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ERIC Number: EJ798327
Record Type: Journal
Publication Date: 2006
Pages: 5
Abstractor: ERIC
Reference Count: 7
ISSN: ISSN-1080-5699
Raising Students' Awareness of the Implications of Multimodality for Content Design and Usability: The Web Site Project
Planken, Brigitte; Kreps, Arnold J.
Business Communication Quarterly, v69 n4 p421-425 2006
As advances in information communication technology have continued to affect business communication, the challenge for teachers over the past decade has been to stay abreast of new developments by integrating into the curriculum current theoretical and practice-based perspectives that can inform their students how to effectively create, manage, and evaluate organizational communication, aimed at ever more diverse and demanding stakeholder groups, within a fluid, multimedia landscape. Simultaneously, courses have needed to feature relevant applied assignments, ideally based on (semi)authentic cases that can provide students with some degree of the interactive and collaborative experience they will need to carry out real, complex communication tasks. As organizations increasingly use electronic communication to reach and influence internal and external audiences, business writing courses in English for specific business purposes (ESBP) within the International Business Communication BA program, for example, have necessarily shifted emphasis over the past 5 years from how to write effective, audience-geared business texts in paper-based, "established" genres, such as business letters, memos, and reports, to the effective design and testing of business messages that are highly visual, screen based, and communicated in hybrid or emergent genres still being shaped by electronic media such as email, PowerPoint, and hypertext. This article outlines a two-stage Web site assignment that currently features in a 2nd-year ESBP writing course. Over the course of a 14-week semester, students in groups of two or three are required to create and implement a new and largely promotional Web site section, consisting of six hyperlinked Web pages, to supplement the existing organizational Web site of the British Association of Women Entrepreneurs. More specifically, the students' goal is to target the content to female university graduates in the United Kingdom who want to start up a business. The assignment is aimed primarily at giving students hands-on experience in collaboratively creating Web-based, multimodal content, geared to a relevant target group within a setting they can readily identify with, because 90% of BA students are female. (Contains 1 table.)
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom