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.     

Parents of Traditionally Aged Community College Students: Communications and Choice

Five suburban community colleges in a metropolitan area collaborated on a survey to parents of high school graduates of the class of 2002 who attended the colleges in fall 2002. The study was undertaken to learn more about parents roles in their students selection of community colleges, to give insights and information about this important community college constituency, and to assist community colleges to shape more effective ways to foster positive and supportive opinions among parents of potential students. Parents want the community college to provide students with credits and grade point averages enabling transfer, overestimate their students academic skills as measured by course placement tests, engaged in a number of college-choice activities, and indicate that factors associated with lifestyle and money were major reasons for selecting the community college. Associations between parents social capital and perceptions of their students academic abilities were found for a number of dependent variables examined. The study also revealed important differences in how participating institutions record and calculate key measures such as credits earned and grade point averages.     

Field-study science classrooms as positive and enjoyable learning environments

We investigated differences between field-study classrooms and traditional science classrooms in terms of the learning environment and students’ attitudes to science, as well as the differential effectiveness of field-study classrooms for students differing in sex and English proficiency. A modified version of selected scales from the What Is Happening In this Class? questionnaire was used to assess the learning environment, whereas students’ attitudes were assessed with a shortened version of a scale from the Test of Science Related Attitudes. A sample of 765 grade 5 students from 17 schools responded to the learning environment and attitude scales in terms of both their traditional science classrooms and classrooms at a field-study centre in Florida. Large effect sizes supported the effectiveness of the field-studies classroom in terms of both the learning environment and student attitudes. Relative to the home school science class, the field-study class was considerably more effective for students with limited English proficiency than for native English speakers.     

To answer questions from text,one has to understand what the question is asking: differential effects of question aids as a function of comprehension skill

Reading and Writing - The present study investigates the effectiveness of question paraphrases in supporting students’ understanding of a specific task. Secondary school students (i.e.,...     

Predicting transition and adjustment to college: biomedical and behavioral science aspirants’ and minority students’ first year of college

The purpose of this study is to explore key factors that impact the college transition of aspiring underrepresented minority students in the biomedical and behavioral sciences, in comparison with White, Asian students and non-science minority students. We examined successful management of the academic environment and sense of belonging during the first college year. Longitudinal data were derived from the Higher Education Research Institute’s (HERI) 2004 Cooperative Institutional Research Program (CIRP) Freshman Survey and the 2005 Your First College Year (YFCY) Survey. Using a reformulation of the integration model (Nora, Barlow, and Crisp, 2005), we find concerns about college financing, negotiating family support and responsibility, and campus racial dynamics (perceived and behavioral) affect student adjustment and sense of integration in the first year. This study was made possible by the support of the National Institute of General Medical Sciences, NIH Grant Number 1 RO1 GMO71968-01. This independent research and the views expressed here do not indicate endorsement by the sponsor.     

At the Crossroads: the development of thinking about the role,appointment and training of headteachers in Spain

For many years now, most countries of the world have increasingly valued the headteacher as a powerful force in facilitating school and staff development. Such recognition has resulted in widespread training programmes—even in the poorest countries. In Spain, however, there has been, until very recently, considerable ambiguity over the role of the headteacher. This uncertainty is manifested in the appointment system of headteachers and the lack of commitment to training. This paper seeks to show the reasons for this situation, through an evaluation of recent legislation, the impact of Franco's legacy on education and the current preoccupation with democratic government at all levels. The paper highlights important changes of attitude towards the role of the head now taking place, mainly at local levels, and encourages the government to ensure that examples of effective training, emanating from these ideological shifts, are recognised and contained within national programmes.