连接与共创:行业转型下的学科生态重构——基于社交媒体时代美国广告教育的研究
|
摘要
社交媒体时代,新广告形态凭借交互性和精准性的优势迅速崛起,带来广告业的大变革。美国广告教育者紧跟业界变化,积极探索培养目标、教学模式、教学方法的变革,将社交媒体引入课堂,实现了"真实世界"与教学环境的融合,教学对象与技术工具的连接,以及教育与行业的价值共创。
In the era of social media, the new advertisement form rapidly rises with the advantages of interactivity and accuracy, bringing about the great revolution of the advertising industry. American advertising educators keep up with the changes in the industry, and actively explore the reform of training objectives, teaching modes and teaching methods. They introduce social media into classrooms, and realize the integration of the "real world" and teaching environment, the connection of teaching objects and technical tools, and the co-creation of values between industry and academia.
In the era of social media, the new advertisement form rapidly rises with the advantages of interactivity and accuracy, bringing about the great revolution of the advertising industry. American advertising educators keep up with the changes in the industry, and actively explore the reform of training objectives, teaching modes and teaching methods. They introduce social media into classrooms, and realize the integration of the "real world" and teaching environment, the connection of teaching objects and technical tools, and the co-creation of values between industry and academia.
引文
[1]《2017年Q4社交媒体广告》,http://blog.sina.com.cn/blog_9227b25e0102xd0p.htm,2018年1月9日访问
[2]Social Media Update 2016[EB/OL],http://www.pewinternet.org/2016/11/11/social-media-update-2016/,2016年11月11日访问
[3]Antony Mayfield,What is Social Media,[EB/OL],Icrossing.co.uk/ebooks
[4]IAB/PwC,Internet Ad Revenue Report,HY2015
[5]Socia Media Ads[EB/OL],http://www.useit.com.cn/thread-15206-1-1.html
[6]《2017:外媒眼中的全球社交媒体营销五大趋势》,http://www.myzaker.com/article
[7]Campbell,Colin,Leyland F.Pitt,Michael Parent,and Pierre R.Berthon,2011."Understanding Consumer Conversations around Ads in a Web 2.0World."Journal of Advertising 40,87-102
[8]Pehlivan,Ekin,Funda Sarican,and Pierre Berthon,2011,"Mining Messages:Exploring Consumer Response to Consumer vs.Firm Generated Ads",Journal of Consumer Behavior 10,313-321
[9]eMarketer,《2017年社交媒体营销趋势分析》,http://www.199it.com/archives/545966.html
[10]Armano,D.Six Social Media Trends for 2010,http://blogs.hbr.org/cs/2009/11/six_social_media_trends.html
[11]《在线社交媒体如何影响人们的搜索方式》,http://www.olinetwork.com/?p=1528
[12]Johnson,P.M,&Jones,S.K.,Beyond the banner:Teaching powerful creative techniques in digital marketing,Journal of Advertising Education,2001,14(1)
[13]Hyoungkoo Khan,Eyun-Jung Ki,Lan Ye,Social Media Research in Advertising,Communication,Marketing,and Public Relations,1997-2010,Journalism&Mass Communication Quarterly
[14]Hyoungkoo Khang,Eyun-Jung Ki,Lan Ye,Social Media Research in Advertising,Communication,Marketing,and Public Relations,1997-2010,Journalism&Mass Communication Quarterly
[15]Granitz,N.,&Koernig,S.K.Web 2.0 and marketing education:Explanations and experiential applications.Journal of Marketing Education,2011,33(1),57-72
[16]LinkedIn(领英),全球最大职业社交网站,是一家面向商业客户的社交网络(SNS)
[17]Kerpen,C,Is social media a career?[Blog post],Forbes.com,http:////www.forbes.com//sites//carriekerpen//2013//07//25//is-social-me-dia-acareer//#50cb8efb1d74,2013,July 25
[18]Social Media Update 2016[EB/OL].http://www.pewinternet.org/2016/11/11/social-media-update-2016/,2016年11月11日访问
[19]《2016年社交媒体五大发展势》,http://www.199it.com/archives/428760.html
[20]Ross,B.I.,et al,Advertising Education:Yesterday-Today-Tomorrow,Lubbock,TX:Advertising Education Publications,2016,42
[21]Quesenberry A.K,The Times Are Changing.Is It Time to Change Your Major,Journal of Advertising Education,2012,16(2),97-101
[22]Golombisky.K,Integrating public speaking into the advertising curriculum,Journal of Advertising Education,2013,22(1),123-133
[23]John J Cronin,Teaching ROI Analysis in an Era of Social Media,Journal of Advertising Education,2014,18(2),28-35
[24]陈新民,《应用型本科的课程改革:培养目标、课程体系与教学方法》,《中国大学教学》2011年第7期,第27-30页
[25]Gaudino、James,"Grass-Roots and Inter-Disciplinarian:A Study of Advertising Agency Recruiters'Perceptions of the Value of Undergraduate Advertising Education,"in Proceedings of the American Academyof Advertising,John D.Leckenby,ed,Austin:The University of Texas at Austin,1988,68-73
[26]Storify是一款聚合、筛选社交媒体信息并"新闻化"的工具
[27]Kinsky,EmilyS,"This Means War:Using an Advertising War Room Simulation to Teach Social Media Skills,Journal of Advertising Education19,no.1,2015,1-35
[28]Amy Struthers.Experiential Education in a Student-Run Startup:A Case Study of a For-Profit For-Credit Advertising Agency.Developments in Business Simulation and Experiential Learning,Volume 43,2016,47-52
[29]Lepi,K.How social media is being used in education[Blogpost],http://bluesyemre.Com,2013年10月31日访问
[30]Ojeda-Zapata,J.Twitter means business:How microblogging can help or hurt your company.Cupertino,CA:Happy About,2008
[31]Helena Czepiec、Frank Bryant、Juanita Roxas,TeachingStudents How To Create Viral Advertising/Marketing:A Case Study,Journal of Advertising Education,2013,16(1),37-44
[32]Wassell、Beth and Crouch,Corey(2008).Fostering Connections Between Multicultural Education and Technology:Incorporating Weblogs Into Preservice Teacher Education,Journal of Technology and Teacher Education,2016,2,211-232
[33]Kelly、Lynne、Keaten、James A、Finch、Cynthia,Reticent and Non-Reticent College Students Preferred Communication Channels for Interacting with Faculty.Communication Research Reports,2004,21(2),197-209
[34]Davis,J.R,Interdisciplinary courses and team teaching:New arrangements for learning.Phoenix,AZ:American Council on Education and the Oryx Press,1995
[35]Dreyfus,H.L,On the Internet.New York:Routledge,2001
[36]George Anghelcev,The impact of extrinsic incentives on students'willingness to volunteer as peer mentors:Implications for advertising education,Journal of Advertising Education,2013,5-12
[37]Deborah H.Lester,Social Media:Changing Advertising Education.Online Journal of Communication and Media Technologies Volume,2012年1月2日访问
[38]Mayfield,Antony"What is Social Media iCrossing,United Kingdom,http://www.iCrossing.com/ebooks,2007
[2]Social Media Update 2016[EB/OL],http://www.pewinternet.org/2016/11/11/social-media-update-2016/,2016年11月11日访问
[3]Antony Mayfield,What is Social Media,[EB/OL],Icrossing.co.uk/ebooks
[4]IAB/PwC,Internet Ad Revenue Report,HY2015
[5]Socia Media Ads[EB/OL],http://www.useit.com.cn/thread-15206-1-1.html
[6]《2017:外媒眼中的全球社交媒体营销五大趋势》,http://www.myzaker.com/article
[7]Campbell,Colin,Leyland F.Pitt,Michael Parent,and Pierre R.Berthon,2011."Understanding Consumer Conversations around Ads in a Web 2.0World."Journal of Advertising 40,87-102
[8]Pehlivan,Ekin,Funda Sarican,and Pierre Berthon,2011,"Mining Messages:Exploring Consumer Response to Consumer vs.Firm Generated Ads",Journal of Consumer Behavior 10,313-321
[9]eMarketer,《2017年社交媒体营销趋势分析》,http://www.199it.com/archives/545966.html
[10]Armano,D.Six Social Media Trends for 2010,http://blogs.hbr.org/cs/2009/11/six_social_media_trends.html
[11]《在线社交媒体如何影响人们的搜索方式》,http://www.olinetwork.com/?p=1528
[12]Johnson,P.M,&Jones,S.K.,Beyond the banner:Teaching powerful creative techniques in digital marketing,Journal of Advertising Education,2001,14(1)
[13]Hyoungkoo Khan,Eyun-Jung Ki,Lan Ye,Social Media Research in Advertising,Communication,Marketing,and Public Relations,1997-2010,Journalism&Mass Communication Quarterly
[14]Hyoungkoo Khang,Eyun-Jung Ki,Lan Ye,Social Media Research in Advertising,Communication,Marketing,and Public Relations,1997-2010,Journalism&Mass Communication Quarterly
[15]Granitz,N.,&Koernig,S.K.Web 2.0 and marketing education:Explanations and experiential applications.Journal of Marketing Education,2011,33(1),57-72
[16]LinkedIn(领英),全球最大职业社交网站,是一家面向商业客户的社交网络(SNS)
[17]Kerpen,C,Is social media a career?[Blog post],Forbes.com,http:////www.forbes.com//sites//carriekerpen//2013//07//25//is-social-me-dia-acareer//#50cb8efb1d74,2013,July 25
[18]Social Media Update 2016[EB/OL].http://www.pewinternet.org/2016/11/11/social-media-update-2016/,2016年11月11日访问
[19]《2016年社交媒体五大发展势》,http://www.199it.com/archives/428760.html
[20]Ross,B.I.,et al,Advertising Education:Yesterday-Today-Tomorrow,Lubbock,TX:Advertising Education Publications,2016,42
[21]Quesenberry A.K,The Times Are Changing.Is It Time to Change Your Major,Journal of Advertising Education,2012,16(2),97-101
[22]Golombisky.K,Integrating public speaking into the advertising curriculum,Journal of Advertising Education,2013,22(1),123-133
[23]John J Cronin,Teaching ROI Analysis in an Era of Social Media,Journal of Advertising Education,2014,18(2),28-35
[24]陈新民,《应用型本科的课程改革:培养目标、课程体系与教学方法》,《中国大学教学》2011年第7期,第27-30页
[25]Gaudino、James,"Grass-Roots and Inter-Disciplinarian:A Study of Advertising Agency Recruiters'Perceptions of the Value of Undergraduate Advertising Education,"in Proceedings of the American Academyof Advertising,John D.Leckenby,ed,Austin:The University of Texas at Austin,1988,68-73
[26]Storify是一款聚合、筛选社交媒体信息并"新闻化"的工具
[27]Kinsky,EmilyS,"This Means War:Using an Advertising War Room Simulation to Teach Social Media Skills,Journal of Advertising Education19,no.1,2015,1-35
[28]Amy Struthers.Experiential Education in a Student-Run Startup:A Case Study of a For-Profit For-Credit Advertising Agency.Developments in Business Simulation and Experiential Learning,Volume 43,2016,47-52
[29]Lepi,K.How social media is being used in education[Blogpost],http://bluesyemre.Com,2013年10月31日访问
[30]Ojeda-Zapata,J.Twitter means business:How microblogging can help or hurt your company.Cupertino,CA:Happy About,2008
[31]Helena Czepiec、Frank Bryant、Juanita Roxas,TeachingStudents How To Create Viral Advertising/Marketing:A Case Study,Journal of Advertising Education,2013,16(1),37-44
[32]Wassell、Beth and Crouch,Corey(2008).Fostering Connections Between Multicultural Education and Technology:Incorporating Weblogs Into Preservice Teacher Education,Journal of Technology and Teacher Education,2016,2,211-232
[33]Kelly、Lynne、Keaten、James A、Finch、Cynthia,Reticent and Non-Reticent College Students Preferred Communication Channels for Interacting with Faculty.Communication Research Reports,2004,21(2),197-209
[34]Davis,J.R,Interdisciplinary courses and team teaching:New arrangements for learning.Phoenix,AZ:American Council on Education and the Oryx Press,1995
[35]Dreyfus,H.L,On the Internet.New York:Routledge,2001
[36]George Anghelcev,The impact of extrinsic incentives on students'willingness to volunteer as peer mentors:Implications for advertising education,Journal of Advertising Education,2013,5-12
[37]Deborah H.Lester,Social Media:Changing Advertising Education.Online Journal of Communication and Media Technologies Volume,2012年1月2日访问
[38]Mayfield,Antony"What is Social Media iCrossing,United Kingdom,http://www.iCrossing.com/ebooks,2007