Adolescent Reading/Viewing of Advertisements: Understandings from Transactional and Positioning Theory

Autor/inn/en	Begoray, Deborah; Higgins, Joan Wharf; Harrison, Janie; Collins-Emery, Amy
Titel	Adolescent Reading/Viewing of Advertisements: Understandings from Transactional and Positioning Theory
Quelle	In: Journal of Adolescent & Adult Literacy, 57 (2013) 2, S.121-130 (10 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1081-3004
DOI	10.1002/JAAL.202
Schlagwörter	Early Adolescents; Advertising; Media Literacy; Focus Groups; Student Journals; Grade 7; Middle School Students; Critical Thinking; Decision Making; Teaching Methods; Models; Language Arts; Health Education; Qualitative Research; Integrated Curriculum + Suchen Sie Ihr Suchwort? Werbung; Media skills; Medie competence; Medienkompetenz; Studentenzeitung; School year 07; 7. Schuljahr; Schuljahr 07; Middle school; Middle schools; Student; Students; Mittelschule; Mittelstufenschule; Schüler; Schülerin; Kritisches Denken; Decision-making; Entscheidungsfindung; Teaching method; Lehrmethode; Unterrichtsmethode; Analogiemodell; Sprachkultur; Gesundheitsaufklärung; Gesundheitsbildung; Gesundheitserziehung; Qualitative Forschung
Abstract	We examined middle years adolescents' (ages 12-13) responses to reading and viewing advertisements as part of integrated language arts and health education lessons. We report here on the qualitative results from student and teacher focus groups, and from student journals. Three regular classroom teachers co-developed (with university researchers) and then delivered ten media literacy lessons to three classes of grade seven students. Findings include how students learned to analyze advertisements and think more critically by designed ads which satirized original ads. We saw also that students' informed decision making resulted in both acceptance and resistance of media messages. We conclude that transactional reading models and positioning theory may provide teachers with a valuable foundation upon which to base pedagogy designed to help adolescents' understanding and evaluation of advertisements. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10