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.     

Political Television Advertising in Campaign 2000

Most studies of political advertising focus on presidential television spots. However, far more commercials are broadcast for other races. This study applies the functional theory of political campaign discourse to 584 television spots from presidential, gubernatorial, senatorial, house, and local races in the 2000 election. The most common functions were acclaims (67%) followed by attacks (32%) and defenses (1%). When non-presidential ads are examined, incumbents acclaimed more and attacked less than challengers. Party-sponsored ads employed more attacks than ads sponsored by the candidates. These messages emphasized policy more than character (62% against 38%). Democratic candidates discussed policy more than Republicans. Presidential and gubernatorial ads (executive offices) discussed policy more than ads for other offices.     

Bullying: The Northern Ireland Context

The notion of peace education has been a subject of considerable controversy and criticism. Indeed, at one time it was one of the major targets of the last UK government's attack on what it saw as trendy, left-wing teaching. Although the attacks were often frenzied, it seemed that there was little clarity about what peace education did or should actually involve. In this paper, Lennart Vriens provides a clear and well-argued antidote to this lack of clarity. He sets out the main arguments that are levelled against peace education and then counters each one effectively. He goes on to provide a clear and instructive explanation of peace education as an active, ongoing process, explaining what this should involve and why it is of great importance.     

国内动漫形象在影视广告中的运用研究

随着国民经济的发展,动漫形象作为一种特定的艺术形式在整个创意产业和大众传媒中越来越占据重要位置。动漫形象与广告的结合,已成为了一种大众喜爱的文化传播形式。运用内容分析法对当代国内动漫广告进行实证分析,总结出动漫人物形象在影视广告中运用的基本规律。     

Racism and citizenship education in Northern Ireland

Racist attitudes towards, and attacks on, the minority ethnic populations in Northern Ireland (NI) have increased dramatically over the last number of years. Despite the increased media attention regarding racist attacks, the fallacy that racism is not a major problem in NI is an enduring one. However, there is a growing recognition that minority ethnic communities experience a diverse range of racial harassment. Education is a mode promoted by national and European governments as the vehicle in which anti-racism programmes can be delivered. This article suggests the impending introduction of a statutory citizenship education (CE) component to the revised NI curriculum from September 2007 can play an important role in tackling the high levels of racism being experienced by the minority ethnic population in NI.     

电视广告中母亲形象的原型解读

与文学和影视作品多样化母亲形象不同,当代电视广告中的母亲形象通常表现为完美的、理想化的形象,并通过母爱仪式和劳动仪式两种方式来呈现。实际上,这样的呈现有着深植于中国远古神话和传统文化的根基,并体现出集体无意识的作用,成为一种传递象征意义的符号,有着特定的指向性,进而潜移默化影响着广告创作者和消费者。     

Higher Education Participation in Northern Ireland

Higher education participation in Northern Ireland is higher than England and Wales and second only to Scotland. This paper charts the progress of participation and examines its social characteristics. Uniquely within the UK, approximately one-third of Northern Ireland entrants come from working class backgrounds. Catholic and female participation has also increased significantly but the participation of mature entrants is lower than in the rest of the UK. High participation levels have been achieved, however, by large numbers of entrants leaving to study in Scotland and England. There is a significant undersupply of higher education places in Northern Ireland when compared with either Scotland or Wales. With the costs of higher education being increasingly borne by individual students and their families there is already evidence that more students would prefer to remain in Northern Ireland to study. Increasing pressure on places is driving up A-level entry requirements and many students are forced to leave Northern Ireland to study or not to study in higher education. These developments threaten the advances made by particular social groups. Lifting the MASN cap in Northern Ireland is a significant policy objective.     

电视广告发布方式对受众接受心理的影响

电视广告发布方式可分为插播广告和非插播广告。通过对两者不同的发布方式与特点的分析,我们研究了它对受众接受心理的影响,并对这两种不同的影响在实际到达率、受众认知度和受众心理变化效果上进行了比较。     

Higher Education and Fair Employment in Northern Ireland

As equal opportunities are assuming greater significance in higher education this paper examines the issue of fair employment in the two universities in Northern Ireland. The development of higher education and the evolution of fair employment policy which seeks to promote greater equality of opportunity in employment between Protestants and Catholics, are outlined. The employment practices and profiles of Northern Ireland's two universities are considered. Under the 1989 Fair Employment Act employment monitoring is a legal requirement for the two universities. The paper concludes by noting that other UK higher education institutions should undertake monitoring as a means of implementing equal opportunities policy.     

Equality in Higher Education in Northern Ireland

The higher education sector in Northern Ireland has been fully involved in the public policies designed to enhance equality. Starting with measures designed to secure greater employment between Catholics and Protestants, known as fair employment, the policies are now designed to promote equality of opportunity across nine designated groups together with the promotion of ‘good relations’ on the grounds of religion and race. The paper examines the implementation of this new policy framework in the universities and suggests that progress to date has been fairly limited.     

英汉广告翻译中的跨文化制约

该文分析了在广告语言翻译中需要注意的两个关键:不同语言之间的差异与不同文化之间的主要差异,进而提出,广告翻译不仅是语言之间的变化,而且是不同文化之间的冲突和融合,因而国内译者注重的应该是各国间的跨文化因素对英汉广告的制约影响。     

The role of the university tutor in school-based work in primary schools in Northern Ireland and the Republic of Ireland

There has been much international debate on the role of the university tutor in the supervision of student teachers during school-based work. This study focuses upon the Irish context, where there has been little research. It involves a comparative study of the views and attitudes of university staff, student teachers and class teachers from the Irish Republic and Northern Ireland. Data collection methods comprised questionnaires to university tutors, class teachers and students (n = 150), focus groups and one-to-one interviews. This project reveals a reservoir of goodwill between tutors, teachers and students, along with a willingness to engage in dialogue and collaboration. Importantly, this study concludes that it is the university tutor who should have the lead role in collaborative models of school-based work partnership, with significant consultation and input from the class teacher and consultation with the student in the evaluation process.