A Study on Media Literacy for Fifth and Sixth Graders － An Example of Advertisement

• Main Authors: Wu,I-shan, 吳宜珊
• Other Authors: Chou,Pao-Nan
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/2rnm4f

碩士 === 國立臺南大學 === 教育學系課程與教學碩博士班 === 103 === This study aimed to explore fifth and sixth graders’ media literacy at Kaohsiung City in Taiwan. The study adopted survey methodology to collect required data by using a self-developed questionnaire. Research subjects were 575 elementary school students. Percent frequency, T-test, and H-test were used to analyze data. The findings showed that the media literacy of elementary school students situated in a medium-high level. In the survey parts, students scored the highest in "Access to the Media". The students had a good knowledge base about advertising, purpose of advertising, and the audience's interests, but showed limited knowledge in the advertisements' filming techniques, authenticity, and the processes of operating business. In addition, students’ gender, grade, school location, and socio-economic backgrounds did not influence their media literacy.