Selling learning: towards a political economy of edutainment media

Abstract

This article provides an analysis of the emerging market for ‘edutainment’ media in the UK. It covers three main sectors: print publishing, software and on-line learning. In each case, it argues that the development of the market is towards concentration of ownership; and that this is reinforced by the influence of contemporary educational policy. This results in a narrowing in the diversity of material available to the consumer and in the forms of learning that are promoted. However, the article also suggests that there is a considerable degree of instability in the market, as different sectors expand and contract in response to economic, technological and political change; and it argues that attempts to target both parents and children by combining ‘education’ and ‘entertainment’ are bound to prove problematic.

Promoting Socio-Cultural Values Through Storytelling Using Animation

“…Social responsibility includes the development of social skills, ethics, characters, way of living with others and responsibility for furthering the common good (Berman, 1997). Transmitting good moral values could influence socio-cultural development.…”

“…Development is fostered by the interaction between a child who is cognitively maturing and actively constructing meaning from his or her experiences and the media is seen as one of the forces that influence the child's conceptions of the social world (Berman, 1997). Television for instance can serve as models for children, portraying family members managing their relationships and conflict effectively through weekly family series (Berman, 1997;Douglas, 1996).…”

“…Television for instance can serve as models for children, portraying family members managing their relationships and conflict effectively through weekly family series (Berman, 1997;Douglas, 1996). However, some programs have been reported to have negative values such as violence, aggressive behaviors and disrespect to parents or adults, which has to a certain extent influenced behaviors of our young generation today.…”

“…Research has also found that playing games is the most common way of users ages 2 to 18 years old using computers (Wartella et al, 2000). Nonetheless, it is not the medium (media) itself that affects children's perceptions, attitudes or awareness but the content with which they carry out activities with specific conditions and goals (Berman, 1997;Wartella et al, 2000). Therefore, content developers should be more sensitive when creating a product especially for children and adolescents users so that positive messages are transmitted and also to bring about behavioural change by engendering specific socio-cultural attitudes and acceptable behaviours to them.…”

Edutainment in electronic education

“…Edutainment или educational entertainment или entertainment-education) jeсте пojaм вeзaн зa мултимeдиje који сe кoристи дa oзнaчи сoфтвeр кojи уjeднo имa и eдукaтивни и зaбaвни кaрaктeр (Turban, King & Lang, 2008). Такође, представља и метод хибридног образовања који инкорпорира едукативне активности у виду задатака и тестова са забавом и заснован је на мултимедији (Buckingham & Scanlon, 2005). …”