3 resultados para Media planning

em CentAUR: Central Archive University of Reading - UK


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This paper examines everyday living room interactions in which teenage household members conduct `tactical' play in order to temporarily gain access to, and disrupt, the dominant, domestic codes of living room media. The practices of individuals are interpreted, through Michel de Certeau's language of `tactics', as struggles or a series of opportunistic actions which can often reforge these codes of living, precisely because the house `rules' are not fixed or deterministic in practice. In these tactical performances of self, the use of media is enmeshed in a host of situated and symbolic action, reaffirming how media and face-to-face interactions are multiply and closely entwined in everyday living room life. This video ethnographic work examines such instances of teenagers appealing to `house' rules and demonstrating domestic helpfulness in order to gain access to media, and the tethering of media to objects through the routine practice of `markers' and `stalls'.

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This article examines how political discourse, language ideologies, recent Chinese curriculum reforms, and their representations in the media are inextricably related. Using the Speak Mandarin Campaign as background for the inquiry, I focus on textual features of the various media sources, TV advertisements, campaign slogans, official speeches, and newspaper excerpts to illuminate the status and changing role of the Chinese language in Singapore’s sociocultural, economic, and political development. Using critical discourse analysis as an analytical framework, I examine the contradictory ideologies that underpin the government’s language policies and planning activities. On the one hand, the government emphasizes the cultural and economic values of the Chinese language; on the other hand, government schools teach Chinese as a subject. In particular, the recent reforms in Chinese language curriculum have arguably further diluted the content of teaching. In addition I point out how conflicting ideologies behind language policies can lead to cultural confusion and educational uncertainty. These mixed messages make it difficult for schools to offer a consistent language education curriculum that will help students appreciate the value, be it economic, cultural or educational, of the Chinese language.