Edukacyjne implikacje technologii cyfrowych

W ciągu minionych trzech dekad świat radykalnie się zmienił. Jesteśmy świadkami transformacji od społeczeństwa przemysłowego do społeczeństwa informacyjnego. Jeśli chcielibyśmy określić tą zmianę jednym słowem byłoby nim: cyfryzacja. Początkiem było wynalezienie cyfrowego komputera, a później wszystkie stare analogowe formy medialne (tekst, dźwięk, obraz, film) reprezentowane poprzez ciągłe (analogowe) sygnały zostały zastąpione przez nowe postaci cyfrowe. Pojęcie cyfrowy oznacza, że dowolne informacje mogą być reprezentowana w formie ciągów liczb zapisanych w dwójkowym systemie liczbowym (jako ciąg znaków: 0 i 1). W artykule pokazujemy funkcjonalne ograniczenia mediów analogowych oraz rozważamy korzyści wynikające z cyfrowych reprezentacji różnych form informacji wskazując równocześnie zmiany jakie implikuje to dla procesu uczenia się i edukacji.

Relações Públicas: o articulador dos relacionamentos na cultura da convergência

The purpose of this research project is to analyze the Convergence Culture, a term coined by Henry Jenkins, to refer to the cultural transformation we are experiencing - people want to produce their own content, share their stories, expand their experiences and make connections to different platforms media. That is, individuals have changed their position once considered passive and accommodating to sustain an environment of intense involvement, construction and collective pursuit of new experiences. So that we could reach that culture converged, there was a paradigm shift from an asymmetric communication for communication increasingly bilateral. In this new scenario, communication to different audiences is based on a participatory and collaborative model in which organizations do not have absolute control over the media message. Therefore, this study tried to demonstrate what steps to be followed by public relations in convergence culture

Quel est le sens de l’équation "Le media est le message?

Il y a un malentendu en ce qui concerne l’expression « Le media est le message » de Marshall McLuhan, car l'on méprend le sens du mot anglais médium pour l’acception canadienne de média, comme dans l’expression mass media/médias de masse. Dans cet article, Mark Federman, nous apprend qu’un media est une extension de l’être humain et que le message est le changement que le media suscite dans notre environnement.

Quel est le sens de l’équation « Le media est le message ?

Il y a un malentendu en ce qui concerne l’expression « Le media est le message » de Marshall McLuhan, car l'on méprend le sens du mot anglais médium pour l’acception canadienne de média, comme dans l’expression mass media/médias de masse. Dans cet article, Mark Federman, nous apprend qu’un media est une extension de l’être humain et que le message est le changement que le media suscite dans notre environnement.

The Media is the Message?!

Diese Arbeit beschäftigt sich mit der grafischen Gestaltung von Mathematiklehrwerken und der damit verbundenen Wirkungen auf die SchülerInnen. Es wurde untersucht, welche Art von Gestaltungsaspekten in Schulbüchern eine positive Auswirkung auf die Lernmotivation hat. Im theoretischen Teil dieser Arbeit wird zunächst erläutert, wie der menschliche Wahrnehmungsapparat nach theoretischen Erkenntnissen aus der Wahrnehmungspsychologie visuelle Elemente wie Farbe und Form verarbeitet. Anhand gestaltpsychologischer und motivationspsychologischer Theorien werden mögliche Einflüsse und in diesem Zusammenhang bedeutungsvolle Aspekte aufgezeigt. Einzelne Funktionen und Wirkungsaspekte der einzelnen Medienbausteine wie Bild, Typografie und Bild-Text-Kombinationen werden anhand von Beispielen aus Mathematiklehrwerken dargestellt. Ein Exkurs über den vermehrten Einfluss der neuen Medien bei Kindern und Jugendlichen verdeutlicht, welche visuellen Medienerfahrungen Kinder und Jugendliche bei der Betrachtung eines Schulbuches mitbringen. Anschließend werden die erarbeiteten theoretischen Grundlagen in einer praktischen Arbeit genutzt. Eine exemplarisch ausgewählte Seite eines Mathematiklehrwerks werde unter verschiedenen gestalterischen Gesichtspunkten umgestaltet, so dass mehreren Varianten entstehen. Diese Entwürfe werden in einer qualitativen Studie mit einzelnen SchülerInnen diskutiert. Die Ergebnisse der aufgezeichneten Interviews wurden durch die Auswertungsmethode des zirkulären Dekonstruierens auf die aufgeworfenen Forschungsfragen untersucht und ausgewertet.

A strategy for making media

It’s never been easier for rights advocates to create and distribute their own media productions, using text, audio, video and the internet. Rights advocates can make media to raise awareness about an issue, to convey new information that is not in the public domain, or to mobilise people to take action. However, careful planning, in the form of a strategy document, is essential to ensure that the media you make genuinely contributes to reaching your advocacy goals. Whether you are an individual rights advocate, a group or an organisation, this chapter will take you through the steps involved in creating a strategic plan for making any kind of media as part of a campaign or project.

AITPM Email Newsletter Volume 0902, February 2009: Presidents Message

President’s Report Hello fellow AITPM members, Welcome to the first edition of the AITPM National Newsletter for 2009! I trust we all had a relaxing break and managed to lose track of all things transport for just a little while. I know I had trouble doing so when hunting for a car space at the shopping centre, and experiencing new projects such as the Tugun Bypass – the new gateway between New South Wales and Queensland. Byron Bay is now as close as Noosa for those high profile beach goers of Brisbane. There was also my experience of the reduced posted speed of 90km/h on the Bruce Highway around the troublesome Gympie stretch, when returning from a short Fraser Coast holiday. I expect that this relatively inexpensive safety improvement will pay substantial dividends in terms of crash reduction. The Newsletter took its annual leave last month and is refreshed and ready for a new year to keep us all informed of the latest in traffic and transport engineering, planning and management. I would like to take this opportunity to acknowledge the ongoing significant contributions of many volunteers in the Newsletter’s production. Mr Andrew Hulse, AITPM’s Immediate Past National President, serves as the Editorial Coordinator on behalf of the Institute. Each Branch Committee also includes a Newsletter Coordinator and committee members frequently contribute as well. And the ongoing contributions of readers enable us to offer the Newsletter as a vehicle for dialogue and debate around our sector. If you would like to contribute please email AITPM’s administration officer Josephine Mitton at aitpm@aitpm.com or through your local Branch Committee. I would also like to welcome back on deck our Editor, Mr David Brown of Driven Media, who creates a fantastic package for us each month. Lastly, members would have received the Call for Papers for the AITPM 2009 National Conference, Traffic Beyond Tomorrow, to be held at the Adelaide Convention Centre between 5 – 7 August. Abstracts will be accepted up to 20 February 2009. We look forward to seeing everyone at this, our flagship event for the year. To all a good year ahead, Jon Bunker Post Script: We all will have seen through the media the enormous scale and nature of the two natural disasters Australia is experiencing at present. AITPM’s thoughts are with all of those members, family and friends who may be experiencing hardship as a result of the Victorian bushfires and North Queensland floods. AITPM is a not for profit organisation however the National Executive has taken the decision to donate in measure to the Red Cross Victorian Bushfire Disaster Relief fund and the Queensland Premier’s Disaster Relief fund as a gesture to support our fellow Australians in their time of need. Details about these funds can be found via the Victorian and Queensland Governments’ websites.

A new protest movement: Flexn your message through dance

Flexing, or Flex, is a street dance style that originated in Jamaica in the 1990s and grew up on the streets of Brooklyn, East New York. Performed to dancehall and reggae music, it has since evolved into a protest movement - an avenue for “flexors” to rally against social injustice, police brutality and racism.

?Minorities with a Message?: The Beveridge Report on Broadcasting (1949?1951) and Wales

Medhurst, J. (2008). 'Minorities with a Message': the Beveridge Report on Broadcasting (1949-51) and Wales. Twentieth Century British History. 19(2), pp.217-233. RAE2008

The emotional structure of the advertising message in radio

Radio advertising is suffering from a remarkable crisis of creativity as it has yet not found its role in a radio model based on voice locution and information genres. This article suggests the need for implementing a peripheral or heuristic strategy to attract and hold listeners’ attention. Within this framework, the narration and scene representation are proposed as suitable persuasion techniques. The objective is to design a useful conceptual tool for an efficient creative conception of narration at the service of certain commercial strategy. First, the concept of narrative persuasion is grounded according to the possibilities of the sound code. Second, the keys of scene representation and commercial strategy (brand, product, advantage, benefit and target) within the sound message are presented. And third, these keys are articulated in a model. This model is pre-tested by means of analyzing eight different case-radio ads.

Farm Programmes of Electronic Media: A Comparative Study of Audience Perception in Kerala

Farm communication and extension programs are vital part of the farm development attempts. Electronic media plays a major role in farm extension activities. Kerala, the consumer state, which was a complete agricultural state in pre-independence period, is the sprouting land of agricultural extension and publication activities in print media. Later AIR (All India Radio) farm programs and farm broadcasting of Doordarshan enriched the role of electronic media in farm extension activities. The media saturated southern state of India received this new electronic media farm communication revolution whole heartedly. However, after 1990, Kerala witnessed a flood of private T V channels and currently there are 24 channels in this regional language, named Malayalam. All major news and entertainment channels are broadcasting farm programs. Farm programs of AIR and Doordarshan, broadcasted in Malayalam language, have been well accepted to the farmers‘ in Kerala. However, post-independence period, witnessed the formation of Kerala state in Indian Union and the first ballot-elected communist Government started its administration. After the land reform bills, the state witnessed a gradual decrease in agricultural production. Even if it is not reflected much in the attitude and practices of farm community and farm broadcast of traditional electronic broadcasting, a change is observable after the post-liberalization era of India. Private Television channels, which were focused on entertainment value of programs, started broadcasting farm programs and the parameters of program production went through certain changes. In this situation, there is ample relevance for a study about the farm programs of electronic media in terms of a comparative study of audience perception. The study is limited in the state of Kerala as it is the most media saturated state in India. The study analyzes the rate, nature and scope of adoption of farming methods transmitted through electronic media (T.V. and Radio) in Malayalam language.All kinds of Farm programs including comprehensive program serials, success stories, seasonal cropping methods, experts opinion, been analyzed on the basis of the following objectives.  To find whether propagating new farm methods through farm programs in electronic media or the availability of adequate infrastructure and economic factors make a farmer to adopt a new farming method.  To find which electronic media has more influence on farmers to adopt agricultural programs.  To find which form of electronic media gets better feedback from farmers  To find out whether the programs of T.V. or Radio is more acceptable to farmers than the print media.  To find whether farmers gets the message through their preferred medium for the message. The researcher recorded opinions from a panel of agricultural officers, farm Information officers, agro extension researchers and experts. According to their opinions and guidelines, a pilot study is designed and conducted in Kanjikuzhy Panchayath, in Alappuzha district, Kerala. The Panchayath is selected by considering its ideal nature of being the sample for a social Science research. Besides, the nature of farming in the Panchayath, which devoid of the cultivation of cash crops also supported its sample value. As per the observations from the pilot study, researcher confirmed the Triangulation method as the methodology of research. The questionnaire survey, being the primary part contained 42 Questions with 6 independent and 32 dependent variables. The survey is conducted among 400 respondents in Idukki, Alappuzha and Pathanamthitta districts considering geographical differences and distribution of different types of crops. The response from a total of 360 respondents, 120 from each district, finally selected for tabulation and data analysis.The data analysis, based on percentage analysis, along with the results from focus group discussion among a selected group of 20 farmers, together produced the results as follows. Farmers, who are the audience of farm programs, have a very serious approach towards the medium. They are maintaining a critical point of view towards the content of the programs. Farmers are reasonably aware about the financial side of the programs and the monitory aspirations of both private and Government owned Television channels. Even though, the farmers are not aware on the technical terminology and jargons, they have ideas about success stories, program serials and they are even informed about channels are not maintaining an audience research section like AIR. Though the farmers accept Doordarshan as the credential source of farm information and methods, they are inclined to the entertainment value of programs too. They prefer to have more entertainment value for the programs of Doordarshan. Surprisingly, they have very solid suggestions on even about the shots which add entertainment value to the farm broadcasting methods of Doordarshan. Farmers are very much aware about the fact that media is just an instrument for inspiration and persuasion. They strongly believe that the source of information and new methods is agricultural research and an effective change happens only when there are adequate infrastructure and marketing facilities, along with the proper support from Government agricultural guideline and support systems like Krishi Bhavans. They strongly believe that media alone cannot create any magic in increasing agricultural production. Farmers are pointing out the lack of response to the feedback and queries of farmers on farming methods, as an evidence for the difference in levels of commitment of Government and private owned Television channels.Farmers are still perceiving AIR farm programs are far more committed to farmers and farming than any other electronic medium. However, they are seriously lacking Radio receivers with medium wave reception facility. Farmers perceive that the farming methods on new crops are more adoptable than the farming methods of traditional crops in both private and Government owned Television channels. There are multiple factors behind this observation from farmers. Farmers changed in terms of viewing habits and they prefer success stories, which are totally irrelevant and they even think that such stories encourage people to go for farming and they opined that such stories are good sources of inspiration. However, they are all very much sure about the importance and particular about the presence of entertainment factor even in farm programs. Farmers expect direct interaction of any expert of the new farming method to implement the method in their agriculture practices. Though introduction of a new idea in the T.V. is acceptable, farmers need the direct instruction of expert on field to start implementing the new farming practices Farmers still have an affinity towards print media reports and agricultural pages and they have complaints to print media on the removal of agricultural information pages from news papers. They prefer the reports in print media as it facilitates them to collect and refer articles when they need it. Farmers are having an eye of doubt about the credibility of farm programs by private T.V. channels. Even if they prefer private Television channels for listening and adopting new farming methods and other farm information, they scrutinize programs to know whether they are sponsored programs by agrochemical or agro-fertilizer manufacturer.

Social media como estrategia digital para el lanzamiento de la nueva línea de cremas de la marca HINDS

La publicidad en una empresa suele ser la parte más costosa para promover el producto y además suele ser de gran impacto y corta duración o de poco impacto pero con una duración mayor. La publicidad tradicional es de fácil monitoreo, pero predecible en algunos casos, ya que su divulgación está ligada a quién y cómo se dirijan los esfuerzos de las marcas por dar a entender su idea principal. La razón de un negocio es vender y perdurar en el tiempo por lo que es fundamental tener una manera efectiva de dar el mensaje, mostrar y recordar un producto. La experiencia de compra y la experiencia de uso son aspectos decisivos en el momento de volver a comprar, pero aún más importante, es la fidelidad del individuo ya que puede producir un gran impacto en los otros consumidores que tienen en cuenta las opiniones de los demás compradores. La publicidad nos da un gran campo de acción e innovación, el cual debemos explotar de manera inteligente y estratégica, siendo claros a la hora de transmitir el mensaje y generando un estrecho canal de comunicación en el que no existan barreras que dificulten la comprensión del mensaje a transmitir. Es acá donde las empresas se dan cuenta que es fundamental conocer cuáles son los aspectos favorables al difundir información, como en este caso sería la gente bien relacionada en el eje central de las redes sociales que van a acoger un producto y promoverlo ampliamente entre las personas de su círculo social. Por esta razón decidimos escoger las redes sociales como la mejor estrategia digital para el nuevo lanzamiento de cremas corporales de la marca Hinds.

Personalized Communications : A Cross Media tool for the future

Personalized communication is when the marketing message is adapted to each individual by using information from a databaseand utilizing it in the various, different media channels available today. That gives the marketer the possibility to create a campaign that cuts through today’s clutter of marketing messages and gets the recipients attention. PODi is a non-profit organization that was started with the aim of contributing knowledge in the field of digital printingtechnologies. They have created a database of case studies showing companies that have successfully implemented personalizedcommunication in their marketing campaigns. The purpose of the project was therefore to analyze PODi case studies with the main objective of finding out if/how successfully the PODi-cases have been and what made them so successful. To collect the data found in the PODi cases the authors did a content analysis with a sample size of 140 PODi cases from the year 2008 to 2010. The study was carried out by analyzing the cases' measurable ways of success: response rate, conversion rate, visited PURL (personalized URL:s) and ROI (Return On Investment). In order to find out if there were any relationships to be found between the measurable result and what type of industry, campaign objective and media vehicle that was used in the campaign, the authors put up different research uestions to explore that. After clustering and merging the collected data the results were found to be quite spread but shows that the averages of response rates, visited PURL and conversion rates were consistently very high. In the study the authors also collected and summarized what the companies themselves claim to be the reasons for success with their marketing campaigns. The resultshows that the creation of a personalized campaign is complex and dependent on many different variables. It is for instance ofgreat importance to have a well thought-out plan with the campaign and to have good data and insights about the customer in order to perform creative personalization. It is also important to make it easy for the recipient to reply, to use several media vehicles for multiple touch points and to have an attractive and clever design.