Popular Culture and Advertising

WHATEVER HAPPENED TO MADISON AVENUE? ADVERTISING IN THE '90s by Martin Mayer (Boston: Little, Brown, 1991—$22.95, ISBN 0-316- 55154-6, 269 pp.)

THE CODES OF ADVERTISING: FETISHISM AND THE POLITICAL ECONOMY OF MEANING IN THE CONSUMER SOCIETY by Sut Jhally (New York: Routledge, 1990—price not given, paper, ISBN 0-415-90353-X, 225 pp.)

ROCK AROUND THE BLOCK: A HISTORY OF ROCK MUSIC IN EASTERN EUROPE AND THE SOVIET UNION by Timothy W. Ryback (New York: Oxford University Press, 1990—$21.95, ISBN 0-19-505633-7, 272 pp.)

MUSIC AT THE MARGINS: POPULAR MUSIC AND GLOBAL CULTURAL DIVERSITY by Deanna Campbell Robinson, Elizabeth B. Buck, and Marlene Cuthbert (Newbury Park, CA: Sage, 1991—$39.95/19.95, ISBN 0-8039- 3192-1 hard, 0-8039-3193-X paper, 312 pp.)

THE MANY LIVES OF THE BATMAN: CRITICAL APPROACHES TO A SUPERHERO AND HIS MEDIA edited by Roberta E. Pearson and William Uricchio (New York: Routledge, 1991—$39.95/13.95, ISBN 0-415-90346-7 hard, 0-415-90347-5 paper, 213 pp.)

BROADCAST ADVERTISING: A COMPREHENSIVE WORKING TEXTBOOK by Sherilyn K. Zeigler and Herbert H. Howard (Ames: Iowa State University Press, 1991—$34.95, ISBN 0-8138-0072-2, 358 pp.)

FUNDAMENTALS OF ADVERTISING RESEARCH by Alan Fletcher and Thomas Bowers (Belmont, CA: Wadsworth, 1991—price not given, ISBN 0-534-14778-X, 364 pp.)

THIS BUSINESS OF MUSIC by Sidney Shemel and M. William Krasilovsky (New York: Billboard/Watson-Guptill, 1991—$27.50, ISBN 0-8230-7706-3, 688 pp.)     

德国实施“博洛尼亚进程”的进展及其存在的争议

"博洛尼亚进程"从根本上改变了德国的高等教育体系。当前的德国高等教育以三级学位体系为基础。在"博洛尼亚进程"实施的过去10年中,德国高等教育课程逐渐现代化,也更加以学生学习为中心。在整个课程学习过程中,学分的获得主要依据学习现状及取得的成绩。"博洛尼亚进程"的目标在于促进国际流动,系统的质量保障始终贯穿整个进程之中。本文介绍了德国进程改革的一些关键因素,并通过"博洛尼亚进程"的拥护者与批评者的各自立场,分析了由进程改革而引发的争论。     

Effective strategies for mental and written arithmetic calculation from the third to the fifth grade

The strategies used to solve mental and written multidigit arithmetical addition, subtraction, multiplication and division were observed in 200 third, fourth and fifth grade children. A strategy was classified as effective if it resulted in the correct solution at least 75% of the time. For mental addition and subtraction, primitive strategies such as counting on fingers and counting on (mental counting from a specific point), and the more sophisticated strategy 1010 (solution of the calculation problem using tens and units separately) were more effective than the strategies learned at school. In written addition, subtraction and multiplication there was a shift from the CAR+to the CAR- strategy (tabulating with, or without, a carried amount) from the third to the later grades. Results show that typical strategies taught at school progressively substitute every other strategy both in mental and written calculation, but without reaching the criterion of effectiveness. The implications for maths curricula are discussed.     

Distribution of the sensible within the Salamanca Statement and Framework for Action: maintaining patterns of inclusion and exclusion?

ABSTRACT

This paper revisits The Salamanca Statement and Framework for Action through Jacques Rancière’s writing about the distribution of the sensible. It questions the supports provided within the Maltese state education system and asks readers to ‘think again’ by asking what has been left out. The Salamanca Statement is seen as reflected within the Maltese education system, both of which, however, position people and services in particular spaces. As systems, they have a totalising quality, which disables thought or any possibility outside that which is given. They also make assumptions about equality that is achieved, whereas Rancière writes about equality as a starting point and a presupposition. This is what gives democracy and politics a possibility, two values that are at the heart of inclusion.     

Exploring metropolitan university pre-service teacher motivations and barriers to teaching in rural schools

Staffing shortages has been a consistent problem for Australian rural schools. This paper addresses the rural staffing shortage by exploring the motivations and barriers faced by pre-service teachers in an Australian metropolitan university as they explore the prospect of teaching in a rural school. The paper examines two research ideas prevalent in the research literature. Firstly, that introducing pre-service teachers to rural placement experiences enhances their desire to seek teaching positions in rural schools. Secondly, that pre-service teachers from regional or rural backgrounds are more likely to seek teaching jobs in rural settings than their metropolitan counterparts. We draw on data from a longitudinal qualitative study with pre-service teachers in a metropolitan university that were interviewed before, during and after their rural placement. We found that while the second idea stands the test, the first idea, undertaking a rural placement, is not a guarantee to redressing the staffing shortage.     

Testing the ATI hypothesis: Should multimedia instruction accommodate verbalizer-visualizer cognitive style?

College students (Experiment 1) and non-college adults (Experiment 2) studied a computer-based 31-frame lesson on electronics that offered help-screens containing text (text group) or illustrations (pictorial group), and then took a learning test. Participants also took a battery of 14 cognitive measures related to the verbalizer-visualizer dimension including tests of cognitive style, learning preference, spatial ability, and general achievement. In Experiment 3, college students received either both kinds of help-screens or none. Verbalizers and visualizers did not differ on the learning test, and almost all of the verbalizer-visualizer measures failed to produce significant attribute x treatment interactions (ATIs). There was not strong support for the hypothesis that verbal learners and visual learners should be given different kinds of multimedia instruction.