| Summary: | 碩士 === 國立臺北教育大學 === 課程與教學研究所 === 98 === There were three purposes of this action research study. The first was to document the development process of a media literacy instructional project, Deciphering TV commercial advertisements, based on the social action approach in the Integrative Activity learning area. The second was to investigate students’ change in terms of the cognitive, affective and action after implementing the project. And finally was to record the teacher’s reflection and professional development.
The subjects of this study were third grade students of a public elementary school in northern Taiwan. As the homeroom teacher of this class, the researcher guided students through learning/awareness, exploration/empowerment and civic action stages during fifteen sections. Students learned to decipher TV commercial advertisements on snacks and soft drinks. They adopted culture jamming as their civic action.
Data were collected through multi channels, such as a self-developed media literacy test, student interview outlines, classroom observation notes, document analysis as well as questionnaire to collect information. The major findings of the research were as follows:
1. It is highly feasible to design a media literacy instructional project based on the social action approach for third graders in the learning area of Integrated Activities.
2. Students made significant progress in the cognitive domain of TV commercial advertisements literacy. The affective and action instructional objectives were also achieved.
3. The researcher gained professional development through the development process and reflection.
Based on the results of this study, the researcher made some recommendations as follows:
1. Use social action approach to design the media literacy instructional projects.
2. Designing civic action is the major core of the social action approach.
3. Use the reference resources to empower teachers’ media literacy and culture jamming.
4. Find out the medium that has strong impacts on students and then design an instructional project to decipher it.
5. Use the Food and Drug Administration Q&A hotline and the authorized organization websites to find out the truth about the product advertised by TV.
Future researchers can explore to decipher different types of influential TV advertisements. They can also tackle the issue from finance and money management as well as human rights perspectives. In addition, students can develop their abilities of using media by designing advertisements to promote themselves, schools and communities.
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