现代花瓶或贤妻良母——当代中国电视广告中的女性形象综述

“现代花瓶和贤妻良母”是当今电视广告塑造的两类形象。传媒对女性的歧视和扭曲透露出强势的男权意识，其深远影响不言而喻。本文在综合历年对性别形象研究的成果基础之上，从性别呈现、性别解读、性别歧视根源以及性别影响等四个方面全方位解读电视广告中的女性形象。     

Disaggregating food consumption parameters : Designing targeted nutritional interventions

This article is concerned with a new nutritional intervention strategy, which is based on the belief that malnourished people eat different types of food to the well-nourished. The calculation of disaggregated food consumption parameters can identify ‘inferior’ food commodities; and the subsidization of these commodities will target intervention to those most in need. The effectiveness of this policy depends on the understanding of its theoretical basis. The author introduces the policy maker to this by reviewing the theoretical basis for consumption analysis, and then several key studies.     

Concept Mapping as a Means of Evaluating Primary School Technology Programmes

Concept mapping provides a means for teachers and pupils to represent their understanding of an area of knowledge. It has been used as a planning tool by teachers to identify a framework of specific concepts and their propositions within a topic, as an assessment tool and as a means of collaborative sharing of knowledge. Information from two primary schools would also suggest that it can be used as a means of evaluating a school programme of primary technology. Research into people's perceptions and attitudes to technology indicated that there were a number of concepts and propositions associated with this field of study. A variety of groups of people including primary children were asked to describe what they understood to be technology and this information was constructed into a concept map format. The two schools described in the study had different programmes to deliver technology within the curriculum area of environmental studies. The first school had a planned programme of technology which was taught by the head teacher of the school. The second school had technology taught by class teachers, running as a thread throughout the environmental studies programme. In the first case the children knew when they were engaged in a technological task whereas in the second case the technology was implicit and the children were not necessarily aware of any specific subject area. The children's perceptions of technology and their attitudes towards it were analysed with reference to the constructed concept map. In the school where there were specifically programmed technological tasks, the children indicated that their understandings of technology were focused towards the design process; they identified technology as designing, making, problem solving and generating ideas. In relation to the Scottish curriculum their knowledge was concentrated in the area of the outcome entitled 'Understanding and Using the Design Process'. Children in the second school indicated that their understanding of technology was related to objects including computers and new inventions. This demonstrated that their ideas were mostly linked to the outcome entitled 'Understanding and Using Technology in Society'. It can be argued that in order to have a comprehensive understanding of technology the children should have knowledge and understanding of both outcomes. In the light of the results the head teachers of the respective schools decided to look more closely at their programmes in order to find out what modifications might be made. The head teacher of the first school decided to question the children more closely because he was aware of some attitudinal difference between the boys and the girls. He has now decided to do some further research in his school to see what changes need to be made. The head teacher of the second school is about to embark on a complete review of her school technology programme. The results of the research would suggest that concept mapping in the suggested form is a possible tool for evaluation of primary school technology prorammes. However this was only a small case study and further research would have to be done to provide more substantial evidence.     

Regulation of the Canadian cable industry: A comparative analysis

The Canadian and US cable television industries have similar economic characteristics and market structures, yet each has a distinct mix of programme services and a different history of development. These differences are largely due to a different economic status in each country, cultural peculiarities and contrasting theories of regulation. The US regulatory environment is gradually moving toward a laissez-faire market approach while in Canada more traditional and formal rules still apply which constrict economic behaviour. This difference in regulatory philosophy is most evident in the treatment of pay television. Canadian regulatory policy has given rise to rules which are at variance with economic incentives and efficiency.     

University spin-off programmes: How can they support the NTBF creation?

University researchers create technological opportunities that give rise to NTBF. The commercialization process of these opportunities is very complex, thus requiring universities to have programmes to support it (USOP). In this research 37 Spanish programmes, and 20 spin offs created with the support of the Technological University of Catalonia’s USOP (Innova Programme), have been examined. The study describes the technological opportunity creation, recognition and exploitation processes, and classifies the factors that determine it. Finally, the study develops a four-action-line-model that contributes to better understand how the activities carried out by USOPs minimize the barriers for spin off creation.     

电视产业的集团化模式初探

文章探讨了电视产业发展的历史过程及存在的问题,阐述了集团化发展的必要性和可行性及基本原则和目前常见的电视产业集团化模式。     

Setting priorities in farm animal conservation choices--expert opinion and revealed policy preferences

We consider the choice of farm animal breeds for conservationprogrammes. An expert survey among breed societies and scientistsand the analysis of past decisions in EU member countries toenter breeds into conservation programmes show differences inthe valuation of breed characteristics. Whereas both sets ofactors value diversity aspects as well as cultural and economicaspects of breed conservation, policy makers, in comparisonwith experts, seem to be less concerned about true extinctionrisk. The results suggest broadening the discussion about theconservation of animal genetic resources to aspects preservingsocietal and cultural resources.     

The development of a questionnaire assessing metacognitive patterns of students majoring in accounting in higher education

This paper reports on the process of developing and pilot testing a new questionnaire—the Metacognitive Pattern Indicator (MPI)—to identify metacognitive patterns of accounting students. Metacognitive patterns are a construct that encompasses meta programmes and other theoretical frameworks, the measurement of which can improve metacognition of students in higher education. The MPI was completed by a pilot sample of 207 accounting and 655 non-accounting students in a UK university. Survey-based student evaluation of the MPI indicated that students found the questionnaire to be easily accessible, confirming it can be completed and the results interpreted without any need for specialist training. Follow-up interviews with 15 students indicate that the MPI increased metacognitive awareness and improved understanding of factors that impact on students' learning. Statistical analysis revealed alpha coefficients greater than 0.7 for seven pattern variables and greater than 0.52 for a further 13 of the 24 variables, confirming that further research is needed to improve reliability. Exploratory factor analysis, based on the more reliable scale items, revealed conceptually logical combinations or ‘profiles’ of patterns. Some interesting statistically significant (P < 0.01) differences were identified between metacognitive pattern scores of accounting students and other groups of students.     

The Effects of Current Market Forces on the Impact of a TV Commercial in Creating Persuasion

Abstract

The present study investigates the extent to which extenuating factors (excluding those produced by the commercial) affect the extent to which an advertisement is both persuasive and eventually engenders persuasion. The authors collected data from over 5,000 television commercials in the United States, and identified the existing market structure (e.g., brand share, number of competing brands, brand loyalty) surrounding each item at the time the product was advertised, in an effort to separate the effects of the advertisement from the effects of pre-existing market forces on persuasiveness. The results demonstrate that the combined pre-existing market forces have a greater impact on a commercial's ability to persuade than does the message or creativity in the advertisement itself. However, when pre-existing market forces between two products were similar, a creative advertising campaign was still identified as important in producing persuasion. Marketing strategy implications are discussed.