Advertising images among Hong Kong Chinese: Use of individual modernity and western orientation clusters in determining market segmentation∗

Advertising is a highly visible force in Hong Kong society. Within this diverse environment, media organizations and marketers attempt to define target markets (market segmentation) composed of persons who are most likely to be influenced by their marketing and advertising efforts. This research, based on a 1,019 sample face‐to‐face intercept survey, segments the market based on measures of self‐ascribed individual modernity and individual traditionalism and Chinese and Western value orientation. The scales are statistically analysed by cluster analysis, to place each respondent into clusters. The segmentation scheme viability is analysed in relation to media consumption and attitudes about specific advertising issues in six areas: 1. consumer benefits and economic force; 2. credibility; 3. entertainment value; 4. social force; 5. manipulation and motivation; and 6. repetition. The segmentation of individual modernity/traditionalism and Chinese/Western orientation provides greater differentiation than age, gender, income, education or place of residence.     

From the Horse's Mouth: Why scientists’ views are crucial to nature of science understanding

Written in response to criticism of our work by Fouad Abd-El-Khalick, this position paper reaffirms and reinforces our position about the need to broaden and enrich the scope of nature of science (NOS) oriented curricula by exposing students to the voices of practising scientists. While Abd-El-Khalick's motivation for promoting the so-called consensus view of NOS is rooted in issues of assessment (or ‘benchmarking', as he calls it), we argue that the major reason for teaching about NOS is its contribution to what Shen calls civic and cultural scientific literacy. We are critical of the consensus view for its philosophical naivety, failure to reflect contemporary scientific practice and potential for confusing students, and we re-state our view that it is important to expose students to a diversity of practice among the sub-disciplines of science. We argue that richer NOS understanding and a more authentic view of scientific practice can be achieved through direct and indirect contact with scientists at the cutting edge of research and development, which we characterise as learning about scientists, learning from scientists and learning with scientists.     

Turning Crisis into Opportunity: Enhancing student‐teachers’ understanding of nature of science and scientific inquiry through a case study of the scientific research in severe acute respiratory syndrome

Interviews with key scientists involved in research on severe acute respiratory syndrome (SARS), together with analysis of media reports and documentaries produced during and after the SARS epidemic, revealed many interesting aspects of nature of science (NOS) and authentic scientific inquiry. This novel insight into practice in the rapidly growing field of molecular biology was used in the development of instructional materials for use in the pre‐service and in‐service teacher education programme at The University of Hong Kong. The elements of NOS and scientific inquiry identified in the scientific research on SARS were explicitly emphasized in our instructional materials. The contemporary real‐life context of SARS was found to be effective in promoting student‐teachers’ understanding of NOS and scientific inquiry, particularly in terms of: the realization of inseparable links between science and the social, cultural, and political environment; deeper understanding of how science and technology impact on each other; and a richer appreciation of the processes of authentic scientific inquiry and the humanistic character of scientists. The effectiveness is attributed to immediacy, relevance, and familiarity, making the abstract tangible, personal experience of science history, and the powerful affective impact of the interviews with scientists.     

Globalization,values education,and school music education in China

This paper examines music education’s legitimation of values as a means of preparing students for entry into the new ‘knowledge society’ of the People’s Republic of China in a global age. It explores the ways in which values education relates to the teaching of both musical and non‐musical meanings in the dual context of nationalism and globalization, and discusses some problems that values education faces in school music classrooms. It examines the ways in which globalization has pressured values education into resolving the apparent contradiction between national identity and national unity in the ever‐changing play of Chinese history and politics. It concludes with a discussion of how music education might juggle three pairs of apparently contradictory relationships in the curriculum: between contemporary cultural and social values on the one hand, and traditional Chinese and Communist ideologies on the other; between collectivism and individualism; and between national and global cultures.     

Crossing the binary line: the founding of the polytechnic in Colonial Hong Kong

Using the case of the Hong Kong Polytechnic (HKP), this paper examines academic drift in colonial settings. The HKP, like polytechnics in the UK, was supposedly a service sector institution. Under the binary system in the UK, schools in the service division were governed by the state educational bureaucracy, while the universities – the autonomous sector – were under the University Grants Committee (UGC). When the HKP was being founded, however, it became an institution under the UGC of Hong Kong. This article argues that the HKP could cross the binary line because a polytechnic unsubordinated to the local colonial state would be more serviceable to external agents’ interests. This finding suggests that researchers of academic drift – who have hitherto studied exclusively sovereign nations and the impacts of internal factors – should also examine the cases in dependent territories as well as the effects of external influences on such shifts.     

An exploration of Biggs’ constructive alignment in course design and its impact on students’ learning approaches

This paper investigates whether instructors’ adoption of constructive alignment has any impact on university students’ learning approaches, which are highly correlated with students’ achievement of learning outcomes. A multi-method model with a combination of qualitative and quantitative design was adopted, using document analysis, interviews and survey. The analysis of covariance results suggested that regardless of individual differences, students would adjust their learning approaches and study behaviours in response to the classroom teaching and learning environment. Students in more ‘constructively aligned courses’ were more likely to adopt deep learning approaches and less likely to use surface learning approaches in their study of a particular course.     

Teachers' stories of children coping with family situations and family changes: a Hong Kong hybrid case

This paper examines teachers' stories of children's coping with changing family situations such as divorce or family separation which can induce discontinuities in their lives. Using the case of Hong Kong, a place where ‘East meets West’ in cultures and family relationships, this paper argues for the use of the concept of hybridities in understanding the experiences of children in changing family situations. Teachers' stories show that children in changing family situations are facing new kinds of difficulties from the mixing of modern family forms and traditional family values. Implications to teacher education, policy and practice are suggested.     

IT行业的产品平台战略

本文是在IT行业特有的产业规律背景下,通过考察IT行业如何运用产品平台来进行产品开发的案例,总结IT行业进行架构产品的产品的四个特点,强调核心技术（能力）,细微快速进步,灵活运用合作,用户友善接口。