Many choices,one destination: multimodal university brand construction in an urban public transportation system

Amidst global competition in higher education, colleges and universities adopt strategies that mimic and adapt business practices. Branding is now a widespread practice in higher education; multimodal advertisement is a manifestation of emerging branding strategies for universities. While the visibility of brands in higher education has grown substantially in recent years, its empirical study has lagged. This article reports on the findings from a study that employed social semiotic and multimodal analysis to explore text and visual rhetoric as brand construction strategies in publicly displayed university advertisements. After analyzing photographs representing advertising campaigns from 16 different universities displayed in an urban public transportation system, I suggest that universities construct their brand identity through messages that emphasize multiple choices and convenience, but construct success primarily according to corporate standards and values.     

告别言语行为分析

告别言语行为在日常生活中非常普遍．其表现形式多样，策略类型丰富。认识和掌握告别的技巧，对提高语言质量．增强交际能力．巩固交谈双方的社会关系．具有重要的现实意义。     

Classroom observation systems in context: A case for the validation of observation systems

Educational Assessment, Evaluation and Accountability - Researchers and practitioners sometimes presume that using a previously “validated” instrument will produce “valid”...     

A Self-Regulated Learning Approach to Teaching Educational Psychology

In this paper, we describe an undergraduate educational psychology course that utilizes self-regulated learning as the organizing principle. The course aims to facilitate students' development in self-regulated learning and to promote students' understanding of how to embed instruction for self-regulated learning strategies into classroom teaching. In the first section of the paper, we develop the rationale for this position and identify underlying assumptions we believe should guide the development and implementation of such a program. In the second section of the paper, we demonstrate how we have incorporated these assumptions in a basic educational psychology course.     

The Inclusion of Informal Environments in Science Teacher Preparation

Journal of Science Teacher Education -