Segmenting the audience of a cause-related marketing viral campaign

This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfectly for the strong-affinity segment and adequately for the week affinity segment. On the contrary, this viral campaign leaves the intermediate-affinity segment indifferent.     

面向新生的“微视频+代入式体验”信息素养教育研究

[目的/意义]基于建构主义学习理论，借鉴翻转课堂先进理念，以提高个人信息素养能力的初学者为主要教育研究对象，调研分析其个性特征、信息行为和教育方式偏好。[方法/过程]通过调研分析，总结教育方式与学生需求之间的矛盾成因，提出面向新生的"微视频+代入式体验"信息素养教育创新模式，着重分析模式特点、构建策略和实施方案，并提出可行性组织策略。[结果/结论]"微视频+代入式体验"信息素养教育新模式，综合运用微视频所特有的视觉冲击力，克服教师语言抽象化的不足，同时通过代入式情境体验，完成知识吸收内化、高层次思维认知，有效提升学生的信息素养综合能力。     

Between business and morality: cultural politics in independent bookshops in China

ABSTRACT

This article investigates how cultural businesses may facilitate contentious political activity in authoritarian contexts. Existing research in Western liberal democracies has shown the widespread political activism of actors in the cultural and creative industries. Whether such activism exists in authoritarian society, how it may differ in character and form, and what implications this will have for our understanding of relations between business, politics, and culture in authoritarian countries remain to be addressed. Drawing on data collected from 55 ‘independent bookshops’ in China, I illustrate how these organisations perform ‘cultural politics,’ a type of political participation in which actors employ mainly symbolic means to express social and political concerns. The organisations’ economic relations and conditions facilitate their efforts to create spaces in which contentious questions can be raised, sensitive topics explored, and alternative ideas expressed, despite the Chinese state’s political regulation of the cultural sphere. The finding of the economic embeddedness of cultural politics sheds new light on our understanding of the political economy of cultural businesses in contemporary China.     

"文革"时期经济体制变动的逻辑嬗变

“革”时期经济体制的变动保持了放权改革的一般逻辑，但创设战备型的体制模型强化了计划的控制，限制了改革的进一步深入。“抓革命，促生产”的制度逻辑安排限定了体制变动的方式，歪曲了体制化观念，对中国的经济体制变动产生了消极的影响。解放体制观念，培育新的制度化，应是当务之急。     

A coach’s political use of video-based feedback: a case study in elite-level academy soccer

This paper examines the video-based pedagogical practices of Terry (pseudonym), a head coach of a professional junior academy squad. Data were collected through 6 in-depth, semi-structured interviews and 10 field observations of Terry’s video-based coaching in situ. Three embracing categories were generated from the data. These demonstrated that Terry’s video-based coaching was far from apolitical. Rather, Terry strategically used performance analysis technologies to help fulfil various objectives and outcomes that he understood to be expected of him within the club environment. Kelchtermans’ micropolitical perspective, Callero’s work addressing role and Groom et al.’s grounded theory were primarily utilised to make sense of Terry’s perceptions and actions. The findings point to the value of developing contextually grounded understandings of coaches’ uses of video-based performance analysis technology. Doing so could better prepare coaches for this aspect of their coaching practice.     

蔬菜栽培课程产学合作教育的实践与思考

选择具有日光温室、塑料大棚、中棚及露地等多种生产方式，蔬菜种类较多，面积较大，种植蔬菜历史较长，交通便利的村寨作为蔬菜栽培课程产学合作教育的基地。把学生分配到农户，每户3～4名学生为一组，与蔬菜生产实际紧密结合，让学生接受培养土的配制，种子处理与播种，苗床管理，定植，田间管理及嫁接育苗等环节的训练。结果表明：学生获得了两个层面的训练。在第一个层面上，学生熟练掌握了蔬菜栽培基本环节的技术要求和要领，动手能力得到明显提高，培养了学生的基本技能；在第二个层面上，学生掌握了蔬菜设施栽培、无公害生产综合配套等高层次技术，培养了学生综合技术应用能力。今后应特别注意学生和生产者(企业或农户)的双向参与，信息的双向传递，学校与生产者(或企业或农户)双赢，以及培养学生创新能力即第三个层面的训练。     

青少年体力活动干预新方式——体感游戏对青少年身体活动的影响分析

体感游戏作为体育运动与电子科技的结合产品,对其在青少年体力活动干预方面的研究有重要意义。研究从体力活动的促进、能量消耗、运动康复、社会价值以及心理效应等方面对体感游戏进行分析,发现体感游戏对青少年体力活动有明显促进作用,能满足其锻炼的需求,且对青少年心理健康具有积极地影响,能作为青少年体力活动干预的有效手段之一。     

自动装配生产线教学演示系统设计研制

在对国内外同类系统进行分析研究的基础上，结合自动化装配实际工程设计方法，设计研制了一套集多种自动化装配过程于一体的自动化生产线教学演示系统，可用于机电类专业多门课程的教学与实训，为后序开发生产机电一体化，自动装配生产线等领域的教学系统奠定了基础。     

建筑工程专业生产实习教学改革研究

生产实习是建筑工程专业教学过程中的重要环节。文章阐述了生产实习的重要意义，结合生产实习的特点，论述了集中实习与分散实习相结合的教学改革模式。教学实践证明，这一组织形式取得了比较好的教学效果。