ERIC Number: EJ1045595
Record Type: Journal
Publication Date: 2014-Dec
Abstractor: As Provided
Reference Count: N/A
Using Feature Films to Teach Public Relations: An Assessment Model from Nonmajor Students' Perspective
Mak, Angela Ka Ying; Hutton, James G.
Journalism and Mass Communication Educator, v69 n4 p386-403 Dec 2014
Teaching fundamental public relations courses to students from diverse backgrounds poses additional complexities in learning effectiveness. This exploratory study evaluated the effectiveness and identified the challenges of using films to teach public relations among nonmajor students. Results from an online survey and two focus groups found that the use of films to teach public relations concepts to nonmajors is an effective means of developing greater understanding and appreciation of concepts. A heuristic model was developed to help public relations educators to use this pedagogical technique on deciding how to teach public relations courses and concepts.
Descriptors: Foreign Countries, Public Relations, Films, Teaching Methods, Nonmajors, Online Surveys, Focus Groups, Heuristics, Outcomes of Education, Student Attitudes, Student Participation, Student Evaluation of Teacher Performance, Statistical Analysis, Undergraduate Students, Instructional Effectiveness, Regression (Statistics)
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Publication Type: Journal Articles; Tests/Questionnaires; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A
Identifiers - Location: Asia