The Study on the Effectiveness of a Fourth-Grade Media-Literacy Course Utilizing Taiwan Public Television Series “Mighty Media - Insight of Advertisement”

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...

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Main Authors: MingShan Li, 李明珊
Other Authors: Jenyi Chao
Format: Others
Language:zh-TW
Published: 2009
Online Access:http://ndltd.ncl.edu.tw/handle/22958011993715748074
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spelling ndltd-TW-097NTPTC6200162016-12-10T04:11:28Z http://ndltd.ncl.edu.tw/handle/22958011993715748074 The Study on the Effectiveness of a Fourth-Grade Media-Literacy Course Utilizing Taiwan Public Television Series “Mighty Media - Insight of Advertisement” 公視「別小看我」節目運用在國小四年級媒體素養學習成效探究-以「慧眼看廣告」主題為例 MingShan Li 李明珊 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. Jenyi Chao 趙貞怡 2009 學位論文 ; thesis 120 zh-TW
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language zh-TW
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sources NDLTD
description 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.
author2 Jenyi Chao
author_facet Jenyi Chao
MingShan Li
李明珊
author MingShan Li
李明珊
spellingShingle MingShan Li
李明珊
The Study on the Effectiveness of a Fourth-Grade Media-Literacy Course Utilizing Taiwan Public Television Series “Mighty Media - Insight of Advertisement”
author_sort MingShan Li
title The Study on the Effectiveness of a Fourth-Grade Media-Literacy Course Utilizing Taiwan Public Television Series “Mighty Media - Insight of Advertisement”
title_short The Study on the Effectiveness of a Fourth-Grade Media-Literacy Course Utilizing Taiwan Public Television Series “Mighty Media - Insight of Advertisement”
title_full The Study on the Effectiveness of a Fourth-Grade Media-Literacy Course Utilizing Taiwan Public Television Series “Mighty Media - Insight of Advertisement”
title_fullStr The Study on the Effectiveness of a Fourth-Grade Media-Literacy Course Utilizing Taiwan Public Television Series “Mighty Media - Insight of Advertisement”
title_full_unstemmed The Study on the Effectiveness of a Fourth-Grade Media-Literacy Course Utilizing Taiwan Public Television Series “Mighty Media - Insight of Advertisement”
title_sort study on the effectiveness of a fourth-grade media-literacy course utilizing taiwan public television series “mighty media - insight of advertisement”
publishDate 2009
url http://ndltd.ncl.edu.tw/handle/22958011993715748074
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