Consumer attitudes towards mobile marketing in the smart phone era

This exploratory online questionnaire-based study confirms the findings from earlier studies in the pre-smart phone era regarding consumers’ negative attitudes towards mobile marketing communications. This study shows that these attitudes persist despite increasing frequency of use and increased functionality of mobile phones in the smart phone era. Consumers perceive their mobile device to be for personal communication, and prefer to be able to exercise control over their interaction with organisations. Findings suggest that acceptance can be enhanced by permission marketing, trust-building, creating a sense of being in control, and useful and entertaining website content. Accordingly, pull technologies seem to hold particular promise for mobile marketing communications. This study, therefore, proceeds to explore use of and attitudes towards an important pull technology, QR codes. QR codes, two-dimensional bar codes, can be scanned to provide access to websites, information and applications. Despite their potential, uptake is low. Users in this study who had scanned a QR code had used them to access a variety of different content on different types of items and in different locations. The most frequently accessed type of content was information on a web site, the two most common locations for a scanned QR code were a newspaper or magazine advert, or outdoor advert or poster, and the two most common locations at which scanning was performed were in the street and at home. Ease of use, utility and incentives are drivers to continued use whilst lack of knowledge about how-to scan or of the benefits of QR codes may hinder adoption. Recommendations are offered for practice and for further research.     

Languages of Scotland: Culture and the classroom

The indigenous languages of Scotland are in a precarious position faced with the massive presence of English. This essay examines the state and nature of the Scots and Gaelic languages. It places them in their historical context and traces how each has had its heyday in Scotland, in the case of Gaelic to be supplanted by Scots and in the case of Scots to be supplanted by English. Both have become marginalised in Scottish life and in the Scottish school. Both have been subject to various concerted campaigns aimed at their destruction. Gaelic, however, has at least had the consolation of being regarded as a language while Scots has not. The changing relationship between the school and these languages is examined in the context of the current revival of Scottish culture on a multiplicity of fronts.     

English Reading Effects of Small‐Group Intensive Intervention in Spanish for K–1 English Learners

In this article we report small, but statistically significant, effects of brief supplemental instruction on English reading by Spanish‐speaking kindergartners (N = 37) who performed poorly on a bilingual battery of phonological‐processing tasks. Intervention design was compatible with the Reading First initiative and with research on use of multitiered intervention strategies for preventing reading failure among young monolingual students (e.g., L. S. Fuchs & Vaughn, 2003). We describe a Core Intervention Model (CIM) comprised of specific instructional behaviors that teachers might easily learn and employ regardless of curriculum, and discuss implications of our findings for building multitiered preventative instruction for young English learners.     

Performance Funding and Quality Enhancement at Three Research Universities in the United States

This paper discusses the effect performancefunding has had on funding and qualityenhancement at three research universities asimplemented over the past six years. Thepresentation details the accountabilityrequirements and the relationship they have hadon funding levels. It describes thecost-benefit ratio of maintaining andresponding to the required indicators, and howcollaborative efforts among the institutionshave brought about positive reform in thestate. This discussion will cover budgetprocesses and trends across the United Statesrelative to funding for performance andquality. Suggestions for implementation andimprovement of existing systems are alsodiscussed.     

The 1919 Prison Special: Constituting white women's citizenship

During the spring of 1919, the National Woman's Party sponsored the Prison Special, a cross-country train tour of 26 white women who had been jailed as a result of their protest activity for woman suffrage. Using visual, embodied, and verbal enactments of imprisonment and civic action, the Prison Special constituted white women's citizenship through simultaneous rhetorics of inclusion and expulsion. The Prison Special's foregrounding of white women's martial capabilities, respectability, and vulnerability justified white women's inclusion in the category of citizen. The Prison Special's contrast of the imprisoned white suffragists to Black women co-prisoners participated in the expulsion of Black women from the category of citizen.     

Cognitive and linguistic features of adolescent argumentative writing: Do connectives signal more complex reasoning?

Reading and Writing - The Common Core State Standards (Common Core State Standards Initiative, 2010) feature argumentative writing across the curriculum in grades 4 through 12, yet little is known...     

Toys and Materials as Setting Events for the Social Interaction of Preschool Children with Special Needs

The present study compared the effects of social and isolate toys as setting events on the social interactions of 2 pre-school-aged children with special education needs in a setting that approximated a regular pre-school environment. A single subject alternating treatment design was used for 3 days a week over a 7 week period. Findings of this study showed there was no consistent overall difference between social and isolate toys. This was in contrast to previous studies that have found differences in interaction patterns across conditions. There were also two unanticipated findings from the study. While there was no evidence of an overall difference between social and isolate toys, there was some evidence of an interaction. Students with special education needs tended to interact more with each other when using isolate toys and tended to interact more with regular peers when using social toys. Further, it was also found that particular toys from both social and isolate classifications were consistently associated with social interaction across both subjects while other toys were not associated with social interaction. This raises questions about the validity of traditional classifications of toys and materials. The use of toys to promote social interaction is a potentially valuable technique but this study raises questions that indicate a need for further research.     

Designing computer-based learning contents: influence of digital zoom on attention

In the present study, we investigated the role of digital zoom as a tool for directing attention while looking at visual learning material. In particular, we analyzed whether minimal digital zoom functions similarly to a rhetorical device by cueing mental zooming of attention accordingly. Participants were presented either static film clips, film clips with minimal zoom-ins, or film clips with minimal zoom-outs while eye movements were recorded. We hypothesized that minimal zoom-ins should lead to more gaze coherence, to longer dwell times as an indicator of more elaborative processing, and to fewer transitions as an indicator of less mental integration. Zoom-outs, on the other hand, were expected to have opposite effects. Results showed that zoom-ins increase gaze coherence and dwell times on the center parts of the depictions while decreasing transitions of pictorial elements from the center and the context areas. In contrast, patterns of results from zoom-outs and static presentations were similar to a large degree, indicating that zoom-ins and zoom-outs do not operate in a complementary fashion. Theoretical and practical implications of the present results are discussed.