system as a platform for TEL in non-technical disciplines. As a proof of concept, the system is being presented in two different non-technical disciplines: Cultural heritage management and entrepreneurial training.