Category Archives: Education

Posts about education in general.

What is Experiential Learning?

What is experiential learning? This article describes this learning approach, presents a model of how it works and gives an example. It also enumerates the four steps of the learning process and the elements needed for learners to gain knowledge.

What is Experiential Learning?

Experiential learning is founded on the idea that learning takes place among students by giving them the experience to do what is expected of them. Kolb (1984) defines learning as “the process whereby knowledge is created through the transformation of experience.” It does not follow the conventional one-way lecture approach where students become passive listeners. Learning takes place when students desire to gain the knowledge they seek. Thus, teachers need to guide students through the process of learning by experience.

The philosophy behind experiential learning is that students learn best when allowed to discover new things and experiment on the outcomes of an action firsthand, instead of just hearing or reading about the experiences of others. Students learn after they have reflected on their experiences, with the end in view of doing it better the next time they engage in such activity.

Model of Experiential Learning

The desire to learn varies among individuals. Hence, experiential learning focuses on the individual’s learning process.

Let us see how experiential learning takes place by presenting a model. A model is a representation of what scientists think about how it works. One of the popular models of experiential learning is that of Kolb (1984). The four-step experiential learning model is presented in the figure below.

what is experiential learning
Experiential learning model by Kolb (1984).

How is the model applied in real life situations? The following example will show how this model works.

Example of Experiential Learning

I employ experiential learning whenever a software application interests me. Being an open source enthusiast, I studied Lyx, an advanced open source document processor running on Linux. Nobody in my work environment knows how to use Lyx, so I learned by discovery.

Once the software has started, I just typed on the document processor and used the menu by clicking on it and selecting from the dropdowns. I discovered that a button, for example, sets the font in Italic in a way different from the word processors that I use. As the I go through the whole process, I discovered many other things or features of the software. Thus, I learn more things as I reflect on the effects of my action and apply what I have in mind.

Using the model, the following are the four steps of the learning process:

  1. Concrete experience: booting up the computer, installing Lyx, and opening the software for actual use;
  2. Active experimentation: playing with the menus;
  3. Reflective observation: discovering that the Menu labeled Edit contains the command to change the default font to italic, bold, among others,
  4. Abstract conceptualization: figuring out the use of other menus using the experience gained.

Elements of Experiential Learning

Experiential learning takes place even without a teacher around. However, learning becomes much more meaningful if the learner possesses the following characteristics:

  1. willing to engage actively in the activity,
  2. reflects on the experience,
  3. uses analytical skills, and
  4. able to decide and solve problems using new ideas gained from experience.

References

Kolb, D. (1984). Experiential learning as the science of learning and development. Prentice-Hall. 256pp.

University of Colorado (n.d.). What is experiential learning.  Retrieved on July 22, 2017 from http://www.ucdenver.edu/life/services/ExperientialLearning/about/Pages/WhatisExperientialLearning.aspx

Cite this article as: Regoniel, Patrick A. (July 22, 2017). What is Experiential Learning?. In SimplyEducate.Me. Retrieved from http://simplyeducate.me/2017/07/22/what-is-experiential-learning/

Consumer Behavior Analysis on Locally Produced Rice: A Suggested Conceptual Framework

One of the readers — Adwoa — requested help on consumer perception about locally produced rice after reading the post titled “Conceptual Framework: A Step-by-Step Guide on How to Make One.” This issue falls under the purview of consumer behavior analysis.

How would she come up with her conceptual framework? What are the variables she should take into consideration?

I do not exactly know why she decided to pick this topic. Perhaps she wants to know the consumers’ buying behavior in her place. It is possible that the main issue she is trying to resolve has something to do with consumer rice preference.

Thus, in framing the research issue, it is important to define the intention. What does the researcher want to achieve at the end of the study? Hence, the objectives of the study must be clear.

For discussion purposes, I presume that Adwoa would like to know if significantly more consumers in her locality buy rice produced in other places than locally-produced rice. Specifically, she might want to find out if there is a preference for imported rice. Thus the objective is:

Find out if imported rice is preferred over locally-produced rice.

To make clear the issue, let us state the problem in question form. Hence, the question that will guide our thinking shall be:

Problem Statement: Are there more people buying imported than locally-produced rice?

Consumer Behavior Analysis Framework for the Study

The variable in question must be identified to understand consumer behavior.  A variable is an entity that takes on different attributes.

In our example, the variable is the source of rice, i.e., whether it is local or imported. These attributes are textual, meaning, they do not show values but just categories. Thus, the consumer is presented with only two options: to buy local or imported rice.

A research hypothesis, represented by Ha, can then be drawn:

Ha: Significantly more consumers buy imported rather than locally-produced rice.

The researcher conceptualizes that the consumer’s decision to buy depends on whether the source of rice is local or imported. Perhaps, what prompted Adwoa to conduct the study is her observation that demand for imported rice is high as evidenced by a greater volume of consumption of that type of rice.

The type of data gathered in this study is referred to as frequency data. A simple Chi-square Goodness-of-Fit test will show if more people buy (or prefer) imported to local rice.

If for example, the proportion of randomly selected people buying imported rice versus local rice in a population of 100 is 80:20, apparently it shows that more people buy imported rice than local. However, if the proportion is something like 56:44, will you conclude in the same way? That data requires statistical analysis. The Chi-square goodness of fit test takes care of that.

If indeed the consumers prefer imported to local rice, then Adwoa might wonder and ask: “Why do people prefer imported rice?” Thus, the factors that affect the choice of rice type may be explored.

The conceptual framework to guide the study might look like this:

consumer behavior analysis
Suggested conceptual framework for rice preference.

Why include age, gender, and economic status in the picture? As a researcher, Adwoa might have noticed that most of those who buy rice are young, females, and belong to the higher echelon of society. Perhaps these factors may have influenced the decision to buy imported rice.

The alternative hypothesis (Ha) for the study at this stage, therefore, will be:

Ha: Age, gender, and economic status determine rice preference.

But do age, gender, and economic status determine rice preference? Before finalizing her conceptual framework, Adwoa may review the literature on consumer behavior analysis first to find out if somebody has done a similar study. If she does find related studies, then she can cite those studies to strengthen further or enhance the conceptual framework.

Analyzing the relationship between profile and preference requires a good knowledge of the appropriate statistical test. Thus, building the conceptual framework in this instance requires the guidance of a statistician or at least a working knowledge of statistics.

Consumer behavior analysis can thus guide policy makers in drawing out policies to guide local consumers. Preference for imported rice can affect local farmers and the local economy in general. Hence, research lends help to policy making.

©2017 P. A. Regoniel

Cite this article as: Regoniel, Patrick A. (July 20, 2017). Consumer Behavior Analysis on Locally Produced Rice: A Suggested Conceptual Framework. In SimplyEducate.Me. Retrieved from http://simplyeducate.me/2017/07/20/consumer-behavior-analysis/

The Importance of Time Management and Exercise

My designation to a higher position impacted on the rank of this site. I could not write just like before as my tasks zap my energy to levels that prevent me from writing online. But I need to make updates or new blogs to keep this site going and at least maintain its rank and audience. The importance of time management comes into the picture.

Being designated a higher position next to the highest position in the organization means having to contend with so many administrative tasks — tasks that require an entirely different work atmosphere that left me very little time to do research work.

The Importance of Time Management

But is time an issue? Is it not because of how we handle time?

Despite the heavy workload, I was able to do some tasks related to at least two research projects specifically on human waste management and the time-consuming systems analysis of water pollution in El Nido, a popular tourist destination in the northern part of Palawan Island. Two other projects on community empowerment and a book project on endangered species of wildlife await. Earlier, I finished a book project on endemic, charismatic and amazing wildlife of Palawan where I live.

I once felt overwhelmed, incompetent and guilty of not being able to do what I should do in the projects where I am involved. But upon reading a book on time management titled “Effective Time Management” by John Adair, I changed my perspective.

the importance of time management
Mind map of time management (Jean-Louis Zimmermann 2008).

I discovered that I am using my time optimally, meaning, I should not feel guilty of not being able to do what I need to do.  Using Time Tracker, a free software I use in Zohrin, a Linux distribution, I realized that I am not wasting any time at all. I just need to prioritize my work. And of course, I also need rest to let my brain take and body take much-needed rest.

Time for Exercise

Indeed, the work that I do is stressful, but I cope up with regular one to two hours of exercise in the morning. This time is allocated specifically for this purpose. I give premium to exercise as I found out that my stresses are gone after I finish my two or three-mile run. In fact, I have run four 10Ks in the past two years. My best time so far is 1 hour and two minutes last April. I hope to get a sub-hour on my next run, or I might as well try the 21K. Running this distance without stopping is a product of regular 2-3 mile runs for the past four years. Running at least three times a week made this possible.

As workers, how can exercise help us? According to Mochon, Norton, and Ariely (2008) regular activities like exercise, give positive boosts that bring higher well being. Incremental boosts provided by training had a cumulative positive impact on well-being.

Hence, don’t underestimate the importance of time management particularly including exercise in it. Exercise reduces not only stress but also improves learning and mental performance (Cotman and Berchtold, 2002). Regular physical exertion enables researchers to do more mental work and face all work tasks with a general feeling of well-being. It must be an integrated part of your time management program.

References

Cotman, C. W., & Berchtold, N. C. (2002). Exercise: a behavioral intervention to enhance brain health and plasticity. Trends in neurosciences, 25(6), 295-301.

Mochon, D., Norton, M. I., & Ariely, D. (2008). Getting off the hedonic treadmill, one step at a time: The impact of regular religious practice and exercise on well-being. Journal of Economic Psychology, 29(5), 632-642.

Research Design: A Simplified Definition for Beginning Researchers

What is a research design? To understand what these two words mean, there is a need to have a clear understanding of what is “research” and “design.”

This brief article defines the research design and its role in preparing a good research paper.

The Meaning of Research Design

As Zigmund (1999) puts it, research literally means “to search again.” It means the researcher has to look again at existing information to explain a subject or topic of interest. There is a need to know more about a given phenomenon in all its dimensions.

The design is essentially a plan to show the final product even before it is built or made. An example is a house’s “blueprint” that describes the details of how a building should look.

research design analogy
An example of a blueprint.

Thus, bringing together these two concepts, research design is the plan that guides data collection to achieve the objectives of research, i.e., to generate new information based on existing ones. The plan details the procedure and instruments for data collection, how the variables associated with the phenomenon should be measured, and the statistical analysis to be applied to the data obtained.

The plan should systematically answer the problem statement or research questions. A one-to-one correspondence between problem statement and the instruments or methods to use to resolve the problem avoids missing out the required data for analysis.

A matrix or a table with headings such as problem statement, data collection instrument, and statistical analysis ensures efficient collection of data (see table below). Gathering data more than is needed is both costly and time wasting. And gathering less than required data prevents meaningful analysis thus failure to address the research problem.

Problem StatementData Collection InstrumentStatistical Analysis
What is the profile of coastal residents living within the government defined tsunami danger zone?Survey formDescriptive statistics
How shall local government units respond to tsunami if it does occur?Key informant interviewNone required; qualitative
What is the expected tsunami inundation area?GIS modeling softwareNone required

Researchers, therefore, should not start their study without adequately figuring out what type of data or information is needed to meet the objectives of their research. Failure to do so means unnecessarily spending more time and money in conducting the investigation. The probability of making illogical or irrelevant conclusions will be high.

Reference

Zikmund, W. G. (1999). Essentials of marketing research. South Western Educational Publishing.

Cite this article as: Regoniel, Patrick A. (February 12, 2017). Research Design: A Simplified Definition for Beginning Researchers. In SimplyEducate.Me. Retrieved from http://simplyeducate.me/2017/02/12/research-design/

Crabbing: A Sustainable Livelihood in the Coasts of Magsaysay

Crabbing is an exciting activity I happen to witness during my recent trip to the remote island of Cuyo, a volcanic island between the islands of Palawan and Panay in the Philippines (Figure 1). This article describes the activity and provides insights for conservation and management of natural resources.

Cuyo Islands
Figure 1. Cuyo archipelago

Dodokon: The Intriguing Crab Species

As part of my task in a United Nations Development Program (UNDP) project, I lectured on the value of biodiversity to human life. A workshop followed the speech where the participants coming from five communities in the municipality of Rizal identified economically important species in their respective barangays. They plotted these resources on maps attached to the walls of the lecture hall.

I noticed several unfamiliar words stuck on resource map of participants coming from Barangay Rizal. They drew and pasted on the map a crab species unknown to even a colleague living in the place and me. It’s remarkable how the locals can discriminate certain species of crabs and give them unique names. They call the crab “dodokon.” Collecting dodokon forms part of their crabbing activity during low tide.

Intrigued how “dodokon” looks like, I told Marge, the director of the campus, that I would like to make a tour along the coast to document the species. It also presents an opportunity to use my newly cleaned Leica D-vario lens that had been kept for years after I inadvertently submerged it in the water while crossing a river during one of my field trips. She arranged for an early morning trip to a nearby sea grape farm about three kilometers away from our quarters.

Crabbing Tour

It was almost seven o’clock in the morning when my colleagues and I made a quick visit of the latô (sea grape) farm in Barangay Rizal, Magsaysay in the island of Cuyo. The school driver brought us in the appointed place in less than 15 minutes. A tour guide met us upon arrival and walked with us to the shore.

We waited a moment and realized that only one raftsman was around to give us a tour of the latô farm. My colleagues suggested that I take the first raft and start the tour as I still have a meeting at 9 o’clock with research coordinators of the extramural campus of our university. As research director, they need my guidance on the new research agenda of the university.

I thought that Elmer, the raftsman, will bring me around the intricate arrangement of latô enclosures. But around mid-way of the trip through the murky waters, he told me to stand back at the other end of the raft, about three meters from the rear end. The purpose is to achieve balance in the flimsy bundle of bamboo poles. He placed a large stone on his side and submerged half his body into the muddy substrate then wore an improvised swim googles to see underwater. I thought he was collecting sea grapes but learned later that he was collecting crabs as he tossed several crabs into a plastic pail while navigating the shallow waters.

What’s inside the pail? It’s the dodokon (see below).

crabs
Crabs (dodokon) collected from the murky waters of Rizal.

Crabbing as a Sustainable Livelihood for Coastal Fisherfolks

Crabbing is a sustainable source of food for the fisherfolks of Rizal as they wait for their latô farms to produce enough volume for commercial purposes. As long as the habitat is undisturbed, the muddy areas next to the mangroves can yield an unending supply of crabs to meet subsistence needs. In mangrove areas next to polluted bays or estuaries, subsisting on such crabs will make one cringe. Crabs are filter feeders and contaminated organic substances may contain toxins that can threaten human life through the process of bioaccumulation.

The residents of Rizal are fortunate because they still have pristine mangrove forests free from pollutants. Houses on stilts just like those found in urban areas are nowhere in sight. One can still enjoy the crunchy, dodokon delicacy just like the one we consumed when we dined back in our base.

crab meal
A crunchy, breaded meal of dodokon concluded our day.

Doctoral Thesis: Working Your Way Out

What attitude should you adopt in writing a doctoral thesis? Is it all too difficult? Here are five tips to get you going.

Writing a doctoral thesis is one of the most challenging tasks a graduate student would have to face in the course of completing a graduate degree. What are the challenges associated with doctoral thesis writing? I narrate my experience as I worked my way through the hurdles of the graduate school.

Give Up or Go On?

One of the professors I hold in awe and respect highly told everyone in class that pursuing a degree in the graduate school is not an easy path to take. There will be times you would want to give up and be free of the many demands of graduate study. He advised us to just “Go on and don’t be discouraged because depression is a normal part of a graduate student’s life.”

His words rung in my mind each time I feel like giving up. Much more so when I plunged deep into the water and looked up and around the blue waters surrounding me. I was assessing the status of coral reefs in selected spots in two bays. I was looking into the congruence of community perception on adjacent coral reefs with the “true” situation of their reefs verified by actual physical assessment of its condition.

Deep down in seawater at about 30 to 60 feet, I reflected upon myself: “What the hell am I doing here, swimming like a fish when I am a human being who should naturally be walking on land!” I am engaging in something unnatural. Humans are not meant to be in the depths of the sea. All of these I do for the sake of science, of trying to support the argument of my doctoral thesis. I felt like giving up.

But a doctoral thesis requires a more intelligent and rigorous inquiry into the unknown (see the difference between a master’s degree and a doctoral degree’s approach to the phenomenon). There should be a difference between a doctoral thesis and a master’s thesis. And I have to do something groundbreaking. At least that’s what I thought it should be.

doctoral thesis
Thesis defense, or offense?

Writing the Doctoral Thesis: Five Tips

So how can a Ph.D. candidate cope up with the challenges associated with the writing of a doctoral thesis? How can one cope up with the many and never ending manuscript editing woes?

Remember that writing a doctoral thesis is not your most amazing work. It is a prelude for you to appreciate and critically inquire into the theories that are never perfect. You can blaze a path of your own and be known in a niche you can best excel in.

How can you best cope with the task of finishing your doctoral thesis? Here are five suggestions to help you out of your predicament:

  1. Make sure you select an adviser who has a good reputation in your field. A good mentor produces good mentees.
  2. Be very clear about your intention in writing the doctoral thesis. An excellent review of the literature will help you clarify the issue that bogs your mind.
  3. Be brave to change your topic if the path you take gets too messy. Writing the doctoral thesis is done in partial, not full, fulfillment of the course requirements. Don’t aim towards perfection as that means more time and effort that may not be needed.
  4. Don’t force yourself too hard when you are not in the mood to write. Take a break. I did by playing a computer game all day long.
  5. Schedule your work and do a little at a time when your mind is not functioning at its peak. But compensate when you are in the mood. Do things gradually and you will accomplish a great deal. Just be consistent.

The point of the whole matter is that once you decide to go for a doctoral degree, there are some sacrifices to be made. No pain, no gain.

The What and The Why of OBE

This article explains the nature and features of OBE. It further explains the differences among outcome-based, outcomes-based, and the outcomes-based teaching and learning (OBTL). If you are a  teacher or a student in tertiary education, this article is for you.

To adequately address the needs of education in the 21st Century, schools must be OBE. But what is OBE? Is it outcome-based or outcomes-based? Is there a difference between the two? Since OBE is used in different ways, it becomes very confusing (Biggs & Tang, 2007).

The Nature and History of OBE

Many think that outcomes-based education and competency-based education are the same. But that is not the case because the competency-based education is only an example of OBE.

Outcomes are bigger than competencies, and when we say competencies, they are referred to the skills (narrow competencies) that the school would like to develop among the students, so competency-based education is commonly used in vocational and technical education.

To avoid confusion, let’s discuss the three types of OBE.

The Three Types of OBE

The first type is the Outcome-based Education (the singular form). It was proposed by William Spady in 1994 to have an individualized program for disadvantaged school students, which he called as the outcome-based education. He used “targets” for each student so that he/she can achieve some success, and these targets include values components (outcomes). As a result, several Australian State Education Departments adapted the Spady Model, but not all the values components (outcomes) were taken to respect other cultures and religions.

The second type is the plural form or the Outcomes-based Education. This term originated from the Accountability Movement in the USA (the Ewell and Managerial Models). Of this type, outcomes are at institutional level, and this is the type of OBE that exists in higher education. The academic institution must think and decide the kind of outcomes that they want their graduates to possess upon completing a particular course or degree program. The chosen outcomes must consist of the averaged student performances and other kinds of institutional outcomes that are required by the accrediting bodies. Now, how can the institutions be an OBE compliant? The outcomes statements must be institutional. It is proper that an institution must have institutional outcomes first. If the institutional outcomes are clear, then the program or course outcomes can be crafted based on the institutional outcomes. Likewise, the number of program and course outcomes should be limited only to 5 or 6. If there are too many, it is impossible to align the teaching/learning activities and assessment tasks to each program/course outcomes and to attain those outcomes.

The aims of the outcomes-based education are to meet the accreditation requirements or quality assurance and to address the needs of stakeholders like employers and policymakers. Thus, many universities around the globe are required to submit themselves for accreditation and quality assurance because it becomes mandatory to countries that are signatories in the Washington Accord and Bologna Accord.

The third type is the Outcomes-Based Teaching and Learning (OBTL from Dearing Report, 1997). Outcomes are defined specifically to enhance the teaching and assessment to avoid a mismatch between what we test and what we assess. There are three essential features of OBTL.

Three Essential Features of OBTL

First is the Intended Learning Outcomes (ILOs). To have ILOs, there must be an outcome statement. According to Biggs & Tang (2007), this is a statement of how we would recognize if or how well students have learned what is intended they should learn, not a prompt list of topics for teachers to “cover” in a curriculum which simply means that the students have learned what we want them to learn and do. However, there are occasions in which the students are so advanced and intelligent. They are capable of doing things that are not part of the ILOs. As teachers, what should we do? Are we going to punish the students by deducting some points from their grades? No, because good teachers always allow it. Thus, students are not only assessed (tested) on what they can do. They can also be assessed on the “unforeseen outcomes (unintended) but desirable ones.

Secondly, teaching should be done to increase the potential of most students to achieve those outcomes. How can we do this? Let the students engage in learning activities that directly link to achieving the intended outcome. They need to be active learners by not giving too many lectures in class.

Lastly, there is a need to assess how well the outcomes have been achieved. In this feature, traditional test in an invigilated exam room is not the best way in assessing outcome. So, avoid using paper and pencil tests like multiple choice, true or false, matching types and others. Some of the best ways to assess the outcomes are through authentic assessment, and performance-based assessment which can be done manually or with the use of technology (digital or online assessments) that are valid and reliable.

With the paradigm shift (from time-based to outcomes-based), the changing scene in higher education is being felt around the world, along with the factors affecting the teaching and learning process.

Three factors affect the teaching and learning process. First is the levels of engagement with the level of learning activity required to achieve the ILOs in particular content and context.

In the traditional classroom, students are only asked to memorize, take down notes, describe and explain (low level). But in the 21st Century Education, students must be taught on how to relate, apply and make their own theories (theorizing) which are high levels of engagement.

An example of this is the problem-based learning. Likewise, it is suggested that to achieve the ILOs, the learning activities must be ranged from describing, explaining, relating, applying, and theorizing to make the students become active learners (Biggs & Tang, 2007).

Next is the degree of learning-related activity that a teaching method is likely to stimulate. This concern is more challenging to the teachers because there’s no such thing as the best teaching method. It is better for the teachers to have a good repertoire of teaching methods and strategies and try which could be beneficial to the majority of the learners.

The third factor is the academic orientation of the students. Here, the students must be motivated well. If the academic orientation of the students is not right, then it is hard for them to achieve the high level of engagement.

I met many students who were forced to study by their parents a particular course or degree. They only came to class for attendance. They didn’t even care if they would get failing marks. The worse scenario is if they would tell you that it is ok to pass and not to get high marks.

What is the difference of getting a grade of D and A+? A student with a grade of D can also find a job or even become more successful in life.  As teachers, it is our duty to motivate them as much as we can, but if the problem lies in their academic orientation, what can we do?

In a nutshell, OBE has different meanings. First, it means outcome-based education. It is for school level (vocational or technical). Second, it refers to the outcomes-based education which is for the tertiary level (bachelor or university). Finally, it means outcomes-based teaching and learning (OBLT) which addresses the teaching and learning at the classroom level and how to make an excellent classroom teaching. The classroom level may refer to all levels, primary, secondary, vocational or technical, undergraduate and graduate levels. Therefore, if you want to achieve teaching excellence, each teacher must do the OBLT.

OBE in general is viewed as what the students can do, and not what the students know.

References

  1. Biggs, John and Tang, C. (2007). Teaching for quality learning at university, 3rd Edition. USA: Mc Graw Hill Education.
  2. Davis, Margery (2003). Outcome-based Education. Retrieved from http://www.jfn.ac.lk/OBESCL/MOHE/OBE-Articles/Academic-documents-articles/6.OBE-Davis.pdf on December 19, 2015
  3. 21st Century Schools (2008). What is 21st Century Education? Retrieved from http://www.21stcenturyschools.com/What_is_21st_Century_Education.htm on December 5, 2015
Cite this article as: Alvior, Mary G. (May 24, 2016). The What and The Why of OBE. In SimplyEducate.Me. Retrieved from http://simplyeducate.me/2016/05/24/obe-what-why/

Discourse Analysis of 20 Newspaper Advertisements

This article intends to orient MA students, language researchers, among others about Discourse Analysis. It describes commonly used metadiscourse strategies and markers in the newspaper advertisements in the Philippines. Please read as to how advertising companies use discourse analysis to influence readers into buying their products.

According to Ken Hyland, metadiscourse is essential to advertising because it focuses on the aspects of a text that organizes the discourse, engages the audience and signals the writer’s attitude. As a central pragmatic construct, metadiscourse allows one to see how writers seek to influence reader’s understandings of both text and their attitude towards its content and the audience.

The use of metadiscourse strategies and markers helps companies earn much through advertisements. Below are 20 examples of advertisements from newspapers in the Philippines, which were analyzed and interpreted using discourse analysis.

Discourse Analysis of 20 Newspaper Advertisements

1. Alaska

The advertisement uses a celebrity. Gary Valenciano and his daughter endorse Alaska Powdered Filled Milk. The copywriter uses emphatics like more important and most nutritious.

The ad says that growth gap is more important than generation gap. Since kids experience a slow-down in growth after the toddler years, they must be given Alaska, which is the most nutritious powdered-filled milk.

The use of person marker as “natin” or our is also a metadiscourse which the copywriter used to influence the target reader to buy the product. In this case, Gary V. emphasizes that not only his children need Alaska but also other children and thus, he is trying to get the attention of the parents.

Aside from being interpersonal, this ad is also textual. The use of endophoric marker is visible. The picture of Gary V. and his daughter is put in the middle. It is bigger than the rest of the ad. Gary gives his daughter Alaska and she loves to drink it as manifested in her smile. She is also holding a glass of Alaska milk.

It also uses a directive when he says: “Ngayon nila kailangan ang tulong ng superior nutrition ng Alaska.” (This is the time they need help from Alaska – the most nutritious powdered-filled milk).

2. Jollibee

What is being endorsed in this ad is not really Jollibee as a fast food but its particular product Swirlybitz. This is manifested by a small logo of Jollibee placed at the right side bottom of the ad. The picture of Swirlybits is much bigger than the logo. And the font size of the text is also bigger.

The copywriter uses personal marker yourself and an emphatic delicious which fall under interpersonal. It means that a reader is enticed to taste the delicious mix of swirling vanilla ice cream with bits of chocolate and cookies.

The ad also uses endophoric marker by showing in the picture how delicious and creamy it is. However, the copywriter does not forget to tell where this product could be found and it is in Jollibee. The speech act used is directive when it says, “Treat yourself…”

3. Brand’s

The ad shows a picture of the product. Since it has the essence of the chicken, one can see the two feathers which show that he can do or perform better by using this product. The use of your as person marker and scientific studies from renowned institutions as emphatics help the reader understand the value and the credibility of this product and thus motivated him to buy.

In addition to that, the phrases “have no preservatives, cholesterol-free, all-natural and caffeine- free,” all written in capital letters and bold-faced can get the attention of the reader. The reader is challenged to perform better and that speech act is known as a directive.

4. French Baker

The metaphor is used in this advertisement, “Freshness takes over Sucat”. This is a kind of evidential which means that French Baker opens its branch at SM Sucat.

Also the person marker “you” are used to showing interpersonal relationship between the product and the reader. For textual, it is not only the use of metaphor but also the product and the outlet in forming coherent texts.

It can be seen that the copywriter does not emphasize “French Baker is now open at Sucat”; however, he tries to connect the metaphor to the pictures of bread, pastries and the outlet itself. Then, the reader’s schema now works that these are available only at French Baker by showing the smaller font size of “French Baker opens…” as compared to the “Freshness takes over Sucat!” and the use of smaller logo at the bottom.

The speech act used is also directive when it says “whether you’re shopping … French Baker provides the perfect place”. Emphatics such as fresh, pleasurable, perfect are used.

5. Equal

A very palatable fruit salad is shown in the ad. And the text says, “For sweet cravings during the Christmas season.” Equal targets a specific customers – the diabetics! So the copywriter tries to tempt a diabetic to eat sweet stuff this season without making the level of their blood sugar high and it is only possible by using Equal.

You, or your (person markers) and many doctors recommend it (emphatic) are used in persuading the readers.

Of course, the use of picture (endophoric) helps a lot in stimulating the appetite of a diabetic. It is still directive by saying, “Now, doesn’t that make for a sweeter Christmas?” The reader is asked to use Equal.

6. Visine

This ad uses a cartoon to illustrate how cool is Visine. This is also intensified by putting the word COOL to the face of the caricature and the two Os are used as his eyes. The copywriter is very artistic in persuading the reader that Visine is cool and can wake up tired eyes.

When I asked the media director of a well-known advertising company, why this ad uses a cartoon instead of a model, she said: “Probably the company made some cost-cutting…paying a model or celebrity is more expensive or costly.”

Also, if it is a model or a celebrity, the word COOL cannot be placed on the person’s face! Otherwise, it will become hilarious and unbelievable!

This ad also uses a person marker you. Again, a directive is used when it says, “try and wake up tired eyes.” The person is requested to use the product and emphatics are also used like new, soothing and cool.

7. Anchor

The ad shows how curious the kids are. They discovered many things and so they are prone to get more germs.

In the picture, we can see a boy with a dog and it seems that both of them have just finished licking the ice cream. In effect, the boy gets the germs.

The copywriter establishes a situation wherein parents could not control and, therefore, could not protect their children. In this vein, they are persuaded to buy Anchor because it has with Nutri-care that can protect kids from germs.

The “you” is also used to establish an interpersonal relationship and the endophoric marker (picture) for textual. The speech act used is directive, a command when it says, “give him Anchor.”

8. Lux

The copywriter does not use person marker. Instead, he uses emphatics like new, revitalize, breakthrough, innovation and more beautiful. These move the readers (women) buy what is being offered because they feel that Lux is necessary for today’s modern world.

The picture shows the three different variants of Lux and since each one has a description, a reader may choose which one is best for her. Therefore, the copywriter also uses emphatics and endophoric markers.

9. Marks and Spencer

The person markers our and you (implied) are used to convince the reader. Aside from person markers, the copywriter also uses emphatics like sinful, tempting, luscious, drizzled with, more and very. Not only the emphatics are used but also the irresistibly delicious cake in the picture. The adjective sinful is used to emphasize how tempting the cake is.

And since the target customers are sexy who do not like to get fat, he uses a speech act – directive, when it says, “give in to our….” It means that they need not argue because they will only taste it for this season and thus, they will not really get fat. What matters is, they have tasted it.

10. Popeyes

The use of much bigger font size for “now open” and “popeyes” gets the attention of the reader at one glance. The you (implied) and emphatic world famous are the metadiscourse markers used by a copywriter.

He also tries to convince the reader by providing a picture of a chicken and a drawing of a man and a woman. The man shows his love for the woman by giving her flowers and there is a banner which shows the love for chicken. It means that Popeyes’ chicken is delicious and crispy and one will love it the way a man shows his love for the girl. Again, the directive is used for love that chicken and visit us.

11. Astring.O.Sol

It can be seen that the bottle is filled with ice. But of course, it is not literal. The ad shows how cool the mouthwash is. It is as cold as ice and there is a word chill as the emphatic marker. Now, the copywriter also tries to connect the word “cool” to dining places. The “cool” for dining places does not mean that the place is cold as ice but what the copywriter is trying to put across is that these places are cozy and have a good ambiance.

The person marker “you” (implied) and emphatics like “cool” and “chill” are used. The directive is more of a request than a command because it is only an invitation when it says, “experience instant …”

12. Bocaditos

“As pizza as pizza gets” is a kind of evidential. It shows that Bocaditos chips taste like a real pizza. And also the use of emphatics little and big.

The reader’s schema works that having Bocaditos (pizza flavor) as a snack is like having a slice or a whole of pizza. Aside from that, it is cheaper than to buy a pizza.

So if a reader wants to eat pizza and has no enough money for that, he can buy Bocaditos. Interpersonal and textual metadiscourse are used.

13. Silka Papaya

At the first glance, one cannot see any interpersonal marker but if one will move his eyes at the bottom, he can see in the black background the phrase nature’s radiance. Radiance is emphatic. The copywriter uses endophoric marker by interrelating the picture with words.

The picture of a nude woman or her torso is radiating as manifested by white color surrounding her entire body and the use of yellow-orange as the background. This ad tells that if one will use Silka she will have a whiter, silky skin.

14. Cellasene

The ad shows three models who are nude. And there is a banner at their buttocks which says, “The naked truth!” The naked truth is an idiom and it is under evidential. Evidential is used to develop intertextuality.

In this ad, the three models are connected to the idiom and to the product itself. If one will take Cellasene, she will have a sexy body – no cellulite on the buttocks, hips and thighs.

Since it uses hedges like “may,” the copywriter is still successful in persuading the customer although it weakens the statement. He is able to do it by using the models and the idiom which are much bigger in size. There is a tendency for a reader not to notice the word “may” because she is already deceived by the picture and the idiom.

A directive is used when it says, “take 2-3 capsules a day and see the difference.” The person markers such as you and your and emphatics like clinically-tested, breakthrough, top selling, firmer and ideal are also used.

15. Hugo

The model is alluring, trying to seduce her man and she can do it by using Hugo. The person marker “your” persuades woman that they should wear this perfume to get the attention of their crushes or to attract their men. This ad also has an endophoric marker – a model who looks so seductive by using this perfume.

16. Sunsilk

The ad is trying to compare Sunsilk to another shampoo. At the top are the different bottles of shampoo with different colors and then, there is a text “clear” at the bottom of the bottles. Then, at the right bottom of the page is the bottle of Sunsilk crystal shampoo and there are bubbles as the background. The bubbles are very clear and one can see the flower inside each bubble.

Then, there is a caption, clear and nourishing. The copywriter lets the readers decide which is actually clear. Based on the picture, the answer would be Sunsilk.

The emphatics used are crystal clear, only one, full-bodied and beautiful. The use of the different bottles and Sunsilk is known as an endophoric marker.

17. Beefeater

It can be seen that the copywriter only uses the bottle as the endophoric marker and emphatics like bold and new. A spirit pertains to the gin that it is new and bold. Bold because it is strong – a taste which men look for a dry gin.

The background is black to give life to the bottle which is white. The letters of the phrase “a bold new spirit” are capitalized and bold-faced. However, the background of the ad is black and red is a good color for the text which may symbolize boldness. Thus, if one is looking for a bold and new dry gin, he will buy beefeater.

18. Carl’s Jr.

The copywriter tries to activate the reader’s schema of the Devil’s fork. The Devils would like to temp people and so, they are doing everything just to tempt us. By just looking at the picture, one is informed that the burgers are delicious. They do everything to make it delicious and they are serious about doing it.

Therefore, once a person tastes it, he will come back because of its taste. The person markers “our” and “you” are used and the endophoric marker which is the picture.

At the right bottom, is a small logo of Carl’s which means that you can buy the burgers only at Carl’s. A directive is more on challenge rather than request because the reader’s curiosity is challenged how delicious is the burger at Carl’s and thus, he will try it.

19. Nestle’ Yogurt

This ad is different from the other samples because the page has still a lot of space. It simply means that it is all that they want to say and to be different from others. It is not a typical ad wherein a copywriter uses a celebrity or a bigger picture of the product.

However, he is successful in his aim by using person marker “our” and emphatics like creamy, delicious, healthy, and irresistibly. Then at the middle, there is a caption below the bigger text which says, “After begging the photographer to spare just spoonful.”

This statement connotes that this product is delicious and irresistible. Also, a speech act is used to show the interpersonal function of the language, “but get this…” is a command and a kind of directive.

20. Goldilocks

Noyping-noypi, golding-goldi is a kind of evidential. It is used to make the readers memorize and recall the product. The ad also uses a celebrity and the picture of delicious pork barbecue.

The use of yellow-green as a background gives life to the color of barbecue which is brownish-red. Likewise, the emphatic marker like “sarap” (delicious) is used in showing that it is palatable and by using a celebrity like Jessa.

Now, can you identify the markers that the copywriters used to influence the readers in the discourse analysis? What are those markers? Of these markers, what do you think are most commonly used in newspaper ads?

Reference

Hyland, K. (2005). Metadiscourse. John Wiley & Sons, Inc.

Cite this article as: Alvior, Mary G. (September 27, 2015). Discourse Analysis of 20 Newspaper Advertisements. In SimplyEducate.Me. Retrieved from http://simplyeducate.me/2015/09/27/discourse-analysis-advertisements/

Innovations and Education in the 21st Century

What is the role of innovation in furthering education and vice-versa? The author reflects on current technological development and how this influenced man’s acquisition of knowledge and outcomes arising from application of derived innovations. Shall we tread on in our chosen path?

The society we are in at present is a product of evolved responses made by man through years of history. Human society, as we know it, originally consisted of a few people interacting with each other and its environment primarily to meet their basic needs for survival.

From the mere preoccupation with activities to satisfy a hungry stomach as in the early hunting and gathering stage where humans live a nomadic life, man progressed toward achieving self-sufficiency with lesser effort. Agricultural production with the aid of technology developed into a complex system as it is now. Crude, human-powered technologies advanced into mechanized or automated modes, thus increasing production to such levels so as to supply an increasing demand brought by a growing human population.

What caused these changes?

If we look closely, the primary motivation to achieve such changes comes from within the individuals that compose society. The desire to improve one’s plight spurs creativity. An idea to resolve a problem situation can motivate individuals to undertake significant steps to do better than status quo. These new ideas that get something done are what we usually call innovations.

innovations
Innovations change lives.

The Role of Innovations in Society

Innovations could change the direction the society takes. Moreover, innovations are shaped by stored knowledge provided by education or experience.

It is a known fact that education plays a great role in society’s development. In recent times, this has become very vital considering the fast pace of change accorded by the deluge of information provided by technology that connects thoughts from all over the world using computers.

We cannot discount the fact that information technology has influenced the way people build societies. It is now possible to exchange information in almost all corners of the world, even those areas that were previously thought to be isolated.

Schools, therefore, should not ignore this fact and subscribe itself to keep pace with changing times. Soon, physical presence may no longer be required in the exchange of information between mentor and students. Schools no longer monopolize the dissemination of knowledge. Knowledge pervades all nooks and crannies of any country through internet technology.

It is for this fact that serious attention must be given by schools, as a primary agent of change in society, to the quality of education imparted to the masses. The development path pursued by current education appears to be towards man’s undoing. The more our society progresses, the more problems that crop up. New technologies bring with it externalities that undermine the advances made.

Satisfying wants and achieving conveniences in living cause pollution, not only on the physical dimension but also on people’s values in life or morality. Almost always, increased crime rate is equated with development or urbanization.

Finally, as an empowering resource to individuals, knowledge through education should be provided in such a way that no area of human life is left unfulfilled. Focus must be on the individual’s, and thus, society’s total development. The ultimate goal is still there — to ensure human survival.

©2015 September 10 P. A. Regoniel

Cite this article as: Regoniel, Patrick A. (September 10, 2015). Innovations and Education in the 21st Century. In SimplyEducate.Me. Retrieved from http://simplyeducate.me/2015/09/10/innovations/

Issues on Education: The Government and the Educational System

This article is a reaction paper on the article written by Robert Arnove, Alberto Torres, Stephen Franz, and Kimberly Morse in 1996. The article is entitled, “A Political Sociology of Education and Development in Latin America: the conditioned state, neoliberalism, and educational policy.” The article seemed old and happened in Latin America, but the issues are important and relevant to other countries. In this article, I describe the situation of the Philippine educational system in relation to that in Latin America. If you are interested to know more about the relationship between issues on education and development, please read on.

As I scrutinized the article on the political sociology of education and development, I found many similarities to what were, and what are happenings in the Philippine educational system. There is a strong relationship between the kind of government and the system of education that a country can have. I expound more on the following discussion.

The Philippines, as a conditioned state, needs to protect itself from many internal and external threats; thus, placing more budget in the military than health care and social and humanitarian services like education. In effect, many teachers and other professionals flew abroad seeking for greener pasture. As a result, the country faces the brain-drain effect. Highly trained or intelligent people emigrated somewhere else. If the government is serious about addressing this problem, then it has to ally with different groups of society that would influence its actions in legislating and executing social policies.

Likewise, neoliberalism significantly affects the Philippine educational system because World Bank and International Monetary Fund (IMF) favored the two policies of privatization and decentralization for improving educational efficiency. Neoliberalism involves prioritization of the price mechanism, the free enterprise, the system of competition and a strong and impartial state.

In my personal opinion, the World Bank and IMF are right in setting up such policies because that would lessen the budget deficit of any developing country. However, many will be suffering from those consequences particularly the poor and the needy.

Though setting such policies is favorable to the state, the class C and D of the society will become more inadequate; thus, widening the gap between the poor and the rich. World Bank and IMF are like businesspeople who would like to earn profits from developing countries.

Well, being businessmen is not bad at all. They also have good intentions but the problem is, there are many corrupt government officials who use the money to protect their vested interests rather than to invest in worthwhile projects.

Thus, quality education in the country is only for the rich who can afford to pay tuition fees in private schools. Public schools have lacked textbooks and qualified teachers who could inspire students to do better in their academics. School facilities and buildings are not well-maintained. There were strikes by teachers to increase the salary; and from the students, not to raise their tuition fees.

Nonetheless, there are non-government organizations that help the poor climb from their status or the so-called social mobility. They were taught to read and write. Moreover, it is happy to note that a Filipino is awarded for sharing his knowledge with street children thru mobile classroom.

The problems of education are perennial by nature. Maybe, initiatives should not just eradicate problems in class size, tuition fee increase, poor and ineffective teachers. There are simple ways and selfless individuals who can bring change in the society.

My wish is to have a government that can give free, quality education to every individual.

Reference:

Arnove, R., Torres, A. Franz, S., Morse, K. (1996). A political sociology of education and development in Latin America: the conditioned state, neoliberalism, and educational policy. Retrieved from https://www.questia.com/library/journal/1G1-18601143/a-political-sociology-of-education-and-development