國小學童廣告媒體素養調查及其對課程設計的啟示

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題名:
國小學童廣告媒體素養調查及其對課程設計的啟示
著者: 王純慧; Wang, Chun-hui
徐綺穗; Chi-Sui Hsu; 教育學系課程與教學碩士班
主題: 課程設計; 媒體素養; 廣告; curriculum design; media literacy; advertising
描述: 本研究目的在瞭解國小學童之廣告媒體素養，同時探討學童之個人背景變項與其廣告媒體素養間的差異，並探究調查結果對媒體素養課程設計之啟示。本研究利用問卷調查法，採自編之「國小學童廣告媒體素養調查問卷」為研究工具，以高雄市公立國民小學之四年級與六年級學童為調查對象，採分層隨機抽樣方式進行調查，共計抽樣 15 所學校，得有效樣本 715份。再以spss10.0統計軟體進行平均數、標準差、平均數差異考驗、單因子變異數分析等統計方法，對研究資料進行統計分析。本研究結果如下：一、高雄市國小學童的廣告媒體素養屬中上程度，各層面的得分由高至低依序為「影響和近用媒體」、「反思閱聽人的意義」、「分析媒體組織」、「思辨媒體再現」、「瞭解媒體訊息內容」。二、國小學童之廣告媒體素養會隨性別、年級、家庭狀況及父母親的教育程度等個人背景變項不同而有顯著差異。最後，除了探究調查結果對媒體素養課程設計的啟示外，亦提出相關建議，作為推行媒體素養教育之相關人員及後續研究之參考。
The purpose of this study was to investigate the advertising literacy for elementary school students, and analyze the difference between them. The tool of this study was “Elementary school students’ advertising literacy survey questionnaire” ,and sample from fourth graders and sixth graders in Kaohsiung City’s elementary school were surveyed using this questionnaire. The data were analyzed and presented by t-test and one –way ANOVA.The conclusions of this study were summarized as follows:1. Advertising literacy for Kaohsiung City’s elementary school students was above average, the score of every perspective from high to low was “the influence and access media”,” reconsidering reads listens to person’s significance”, “the analysis media organization “, “criticize media representation”, “the understanding media news content”.2. There was a significant difference of the gender, the grade , the description of the family and the education background for parents on advertising literacy for elementary school students.According to the results, suggestions for relevant people to carry out media literacy education ,and future research were offered.
碩士
建立日期: 2009
格式: 121 bytes
text/html
語言: 中文
識別號: http://nutnr.lib.nutn.edu.tw/handle/987654321/2050
資源來源: NUTN IR

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國小學童廣告媒體素養調查及其對課程設計的啟示

王純慧; Wang, Chun-hui 徐綺穗; Chi-Sui Hsu; 教育學系課程與教學碩士班 2009

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