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1 – 10 of 832The current study aims to examine how media ownership, media usage and attention to advertising vary among urban and rural children in Mainland China and also to collect…
Abstract
Purpose
The current study aims to examine how media ownership, media usage and attention to advertising vary among urban and rural children in Mainland China and also to collect information about the contexts of media usage and time spent on various activities including media usage.
Design/methodology/approach
A survey of 1,977 urban and rural children ages six to 13 in the four Chinese cities of Beijing, Guangzhou, Nanjing and Shanghai, and in the rural areas of the four provinces of Heilongjian, Hubei, Hunan, and Yunnan, was conducted in March 2003 to May 2004. Questionnaires were distributed through 16 elementary schools and local researchers were selected and trained to administer the data collection.
Findings
Media ownership and media exposure were high for television, children's books, cassette players, VCD players and radios among both urban and rural samples. In general, media ownership, exposure and usage were higher among urban children than among rural children. However, television ownership and television exposure were slightly higher among rural children than among urban children. The urban‐rural gap between media ownership and media exposure was more prominent for new media such as DVD and computer/internet. Chinese children had low to medium attention to advertising. Rural children reported a higher attention to television commercial than urban children, while urban children reported a higher attention to other forms of advertising than rural children. Media usage by sex and by age group was also reported.
Research limitations/implications
Three of the four surveyed urban cities were highly advanced in terms of their economies and advertising development compared with all other Chinese cities.
Practical implications
The study should serve as an advertising media‐planning guideline for marketers and advertisers in China. It can help marketers select the right type of media to reach a specific age‐sex profile of urban and rural Chinese children. Television, the internet and children's print media can be good potential media for promotion to urban children. TV, children's books, cassette tapes, VCDs and radios can be good potential media for promotion to rural children.
Originality/value
This paper offers insights for designing media strategies to disseminate market information to urban as well as rural children in China.
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This study investigates household access to traditional and new media, media exposure, time spent on media and other activities, and attention to advertising among rural children…
Abstract
Purpose
This study investigates household access to traditional and new media, media exposure, time spent on media and other activities, and attention to advertising among rural children in mainland China.
Design/methodology/approach
A survey of 1,008 rural children ages six to 13 in four Chinese rural provinces was conducted in March 2003. Questionnaires were distributed through elementary schools. The number of students in each school varied from 150 (in Heilongjiang) to 575 (in Yunnan). All the schools were situated in counties with population of less than 131,000. A national research company was appointed to administer the data collection.
Findings
Ninety‐eight percent of rural Chinese children have access to television and 71 percent have access to children’s books. Access to other broadcast and print media was under 50 percent. Most of the media consumption was in‐home. Rural children spent most of the time playing with friends, study and watching television. Older children spent more time on media and other activities than younger children. Boys spent more time on electronic games, radio and videotapes than girls. Respondents reported that they sometimes watched television commercials while they seldom attended to advertisements in all other media.
Originality/value
This paper offers insight to design media strategies to disseminate product information to rural children in China.
Details
Keywords
Lucy Asplin, Susan Black and Tammy Docherty
The first three prize‐winning entries in the 1993 Schools EssayCompetition are published in full. The three entries consider therelationship between versions of the same work in…
Abstract
The first three prize‐winning entries in the 1993 Schools Essay Competition are published in full. The three entries consider the relationship between versions of the same work in book form, films and other media with reference to a number of specific examples. Each entry also draws general conclusions on the nature of the different media and presents opinions on their relative success.
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Suggests that the restructuring of the European‐owned consumerelectronics industry, and the relocation of manufacturing plants withinEurope, will inevitably affect the…
Abstract
Suggests that the restructuring of the European‐owned consumer electronics industry, and the relocation of manufacturing plants within Europe, will inevitably affect the distribution of their products. Considers that the centralization of production capacity, and a move away from country‐by‐country operations, will require major adjustments to transport systems and that incomers may also need to establish new systems of delivery from their new manufacturing points. Examines the current logistics practices and future expectations of major consumer electronics manufacturers operating in Europe, in the context of intense competitive rivalry and changing market structures, using empirical data gathered from companies operating in France, the United Kingdom and West Germany. While there are national differences, the results indicate growing involvement of multiple retailers in the distribution of consumer electronic products, further contracting out of manufacturers′ logistical operations, and growing demands on all logistics systems as order lead‐times continue to shorten.
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Accountants in general are conservative by nature and consequently the innovation of a new, and in their experience untried, medium such as closed circuit television has to be…
Abstract
Accountants in general are conservative by nature and consequently the innovation of a new, and in their experience untried, medium such as closed circuit television has to be approached with some care lest it be discounted as a gimmick and its innovator regarded as some ‘Dr Cure‐All’ whose demise is imminent and whose ‘cures’ are worthless. However, it would be unfair to regard all accountants in this light and indeed a large proportion of them are used to giving a new approach at least a fair hearing.
In the last few months I have been to two major conferences on work study related topics. One was in Toronto, the other in Cambridge! It is interesting to note the differences…
Closed circuit TV can be used for the improvement of communications and not just as a means of security surveilance. A company's use of CCTV as a means of monitoring the loading…
Abstract
Closed circuit TV can be used for the improvement of communications and not just as a means of security surveilance. A company's use of CCTV as a means of monitoring the loading of goods for distribution is described. More users of CCTV, such as their use on critical sectors of the production process, are looked at. Through its employment the work‐load can be quantified, cost‐effectiveness can be monitored and incidents of breakdown can be examined. Employee opposition does not appear to be a huge problem. Some pointers to financing such acquisitions are given.
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GERRY WHEATLEY, PAUL SYKES, PETER POCKLINGTON, OWEN NORTHWOOD, ARTHUR MALTBY, ERIC HUNTER, NORMAN TOMLINSON, DON REVILL, NORMAN BESWICK, JON ELLIOTT and DON REVILL
SCHEMES FOR the national library services of developing countries make the British library world seem positively victorian by comparison. Two factors, however, are likely to be…
Abstract
SCHEMES FOR the national library services of developing countries make the British library world seem positively victorian by comparison. Two factors, however, are likely to be agents of change in the next few years. At the apex of the pyramid, the proposals for the British Library will rationalise the British Museum, the National Central Library, the National Lending Library for Science and Technology and the British National Bibliography complex. At more local levels, the re‐organisation of local government in England will ensure more effective provision of public library services under unitary control.
RECENTLY INTRODUCED or announced video systems have complicated an already complex field. Magnetic tape (sound and vision) video taperecorder systems are being marketed by Sony…
Abstract
RECENTLY INTRODUCED or announced video systems have complicated an already complex field. Magnetic tape (sound and vision) video taperecorder systems are being marketed by Sony, Matsushita and others from Japan, Ampex and AVCO from the USA, and by Philips and AEG Telefunken in Europe.
Teresa A. Mehring and Mirah J. Dow
A great deal has been learned about autism and childhood developmental disorders since the 1960s. No longer is the teaching of children with developmental disorders nebulous or a…
Abstract
A great deal has been learned about autism and childhood developmental disorders since the 1960s. No longer is the teaching of children with developmental disorders nebulous or a matter of guesswork,. The special education field has become better delineated, and its goals have been clarified. Teaching materials and techniques are constantly improving and expanding.In the 1960s, teachers had to teach children with autism with intuition and often with handmade materials (Cohen & Volkmar, 1997). Teachers now have textbooks and workbooks especially geared for students with developmental disabilities and autism, as well as other teaching aids such as computers, cassettes, television, videocassette recorders, and copying machines. A generation of teachers has developed and refined teaching approaches such as behavior modification, signing, inclusion, prevocational and vocational training, special physical education and special techniques for music, art, and recreation. Special educators have been joined by occupational therapists, physical therapists, music and dance therapists, and specialists in other disciplines. They all work together in addressing the difficult task of communicating with, enhancing the general learning potential of, and otherwise solving or alleviating developmental problems of children and youth with autism.The college student who today contemplates teaching children with autism has a good chance of making a realistic decision. A variety of classes and programs for individuals with developmental disabilities can be observed in private schools, public school general and special education programs, state sponsored service centers, and early intervention programs. From these observations, the aspiring future teacher can decide whether she or he has the capabilities and personality traits needed to be a successful teacher of individuals with autism.All the progress made in the past 25 years has still not made teaching an easy job. Anyone starting off on a career of teaching individuals with autism or other disabilities often feels lost, not knowing which way to turn, where to go, or what to do. Physical endurance, emotional stability, flexibility, ability and willingness to improvise, and respect for the value of one's own intuition are all needed to work with children who have developmental disabilities. Various methods of research, new interventions and treatments are becoming available. These methods will ultimately have an impact on teachers and teaching methods. Even now, they are raising questions and beginning to bring about change. The basic necessary approach to teaching, however, has not changed: each child's strengths must be analyzed and used.Children with autism present unique and challenging qualities for instruction. Hardman et al. (2000) summarized it well when they stated: “These students need creative and innovative teachers with positive attitudes” (p. 269). Preparing an increasing supply of well trained professionals to serve the needs of students with autism is, by any standard, a daunting challenge.