Television and Primary Schoolchildren in Northern Ireland 1. Television Programme Preferences

This is the first of two articles concerned with schoolchildren and television in Northern Ireland. Research on children and television has concentrated on effects, notably adverse ones. Children's own definitions of and views about the medium have been largely ignored with the result that media education has been encouraged along prevent‐or‐cure lines. By establishing the programme preferences of 7 to 11 year olds in Northern Ireland, the research reported is seen as a step towards providing a sounder basis for media education development.     

BROADCASTING DEVELOPMENT AND RESEARCH IN KENYA

This article is the second in a series concentrating on educational mass media devlopment and research in East Africa. Kenya's use of broadcasting and notably radio, has been primarily in the formal education sector; emphasis is directed toward an analysis of the major projects undertaken since independence. The survey was conducted during 1978, while the author was Visiting Research Professor at the University of Nairobi. The review is mainly derived from published and unpublished reports to mid‐1978. Additional direct sources include numerous interviews with education, radio and television officials, mass media seminars, and field visits to schools and broadcast facilities in Kenya.     

The televised mediated trial: Formal and substantive characteristics

Mediated trials are distinct from trials observed in person. The author argues that trials observed face‐to‐face are distinct from televised mediated trials. Because television “reformats”; the events it covers, the medium affects what viewers ultimately understand the legal process to be. The authors posit that televised trials should be approached as a media event that represents a discrete genre of television programming, the televised mediated trial. Generic features of face‐to‐face trials and televised mediated trials affect what is communicated to an audience. Implications for public knowledge of the legal system are then discussed.     

Where did distance education go wrong?

Distance education (DE) practices around the world use a wide range of audio‐visual technologies to overcome the lack of direct contact between teachers and students. These are not universally adopted by DE teachers, however, nor even encouraged by their institutions. This article discusses the organisational attitudes that can lead to outdated methods being maintained and successful ones abandoned, and it suggests that, just as educational television and programmed learning were supplanted in previous decades, so the World Wide Web could be abandoned as a viable education medium in the foreseeable future and replaced by more widely available media such as the cell phone. The article contrasts the learner‐centred philosophies underlying current DE approaches with the teacher‐centred philosophies of a generation ago. If these two philosophies are not united in a sensible middle ground, the article suggests, history may come to regard today’s DE as a Dark Age less enlightened than when Genghis Khan sent his arrow riders to deliver the mail in person across the Mongolian steppes, and when Lenin dispatched educational media experts to deliver DE materials by hand across the post‐revolutionary Soviet Union. The main losers in this scenario, the article concludes, will be the students of the developing world.     

Media Education in the University: enhancing media literacy through first‐year undergraduate coursework

This article provides a case study of a first‐year university subject designed to assist the development of media literacy. The context is one of ongoing debate about the purpose and role of media courses. In what ways do new communications technologies alter our understanding of media literacy? How can media subjects be most relevant to students following increasingly different educational pathways? The subject in question responded to such questions by seeking to promote independent capacities for research and writing in the changing media communications field. It used flexible learning techniques to encourage students to apply and reflect on writing formats drawn from professional fields such as journalism and screen production. In doing so, it aimed to encourage interest in the broader social conditions affecting media practices and the diverse settings in which these forms can operate. Through the case study, the article draws out some of the problems encountered in resource‐based learning and suggests some strategies for dealing with them in media education.     

教育电视台发展的时代需求与转型策略

新媒体的迅猛发展,深刻改变了传媒格局,教育电视作为国家公共教育资源信息传播平台,必须积极探索教育新媒体,整合各类资源,推动传统教育电视媒体与新兴媒体的融合发展,寻求新的发展突破,走出一条"多媒体融合,全媒体发展"之路。     

Discourse of derision: the role of the mass media within the education policy process

It is asserted that the mass media play a significant part in the education policy process, yet this contribution has received little attention in empirical and theoretical analyses. Convergence between theoretical work on education policy and media studies in linking social institutions with the economy in the perpetuation of social inequalities, while accepting their relative autonomy, provides a starting point for incorporation of the media role in conceptualization of the education policy process. Concepts which may assist the exploration of the media role within education policy are denned, including the anthropological notion of myths. These concepts are employed in analysing a policy issue wherein the British government and the mass media framed the relevant debate as a polarization between progressive and traditional education. The analysis draws on the experience of a primary school which was portrayed in a current affairs television programme as exemplifying progressive educational practices. Topics that would benefit from further study are suggested.     

影视媒介话语下的大学生理想信念教育

影视媒介话语下的大学生理想信念教育是关乎社会主义核心价值观建构成败得失的关键。影视媒介是大众媒介的构成要素之一,藉此对大学生进行理想信念教育势必会产生深刻的影响和良好的效果。因势利导,加强对大学生进行理想信念的教育,这对我国加强社会主义核心价值观以及社会主义意识形态教育的作用尤为明显。     

网络环境下电视教育媒体可持续性发展探究

分析了电视教育媒体与网络媒体各自的优势和缺陷，提出在网络时代电视教育媒体可持续性发展的趋势和策略，并进一步探索了网络时代电视教育媒体可持续性发展的技术支撑．     

Making claims for school media: a study of teachers' beliefs about media in Hong Kong

Despite growing calls for media education in different parts of the world, little consensus has been reached over what to teach and how to teach. The implementation of related initiatives varies across different contexts as well as cultures. The outcomes depend largely on the beliefs, attitudes and efforts of individual teachers. This study aims to identify and discuss teachers' beliefs about media through an analysis of documents related to school media. It examines how 13 secondary schools in Hong Kong justified their applications for funding to set up a school television station. Using methods in documentary research, the study analyses the claims made for school media. The hidden assumptions held by schools towards school media, new media, mass media, media education and media literacy are discussed.     

以微博为代表的自媒体传播特点和优势分析

在人类传播发展史上,出现了三种类型的传播媒体：一是以报纸、广播、电视等传播媒介为基础的传统媒体;二是以互联网、手机媒体等新兴媒介为主兼容多媒体发展技术的新媒体;三是以web2.0应用技术为基础的微博,我们称之为自媒体。文章着重辨析了以微博为代表的自媒体发展和定义,并将自媒体与传统媒体和新媒体进行比较,进而分析得出它的传播特点。     

从影视传媒中教师形象的变迁透视受众心理

影视传媒中的教师形象反映了受众对教育、文化的心理表达。传统影视传媒中塑造了"红烛""园丁"型的教师形象;当代影视传媒中塑造的一批"麻辣教师"新形象深入人心,深受观众欢迎。教师形象的变迁反映了受众心理的变化。将影视传媒作品中传统的教师形象与当代新教师形象进行对比,以此分析和透视受众在不同时代的心理发展变化。具体阐述了受众心理从崇尚单一的正统形象到求新求异的心理,从对模式化教师形象的顺从心理到寻求凸显个性的逆反心理,从求美求崇高的幻象心理到求真求实的心理,从求教化到求娱乐的心理变化。     

竞争与聚合:试论电视和因特网的关系

在传媒发展史上,新的传媒的诞生总是构成对原有传媒的冲击,并导致原有社会信息传播系统格局的变化。电脑网络的崛起也不例外。20世纪90年代以来,发展态势咄咄逼人的因特网,不可避免地成为与传统的大众传媒争夺社会信息市场的挑战者,迫使后者处理自身同这一新兴传播媒介的关系。电视也不例外。在网络时代,电视将在同因特网的竞争与聚合的张力下寻求发展。     

Institutional branding: a content analysis of public service announcements from American universities

American universities receive millions of dollars worth of media exposure every year via Public Service Announcements (PSAs) broadcast during their respective school's athletic competitions. This research explores the message strategies and executional devices used by NCAA FBS (National Collegiate Athletic Association Football Bowl Subdivision) classification schools during the 2010 football season. This study is the most comprehensive content analysis of this subject matter to date. 115 PSAs were examined, representing 111 of the 120 schools which comprise this tier of American higher education institutions. 51 variables were operationalised and are detailed in this article. These variables include messaging specific to institutional communications, as well as common creative approaches used within television advertising. Findings suggest that there is indeed a ‘sea of sameness’ across these communications and that few schools are creating unique messages. This article continues the theoretical work in this field by refining extant models for communication messages employed by higher education institutions.     

解决教育电视台面临困境的策略

本文分析了教育电视台发展的现状,阐明了随着信息传媒业竞争的愈发激烈,各级教育电视台都不同程度地陷入困境,并分析了其陷入困境的原因,最后给出了教育电视台改革发展的几点建议,以促使其尽快摆脱困境。     

影视剧中植入式广告研究

影视剧作为大众传播媒介的一种类型,自从诞生以来对我们现代社会和日常生活的影响是非常巨大的。近些年来,传统媒体的电视广告、报纸广告、广播广告等越来越引起受众的反感和排斥,而影视剧之中的植入式广告凭借它新颖的营销模式和诉求方式,已然成为当代社会影视媒体广告的新的演绎平台,为广告主和媒介双方提供了新的合作机会和选择。     

The forum

In responding to David Kline's view that the role of mass communications was overemphasized to the neglect of formal and nonformal education, focus is on the position that education is a function of a properly constructed communications program for family planning and that the function is a channel for communication between the program personnel and the audience. The attempt is made to examine the conclusions reached by Kline, consider the conclusions in terms of the historical development of information and education activities in family planning, and to conclude with the presentation of a program framework for communication that identifies education as 1 of 2 channels to audiences. Kline is incorrect in maintaining that public information is overemphasized and in his suggestion that education has been neglected, but he is correct in his view that nonclinic education activities have been neglected. In trying to find more and better ways of communicating, attention must focus on the audience for family planning and how the audience learns. Information and education are the 2 channels for communication with the family planning audience. Information -- a 1-way process -- implies the use of the mass media. Education assumes the capacity for response. Both 1-way and 2-way messages assist in learning and decision-making; audiences learn more and make better decisions when many messages from many sources are provided.     

Media Literacy Art Education: Deconstructing Lesbian and Gay Stereotypes in the Media

Popular media such as films, television programmes/commercials and magazines have become the dominant source through which children learn about others and their world, develop attitudes and beliefs as manifested in media expressions, and formulate their sense of identity. Popular media have enormous influence on children who are constantly immersing themselves in value‐laden media images that perpetuate over‐generalised representations of cultural groups, in particular, lesbian and gay stereotypes. By critically examining media images in the art room, media literacy art education offers art teachers and their students an opportunity to nurture their aesthetic sensibilities, social awareness and the media literacy necessary to resist and challenge prejudiced, dehumanised or unjust social practices. This article explores issues of lesbian and gay stereotypes in the media, and proposes using media images as a pedagogical device to help students deconstruct them.     

试析当前媒介生态下的方言电视传播

在信息化高度发展的时代中,媒介是这个时代的主题。当前媒介发展呈多元化趋势,媒介凭借社会与大众思想的多元与开放,展开了一场慢慢渗透的影响。电视节目在此也开始百花齐放,花样百出。方言电视作为其中的一种形式受到研究者的关注。本文也就在此基础上,展开对多元化媒介环境中的方言电视的讨论。从其方言电视的传播者,接受者以及对整个媒介生态的影响等方面来进行学理上的探讨。     

WHAT MAKES TELEVISION THE RIGHT MEDIUM?

The author discusses the problem of defining topics in education and training for which television is particularly suitable and unsuitable. Having discounted certain rationalisations sometimes used by ETV practitioners, he surveys the evidence offered by the writings of a number of authorities on the selection of appropriate media. His conclusions emphasize the value of developing multi‐media material.