体育赞助效果评估

摘要：据普华永道2012年度报告显示,全球体育赞助投入预计在2013年将达到352亿美元,较之2012年上涨5.1%。较于体育赞助市场的蓬勃发展,体育赞助效果的评估方法仍然处于探索阶段。目前广泛应用的评估方法仅是分析赞助信息曝光度对消费者记忆度的影响。然而,消费者接收和认知赞助信息的过程却被完全忽略。为弥补这一研究领域空白,研究采用实验法,利用视线追踪技术分析消费者对赞助刺激的注意力,通过回归模型分析消费者对赞助刺激的认知处理过程。实验结果表明消费者对赞助刺激的注意力是由赞助刺激的摆放位置和影响曝光度的三种因素所决定的;另外,消费者对赞助商的回忆度取决于消费者注意力和品牌熟悉度等因素。因此,赞助商应当首要考虑赞助刺激对消费者注意力的影响。基于本实验结果建立的体育赞助效果评估模型,可以帮助赞助商评估赞助效果和赞助合约价值。     

集体体育项目的思想政治教育功能探析

体育运动一直是思想政治教育功能发挥的重要阵地,集体体育项目作为体育运动的典型表现形式之一,具有受众面广且针对性强、参与互动性高、时空集中化等特点,深受青年大学生的喜爱。关于集体体育项目与思想政治教育相结合的学术研究,已经成为当前思想政治教育领域亟待研究的重要课题,具有重要实践价值和教育意义。通过开展集体体育项目不仅可以提高大学生思想政治素质,而且还能充分培养当代大学生的集体主义情感、个人意志品质、公平竞争意识与集体组织纪律观念。本文以现代思想政治教育理论和体育学理论为依据,全面探讨了集体体育项目的思想政治教育功能及实现途径。     

Intentional thought dynamics during exercise performed until volitional exhaustion

Using a non-linear approach, intentional dynamics of thoughts were examined during constant cycling performed until volitional exhaustion. Participants (n = 12) completed two sessions at 80% W_max. Their (1) intrinsic thought dynamics (i.e., no-imposed thoughts condition) and (2) intentional thought dynamics (i.e., imposed task-unrelated thoughts condition; TUT) were recorded and then classified into four categories: internal and external TUT (TUT-I, TUT-E) and external and internal task-related thoughts (TRT-E, TRT-I). The probability estimates for maintaining each thought category stable, the rate of switching from one category to another, and the entropy dynamics along the testing procedure were assessed and compared through time phase. Friedman ANOVA tests revealed a significant effect of effort increase on thought contents only in the imposed TUT test. While TUT-I probabilities decreased significantly (P < .001) as effort increased, TRT-I probabilities increased (P < .05). Moreover, the entropy to the entire thought dynamics increased at the outset of task performance and decreased upon approaching volitional exhaustion (P < .001). As time spent in constant effort increased, and volitional exhaustion approached, task relatedness (TUT, TRT), direction (internal, external), and entropy of thought contents changed unintentionally providing further evidence for a nonlinear dynamics of attention focus.     

The rhetorical construction of Popular Front France in the fascist Italian press during the ‘Paris, 1937’ international exhibition

This article will discuss propaganda in the press used by the Italian fascist regime to create and disseminate a negative image of France and socialism. The ‘Paris, 1937’ exhibition represented a pretext for the Italian press to attack the Popular Front on both policy and competence. Manipulating information, the propaganda fabricated an idea of ‘otherness’, presenting France as the chaotic antithesis to the orderly Italian regime. France was presented as a country full of drunks and idlers, as a nation descending into chaos due to the social economic reforms of the Blum government; images that were juxtaposed with a state thriving under fascist corporatism. With the use of archive files and press-clippings, this work intends to illustrate the construction of stereotypes to feed the fear of socialism in Italy by the fascist press.     

从虚假到真实:集体主义教育反思

过往的教育实践中由于对集体主义的机械理解,使得集体主义教育理念发生异化,即强调个人对集体的绝对依顺和服从,导致个人自由个性的丧失,使个体成为丧失主体性的残缺的存在,无益于和谐集体的建构.从马克思关于真实集体主义的立场出发,应该在教育中树立以促进个人自由发展为主线的集体主义理念,个人只有在集体中才可能是自由的,集体为个人自由发展提供条件和保障,从而使得教育在造就丰富个性的人的同时,也迎来集体的盎然生机.     

从原型批评角度试析“大同理想”

对于“大同”社会理想的根源之争始终没有一致的答案。荣格“集体无意识”理论可以视为一种新的解释方法：它是一种原型模式。原因有三：先秦诸哲向往的社会模式都含有“大同”色彩;这种理想从未实现,却还有世世代代的人为之著书立说、起义革命;许多文学作品中也存在着这种原型模式。“大同”虽然是一种空想,但这个原型具有存在的意义：现实世界中,它创造短暂的“桃花源”,是历朝革命起义中高举的旗帜;文学世界中,它使作者改写了历史的悲剧,并创造了多种“理想国”的模式。人类始终向往美好的世界,所以时至今日,大家仍然需要这个“空想”的存在,尽管它不可能永远不会实现。     

基于价值观管理的大学文化建设

大学本质上是一种文化组织,组织文化建设本质上是组织的价值观管理。大学文化建设可运用价值观管理的逻辑,以大学战略目标为心理愿景,以大学核心价值观为精神观照,通过持续的大学文化价值观管理运作,使大学人的理想、信念、追求与学校的目标、使命、愿景有机统一,形成对大学文化的情感依附与价值归属即“我们是谁”的身份认同,使大学人的共同信仰和价值体系沉淀为学校办学和管理的制度理念,生成凝聚并引领大学人以特色发展实现学校战略愿景的集体人格。     

社区边界、信任与集体行动——基于羊村个案的经验研究

西方关于集体行动的主流理论——资源动员理论,在解释我国乡村集体行动问题出现了困境:它过于注重个体的理性计算,而忽略了乡村社区(族群)结构对个体的影响。文章在检讨这一理论之后提出的关于集体行动的社区边界理论认为,社区(族群)互动及其信任关系是推动集体行动的重要因素。鉴于社区边界冲突是导致乡村集体行动的主因,因此,应从政策层面上维护社区边界的相对稳定。     

色彩注意心理学在环境艺术设计中的应用

色彩在环境艺术设计范畴中起着至关重要的作用,色彩注意是基于心理学的注意的特质进行的深入研究,通过分析研究表明注意心理在环境艺术设计中的不同地域、文化背景等方面表现出很大的色彩选择倾向,总结归纳出不同的环境艺术设计领域在颜色选择上应该注意的问题以及如何解决。     

Governing for Results on a Postcollective Bargaining Wisconsin School Board

The popular narrative of Wisconsin’s collective bargaining battle started out being about money. Should public employees pay more toward their healthcare? Can school districts offset state aid cuts using the additional revenue from employee healthcare contributions? Does collective bargaining have a cost? This article gives an overview of Wisconsin school boards, explains exactly how Act 10 increased their power, demonstrates why and how improved school board governance can have an impact on student achievement, reviews the changes Wisconsin school boards are making because of Act 10, and provides policy recommendations to improve both board governance behaviors, and the quality of policies enacted by school boards in the postcollective bargaining era.