| Summary: | 碩士 === 國立臺北教育大學 === 教育傳播與科技研究所 === 97 === Abstract
From the teaching experience in an elementary school, the researcher found that students’ behavior is usually tied with TV programs and/or advertisements. Teachers and parents usually care the most about how much time children spend in watching TV, and whether or not the content of the program is appropriate. However, they often neglect how children react to commercials. To cultivate and assess students’ media literacy, the researcher designed a course called “Enter the Commercial” for the forth-grade students. By utilizing the public TV series “Mighty Media – Insight of advertisement” and teaching strategies such as group discussions and role playing, this course helped students to understand the potential approaches of advertising and further made them capable of processing the messages they received from the advertisements.
Through observation, survey, interview and self-reflection of thinking, the researcher collected and analyzed data from the experiment in a forth-grade class. Evaluation tests, which include the purpose of advertisement, the origination (i.e. the relationship between the host, agent and consumers), the producing of advertisement, and the advertising approach, were applied to the students before and after the course. Comparisons of the test results showed that the students’ awareness of advertisement was indeed improved after teaching them about media literacy. This course also helped students to further analyze which type of advertisements can draw their attentions easily.
In regard to the future research, the researcher suggests:
1. In order to collect more reference data, the sample size of the research may be increased.
2. Media literacy is a lifetime subject; the methodology based on the present conditions may be adjusted and applied to the teaching.
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