“电视广告”教学中蒙太奇理论的解读

电视广告教学中一个主要目的就是培养学生掌握电视媒体的优势特色,学会用蒙太奇理论去创意和表现广告主题,最大限度地发挥电视的视觉冲击效果,但由于诸多原因导致学生没有蒙太奇理论的基础知识和思维习惯,因此在教学中采用多看、多评、多做的方法,向学生传授蒙太奇理论,并训练和培养其运用蒙太奇技巧和能力,同时也要时刻提醒学生把握电视广告的特点,注意目的与技巧的区分,从而使电视广告的创意和表现达到一个完美的结合。     

论电视广告对儿童道德教育的负面影响

电视广告是为了宣传商品或服务、宣传企业形象和树立消费观念,为了得到消费者的认可,它可以借助多种媒介潜移默化地影响着儿童的思想认识和价值判断。电视广告是一把双刃剑,正面的广告激励人、负面的广告误导人,既可以宣扬真善美,也可以带来假丑恶,其对儿童道德教育的负面影响是多方面的:会对儿童的成长产生深远的不良影响,需要引起社会相关群体的注意。     

The contribution of schooling to learning gains of pupils in Years 1 to 6

By means of a regression-discontinuity approach with multiple cut-off points, the effects of age and schooling on learning gains in English primary schools are estimated. The analyses relate to over 3,500 pupils in 20, predominantly independently funded, schools and focus on 4 different learning outcomes. In order to take into account delayed and accelerated school careers, an intention-to-treat analysis was applied. The findings reveal substantial effects of schooling, which in line with previous studies in English primary education account for about 40% of the total learning gains. The year-to-year gains show a declining trend as the school career progresses. The analyses produce evidence for both decreasing effects of schooling on achievement and a weakening age?achievement relationship in the higher years of primary education.     

Gender organization of schooling and television viewing among early adolescents: a test of two alternative hypotheses

In this analysis, single‐sex and mixed schools are compared in terms of pupils' television viewing habits, the latter factor being considered as an indicator of a pupil's sense of educational responsibilities. It was hypothesized that the presumably lower levels of television watching among girls attending single‐sex schools could be explained by school climate factors pertaining to adolescent subculture values and/or to the pedagogic approaches of a predominantly female staff. Use was made of data from 68 academic‐type secondary schools in Flanders (Belgium). Of these schools, 25 were mixed and 43 were single‐sex (21 girls', and 22 boys' schools). Respondents were third‐year pupils: 3370 girls and 3057 boys, aged 14 and 15 years. A multilevel analysis (HLM) was performed controlling for parental socio‐economic status, curriculum enrolment, school residency and school mean SES. The results mainly indicate that the differential effect of single‐sex and coeducational schools on girls' TV watching habits may be partially accounted for by factors associated with pedagogic approaches by the predominantly female staff in girls' schools, but not at all by norms related to the adolescent subculture.     

Languages discourses in Australian middle-class schools: parent and student perspectives

Much of the literature on social class and language study in schools argues that for middle-class parents and their children, languages are chosen for their capacity to offer forms of distinction that provide an edge in the global labour market. In this paper, we draw on data collected from interviews with parents and children in middle-class schools in Australia to demonstrate how a complex amalgam of elite, cultural identity and/or trade language discourses came into play to explain the choice (or not) to study a language and the choice of specific languages. For many of the parents languages provided a limited form of ‘civic multiculturalism’, as a means of better understanding and respecting the ‘other’. We argue that the value attributed to high status languages via this discourse, means their continued presence in schools hoping to attract middle-class parents, but their relative absence in schools with largely working-class populations, where more ‘practical’ concerns dominate.     

Governing student assessment: administrative rules,silenced academics and performing students

In this paper, the author reports on an analysis of an Australian university’s assessment procedure. The procedure – a major governance document of the university – is deconstructed by way of a Foucauldian discourse analysis in order to consider how students and academics are governed. There were three major findings. The dominant discourse operating in relation to student assessment was that of administration; a finding consistent with previous work in this area and at other universities. The main subject position in this discourse of administration is one of silence for the academic and of a performer for the student, one who is rewarded with the award of a degree if the performance is satisfactory. The passion to learn and to teach is nowhere to be found in this administrative discourse, one not unique to the said university, indeed one that flourishes in Western universities today.     

Toward a modern concept of schooling: A case study on Hegel

Georg Wilhelm Friedrich Hegel developed the concept of institutionalized education, which reflected public schooling and its legitimacy in the context of rapid transformation of European feudal societies to modern societies. The concept of school reflects the Hegelian theory of Bildung and the concept of modern society. What makes Hegel’s philosophy interesting is his conviction that the processes of Bildung can take place only in the context of social institutions and in the highly organized forms of human interaction regulated by those institutions. Hence the development of an individual, according to Hegel, depends exclusively on institutionalized forms of interaction. In modern society, pedagogical institutions have a specific function: on the one hand, schooling is essentially an institutional form of initiating the process of Bildung in which an individual acquires culture and applies it to life—a life which consequently becomes consciously led by an individual self; on the other, schooling is essentially a way for modern society to ensure its self-preservation by preparing the individual to respond to the demands of civic society so that she or he can take part in the economic production and reproduction of modern society.     

Competency discourses: an analysis of secondary and tertiary assessments

Analysis of a sample of assessment tasks used in New Zealand first-year clinical and final-year secondary school Biology and Chemistry National Certificate of Educational Achievement summative assessments was conducted to assess whether similarities and differences existed in secondary and tertiary competency discourses. Findings suggested significant differences in language-in-use, especially in the psychomotor and affective domains of learning, reflecting different themes and ideologies. The suggested implication was a lack of preparedness for tertiary clinical learning that focuses on performance-based assessment of the affective and psychomotor domains.     

The mythology of schooling: the historiography of American and European education in comparative perspective

This essay explores the historiography of American and European education, considering how educational historians communicate powerful messages about the purposes and promises of schooling through their writing. I divide the historiography of American education into four interpretive traditions: traditionalism, radical revisionism, progressive revisionism, and plural revisionism. Each phase of the historiography, I argue, has supported particular myths about the relationship between public schooling and society. European historians have shared many of the interpretive assumptions contained within traditionalist, radical revisionist, and progressive revisionist scholarship, conveying similar myths to their US counterparts. Contemporary histories of European education, however, are distinct from recent histories of the US. In comparing the divergent trajectories of these two historiographies, I conclude by suggesting the strengths and weaknesses of contemporary scholarship in both fields, an assessment derived from a review of the underlying myths conveyed by each history. Recent US scholarship remains committed to narrative and draws attention to the educational experiences of marginalised groups. Scholarship on European education, in contrast, has explicitly embraced theoretical interpretive frameworks while also giving less attention to schooling on the margins. At the same time, many European histories of education have maintained a critical view of schooling, while some recent scholarship within the US has de-emphasised this connection, echoing older interpretive traditions and tacitly reinforcing faith in the ameliorative potential of public education.     

The Construction of Pop Culture in Advertising Discourse: Taking Coca-Cola Advertising as an Example

This paper analyzes Coca-Cola advertising under Fairclough’s three-dimensional framework in the hope that consumers can better understand ideology behind advertising discourse.It reveals that Coca-Cola Company tries to construct pop cultures in its advertising discourse,in order to get recognition from its consumers.In turn,it contributes to the construction of the pop culture among the younger generation.     

The Construction of Pop Culture in Advertising Discourse:Taking Coca-Cola Advertising as an Example

This paper analyzes Coca-Cola advertising under Fairclough’s three-dimensional framework in the hope that con?sumers can better understand ideology behind advertising discourse. It reveals that Coca-Co...     

基于评价理论的广告语的话语分析

评价理论是马丁和罗斯(Martin&Rose)在韩礼德的人际系统理论基础上发展起来的,它关注语篇中各种可以协商的态度。在评价理论框架内研究语篇分析已经取得了很大的进展,应用于各种语篇。本文是在评价理论的基础上主要从评价理论的三个子系统——态度、介入和级差来对广告语的话语进行分析。发现在广告语篇中会大量使用一些有关评价的话语,使之与消费者产生共鸣,使消费者认同。     

Borders and the borderless Coast Salish: decolonising historiographies of Indigenous schooling

Historians of education wanting to develop culturally responsive historiographies of Indigenous communities should move beyond a reliance on government and church policy documents – with some variegations of testimony from residential school survivors. The unique circumstances of colonisation that were forged by national/settler policies should be investigated in tandem with a traditional knowledge of local meanings of time, landscape and mythos. This work examines the differences in Canadian and American schooling policies – notably the residential schools – from the experiences of the Coast Salish who are a transnational people with a transcendent discernment of their traditional territory bisected by the Canada–US border. Nation-state borders have produced impediments for Indigenous peoples and conceptual problems for historians. This paper, drawing on secondary and primary source documents, oral history recordings and conversations with Coast Salish community members, compares the cross-border educational experiences of the region with suggestions for more place-based historiographies of Indigenous education.     

Toward Transparency: Competing discourses of teacher educators and teachers

This self-study emerged within the context of a school-based professional development project that established collaboration between two teacher educators and a group of elementary public school teachers. We launched the Book in a Bag project as a way to promote curriculum integration in classrooms and at the same time to provide a venue for research. Within the two contexts of university and public schools, certain knowledge and practices were privileged, largely as a result of the distinct stewardships each assumes. When tensions arose in the course of the project, we employed self-study methodology. We identified competing discourses of teachers, teacher educators, and partnership, noting paradoxes that focused on discourse-bound knowledge, discourse-driven motivation, and discourse-limited aspirations. Self-study served to deepen our understanding of our own practices and ourselves as teacher educators with an eye to future relationships with teachers.     

A Foucaultian critique of learning disability discourses: personal narratives and science

In this article, I present a critical discourse analysis (CDA) of two discourses in learning disabilities (LD) – the academic research literature on emotions of students labeled as LD and retrospective autobiographies from adults labeled as LD writing about their emotions as students. Drawing mainly on Foucaultian explanations of power, I investigate how these two discourses differentially position persons labeled as LD as human subjects. I raise research and theoretical concerns to further interpret power as discursively and historically situated and point out opportunities for resisting ways the dominant positivist, scientific discourse positions students labeled as LD.     

Deconstructing neoliberalism in global citizenship discourses: an analysis of Korean social studies textbooks

ABSTRACT

This study explored ways in which official social studies textbooks in South Korea promote global citizenship given the dominant neoliberal ideology in the field of education. Employing soft versus critical global citizenship education (GCE) and critical discourse analysis, this study analyzed 12 middle-school (seventh to ninth grades) social studies textbooks that are mandatory in Korean public schools. The findings of this study demonstrate the prevalence of a neoliberal agenda and nationalist rhetoric in the global citizenship discourses in the textbooks. We discussed the extent to which themes for GCE including globalization, cultural diversity, peace, sustainability, and associated skills and dispositions were instrumental in perpetuating neoliberal economic values and nationalism while marginalizing social justice and multiculturalism in official textbooks.     

Conceptualising education quality in Zambia: a comparative analysis across the local,national and global discourses

Building on the Education for All movement, the 2030 Agenda for Sustainable Development re-emphasises quality education as a discrete goal. Contextualising the discussion surrounding this goal in Zambia, this study examines how education quality is conceptualised by educational stakeholders at local, national, and global levels. Triangulating teacher survey and interview data with policy documents from the government of Zambia and UNESCO, we found simultaneous convergence and divergence regarding the concepts of education quality espoused at each level. Convergence was shown in the critical influence of the economic tradition within education and the perceived role of schools in fostering resilient individuals and communities. Divergence was observed through the varying meanings assigned to similar concepts and the dissimilar influences of the humanistic and organisational management traditions at different levels. We discuss the implications of our findings for fostering collective efforts among key partners toward the achievement of quality education in Zambia.     

Triple translation: academic and managerial discourses of knowledge transfer policy in a new university in Scotland

Higher education systems in many parts of the world are experiencing the emergence of policies for knowledge transfer (KT). KT policy discourse reflects attempts to make universities more responsive to the needs of the knowledge economy and can be seen as a trend towards extracting a greater contribution from universities to the economy and society as a whole. This paper explores some of the practical tensions associated with operationalisation of KT policy with an institutional case study. Discourse analysis of university documents, and interviews with managers and academics, highlight the struggle between policymakers and academics around development of a KT strategy. The case reveals the potential pitfalls of adopting a commercially-oriented approach to KT in a service-oriented academic community. Effectively capturing the academic community's sense of service to the community in policy design may be one way of ensuring success and ensuring that KT policy is not ‘lost in translation’.     

Governing by partnerships: dilemmas in Swedish education policy at the turn of the millennium

In recent years, governing through partnerships has become more and more common and is today reflected in a range of policy areas. In the following article, governing through partnerships is analysed in Swedish education policy around the turn of the millennium, where the notion of partnership has had a large impact. Using as its point of departure a theoretical perspective inspired by Michel Foucault, the article analyses the calls for partnership in Swedish education policy as part of a set of governmental rationalities forming individuals into partnering, that is active and responsible, citizens. In the article, some of the long‐term consequences of the uses of the concept of partnership in Swedish education policy are discussed, focusing particularly on issues of inclusion/exclusion and democratic regeneration. With the idea of governing through partnerships, it is argued that the political landscape is redrawn. The role of the State, for instance, is increasingly to leave room for various voluntary and independent actors and associations, to co‐ordinate and interact, as a partner, among others, rather than directing society ‘from above’.     

Teacher talk: producing,resisting and challenging discourses about the science classroom

The aim of the project which forms the basis of this article was to make the science classroom more inclusive by challenging discriminatory practices. Science teachers from two secondary schools in Sweden agreed to be involved in an action research project over one year. Each teacher was to carry out a study concerning their own teaching and regular meetings were held for planning, evaluation and discussion. These meetings were analysed and suggest that science subjects are gendered and female science teachers face more resistance than their male peers, sometimes even being positioned as unprofessional. However, the science discourse is continually negotiable with the analysis showing challenge both to science as a male field and to the content that makes up science. Power relations other than gender are also visible and make patterns more complex. The analysis will offer a conceptual framework for understanding how gender in education is produced and reproduced in practice.