The Impact of Social Marketing on Revitalizationof Aboriginal Language - A Case Study of Aboriginal Regionin Taichung County,Taiwan

• Main Authors: MEI-HUI KAO, 高美惠
• Other Authors: HWANG HAOW
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/49508854881389841210

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 98 === Abstract The study aims to explore the impact of social marketing strategy on aboriginal language revitalization. Through understanding the students attitude toward and perception of the language learning, their opportunities in the frame of social marketing and hence their language proficiency, we can then estimate the impact of social marketing on language revitalization (indicated by a language test) directly and indirectly. We observed the aboriginal students from 4th grade to 12th grade in Taichung County and developed a specific questionnaire, using statistics software package to test the reliability and validity as research tool. 350 students were sampled, in which 300 samples were valid. The results shows: 1, the students tested demonstrate their high recognition on their mother tongue. 2, they show also positive reaction and higher recognition on the language revitalization. 3, there is a weak difference among age cohorts of the students. The length of language learning and their parents background have also very weak impact on their language learning performance. 4, Weak relations exist although the teachers expertise, teaching materials, or the participation attitude of the students could be different. 5, the promotion activity of "ethnic language certification" which plays a critical role for the rights and interests of the aboriginal students show its significant influence strikingly. 6. for the aboriginal students, the native language learning is obviously fulfilled as if it is only obligatory and would not become their daily content as a kind of lifestyle, thus make negative influences on language proficiency. Based on the research findings – the association of language learning performance of the aboriginal students in the frame of social marketing -- the study is in the hopes as references for the Government by decision making for language revitalization of the aboriginal peoples.