Summary and Response
Edutainment with Videos and its Positive Effect on Long Term Memory
The article “Edutainment with Videos and its Positive Effect on Long Term Memory,” by Steffes and Duverger (67) investigate how online content like YouTube videos have been used to reach students to capture their interest and attention thereby increasing the retention for academic content. Researchers are extending their study on existing research on the use of online videos in classes where they introduce the concept of long term retention of the content. Two studies were conducted by the researchers. First, they conducted a random sample for the undergraduate scholars who participated in a controlled experiment using a 2×2 design for both congruency and hedonic variables (Steffes, Erin M., and Philippe, 73). The second study was conducted five months after the first study was conducted. The same sample students were asked to recall content that they learned from the first study. Their feedback was then used to evaluate long-term memory recall of the sample students. It was found out that hedonic videos, which are congruent with the topic issue, were more effective in reinforcing the subject matter thereby increasing retention in the short and long term. It is evident that marketing educators are positioned to take advantage of the many available video contents online, especially YouTube. For that reason, lectures, commercials, Television clips, and movie clips are being used to address marketing concepts in a humorous and engaging way for students.
Based on the position of this article, Marla would find it interesting and convincing since it explains why online contents like YouTube videos are being used currently to capture the attention of students as a way of increasing retention of academic content. Nonetheless, I find the study less educative and convincing since it used a single institution to make its findings. For that reason, future studies in this field should consider going beyond a single learning institution to increase the robustness of the outcome.
Negative Effects of Media on Children and Youth’ Socialization Process
The article “Negative Effects of Media on Children and Youth’ Socialization Process: A
Study on Violent and Aggressive Behaviors” addresses studies and theories that are related to the effect of media violence on children’s and adult’s aggressive behaviors (Şengönül, 368). According to Social Learning theory by Bandura, people can be aggressive by imitating and observing violent behaviors acted on mass media. The article argues that observational learning can contribute to both short and long term effects of media violence on children’s aggressive behaviors. Authors of the study state that children can make an inference by observing violent behaviors, which enables them to develop schemas regarding normative beliefs and hostile world that is approving of aggression. The experiment of the study indicates that children who have watched violent movies tend to exhibit verbal, indirect, and physical aggression. The study found out that there is a significant correlation between frequent viewing of violent content to violence on mass media in children, as well as, the physical, indirect, and verbal aggression through young adults for both men and women in their later life. For that reason, exposure to violent content on television when one is young can at a later age enhance aggression.
Based on the findings of this article, I find the research topic and findings convincing since the availability of current interactive communication technology in both the 20th and 21st century has had a noteworthy and radical change not only in the society but also on the social world. It is true that media sources like films, radio, tape cassettes, computer web, and television play significate roles in shaping the lives of the viewers. Nonetheless, when viewers, especially children, are exposed to violent on mass media, they will develop aggressive behavior at a later stage of their life. Exposure to violent visual content increases the risk of children having violent and aggressive behaviors.
Şengönül, Turhan. “Negative Effects of Media on Children and youth socialization Process: A Study on Violent and Aggressive Behaviors.” Çukurova Üniversitesi Eğitim Fakültesi Dergisi 46.2 (2017): 368-398.
Steffes, Erin M., and Philippe Duverger. “Edutainment with Videos and its Positive Effect on Long Term Memory.” Journal for Advancement of Marketing Education 20.1 (2012).
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