Pranking rhetoric: “culture jamming” as media activism

This essay explores the practice of “culture jamming” as a strategy of rhetorical protest. Specifically, “pranksters” deploy the tools of the mass media and marketing in order to take advantage of the resources and venues they afford. Through the concept of “pranking,” this essay suggests that the most promising forms of media activism may resist less through negation and opposition than by playfully appropriating commercial rhetoric both by folding it over on itself and exaggerating its tropes.     

The Bologna Process Offers New Research Opportunities for Academic Business Librarians Worldwide

European education ministers and officials signed a Bologna Declaration with a goal to reform, strengthen, and standardize higher education programs and degree structures by 2010. Graduates will become more mobile and marketable to employers throughout Europe. These programs shall also attract students worldwide. Higher education programs on other continents have taken notice and are in the process of initiating similar goals and outcomes. All of these events are creating new research opportunities for academic business librarians in all aspects of library support and services including collection development, reference, and instruction.     

Advancement in higher education: the role of marketing in building philanthropic giving

This paper empirically explores ways in which marketers of higher education can contribute to the important task of cultivating alumni philanthropy. Advancement professionals understand that philanthropy is influenced by wealth and affinity. As marketers, we anticipate that our contribution resides with investments in building affinity. Using survey data that measure the affinity of alumni of a large US university who have been commercially screened to reveal individual wealth, this paper provides empirical evidence of the relative contributions of affinity and wealth to giving. Logistic regression analysis reveals that affinity has a greater impact on predicting the likelihood of giving than other variables, including prior giving and wealth. Important to marketers, this study emphasizes the importance of building affinity and also uncovers obstacles to affinity formation. This information can be used to bridge and repair alumni relationships with their alma mater and inform segmented marketing communications to foster alumni enthusiasm for giving.     

Contextual influences: building brand community in large and small colleges

This research extends recent efforts that have introduced and empirically tested a conceptual model of brand community in the context of higher education. This emerging literature has indicated that brand community provides a framework that can inform and guide marketing investments in ways that lead to affinity and stronger loyalty to the brand and institution. This paper presents the results of a national survey that examines the potential impact that institutional size may have on the relationships of an alumni brand community. This paper also explores the implications of the size of the educational institution on relevant and desired marketing outcomes that include the willingness to recommend the university to friends and family and a desire to purchase licensed apparel.     

Classification of learning outcomes: evidence from the computer games literature

Following up on an earlier issue of The Curriculum Journal (Vol. 16, No. 1), this article focuses on learning outcomes in the context of video games. Learning outcomes are viewed from two theoretical frameworks: Kirkpatrick's levels of evaluation and the CRESST model of learning. These are used to analyse the outcomes claimed in journal articles that report empirical work, indicating the usefulness of the frameworks, and the necessity to consider the role of affective learning. The article ends with some comments on the relationship of instructional design to effective games and learning outcomes.