A Study of Media Literacy of Elementary School Teachers and Their Perception of School Marketing in Taipei City

• Main Authors: Yu-Chung Chang, 張佑仲
• Other Authors: San-Chi Huang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/99580674853103803838

碩士 === 國立臺北教育大學 === 教育政策與管理研究所 === 98 === The study aims to investigate the current situactions of media literacy of elementary school teachers and their perception of school marketing in Taipei city, the differences of media literacy of elementary school teachers from different backgrounds and their perception of school marketing , and the relationship of media literacy of elementary school teachers and their perception of school marketing. The study intends a self-compiled questionnaire “Questionnaire of media literacy of elementary teachers and their perception of school marketing in Taipei city” as the survey instrument. The survey regards the teachers who serve in 141 elementary schools in Taipei city as the population, and uses the mothed of multi-stage random sampling to sample 570 elementary school teachers in 45 elementary schools. From the random sampling, 470 were valid for the study. The statistics methods including descriptive statistics, factor analysis, reliability analysis, t-test, One-way ANOVA, Pearson correlation,and multiple stepwise regression were employed to analyze in data processing. Several conclusions have been obtained as follows: 1.The elementary school teachers in Taipei city have a higher degree of media literacy. The teachers’ scores on“analyse of media organization”was the highest, and “influence the media and access to the media”was the lowest. 2.The differences analyse of media literacy of elementary school teachers from different backgrounds variables. (1)The male teachers’ scores on analyse of media organization, influence the media and access to the media dimension, and the whole were higher than female teachers’. (2)The graduate teachers’ scores on understanding the media message, analyse of media organization, influence the media and access to the media dimension ,and the whole were higher than college teacher’. (3)The 41-50-year-old teachers’ scores on influence the media and access to the media dimension were higher than above 50-year-old teachers’. (4)The teachers with different teaching seniority scored to reach to no significance differences on anyone dimension and the whole of media literacy. (5)The director teachers’ scores on influence the media and access to the media dimension ,and the whole were higher than grade teacher’. The director teachers’ scores on analyse of media organization, reflect the meaning of audience dimension ,and the whole were higher than grade and specialist teacher’. (6)The teachers who have been participated in the related seminars have higher scores on anyone dimension and the whole of media literacy than those who have never been participated in the related seminars. (7)The teachers in different school location scored to reach to no significance differences on anyone dimension and the whole of media literacy. (8)The teachers in different school size scored to reach to no significance differences on anyone dimension and the whole of media literacy. 3.The elementary school teachers in Taipei city have a higher degree of perception of school marketing. The teachers’ scores on“interactive marketing”was the highest, and“external marketing”was the lowest 4.The differeces analyse of perception of school marketing of elementary school teachers from different backgrounds variables. (1)The teachers in different gender scored to reach to no significance differences on anyone dimension and the whole of school marketing. (2)The graduate teachers’ scores on internal marketing, external marketing dimension and the whole were higher than college teacher’. (3)The teachers in different age scored to reach to no significance differences on anyone dimension and the whole of school marketing. (4)The teachers with different teaching seniority scored to reach to no significance differences on anyone dimension and the whole of school marketing. (5)The director teachers’ scores on internal marketing, external marketing dimension, and the whole were higher than grade, specialist, leader teacher’. The director teachers’ scores on interactive dimesion were higher than specialist teacher’. (6)The teachers who have been participated in the related seminars have higher scores on anyone dimension and the whole of school marketing than those who have never been participated in the related seminars. (7)The teachers in southern, western and north district scored higher on external marketing dimension than those in east district. (8)The teachers in different school size scored to reach to no significance differences on anyone dimension and the whole of school marketing. 5.The relationship between media literacy of elementary school teachers and their perception of school marketing. (1)The correlation between media literacy of elementary school teachers and their perception of school marketing is ranged from moderate positive correlation to a low degree of positive correlation. (2)The prediction between media literacy of elementary school teachers and their perception of school marketing is rage from 10% to 35%. Finally, according to the above findings, this study provided suggestions which could be referred to educational administrative organizations, elementary schools, teachers and further researchers.