This study investigates how universities can increase the effectiveness of the search process by featuring in their advertisements expert and celebrity endorsers who attended the institution. How can universities gain the attention of prospective students using the star power of experts and celebrities? Experts and celebrities promoting a…

The integration of popular culture into English language learning has recently been formalised in the Hong Kong New Senior Secondary curriculum, with the development of critical reading indicated as one of the key objectives. Whether and how students respond to popular culture texts is, however, under-researched. The present paper reports findings…

The concept of gender stereotypes permeates the lives of youth in the United States. This article provides background information and rationale for incorporating gender stereotype analysis into family and consumer sciences (FCS) coursework. The critical analysis of gender stereotypes includes numerous activities and assessments that encourage…

Conceptual Blending Theory (CBT) (Fauconnier & Turner, 2002), a cognitive theory of human processes of innovation, can be productively used alongside critical literacy approaches, for the analysis of how teachers and learners draw selectively, transformatively and purposively from aspects of the mass media. While numerous studies have pointed…

This Media Literacy column is a follow-up to the column in the September 2007 issue that discussed Guy Debord and the artistic, political avant-garde organization called the Situationist International. This column continues the discussion of the situationist concepts of the spectacle and "detournement" by explaining quick and easy ways to…