Using Films to Achieve Diversity Goals in Marketing Education
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| Title: | Using Films to Achieve Diversity Goals in Marketing Education |
|---|---|
| Language: | English |
| Authors: | Chang, Dae Ryun (ORCID |
| Source: | Journal of Marketing Education. Apr 2020 42(1):48-58. |
| Availability: | SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com |
| Peer Reviewed: | Y |
| Page Count: | 11 |
| Publication Date: | 2020 |
| Document Type: | Journal Articles Reports - Research |
| Education Level: | Higher Education Postsecondary Education |
| Descriptors: | Marketing, Teaching Methods, Positive Attitudes, Business Schools, Diversity, Case Studies, Intellectual Disability, Employees, Consumer Science, Emotional Response, Attitudes toward Disabilities, Employers, Visual Aids, Foreign Countries |
| Geographic Terms: | South Korea |
| DOI: | 10.1177/0273475319878868 |
| ISSN: | 0273-4753 |
| Abstract: | Visual communication, especially films, can be an effective way to teach complex topics. The use of films in business schools, however, has been limited even though demand for such content is increasing. This article takes a focused look at how educators can take advantage of films to teach diversity in business. Despite the importance of diversity in business and marketing education, there is not enough written materials such as case studies to teach it. Even when they do exist, written content may not be adequate in communicating the issues involved in diversity because of difficulties related to representing a given diversity group only using text. This article discusses how films can help overcome the limitations of text-only representation of a specific diversity group--intellectually disabled workers. The empirical study shows that film can be more effective than text in eliciting consumer responses such as emotions and a positive attitude to an identified disabled personality as well as to the employer brand. This article also provides practical steps that educators can take in gradually integrating visual materials such as film to their traditional method and contents of instruction when teaching diversity in business. |
| Abstractor: | As Provided |
| Entry Date: | 2020 |
| Accession Number: | EJ1245219 |
| Database: | ERIC |
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| Abstract: | Visual communication, especially films, can be an effective way to teach complex topics. The use of films in business schools, however, has been limited even though demand for such content is increasing. This article takes a focused look at how educators can take advantage of films to teach diversity in business. Despite the importance of diversity in business and marketing education, there is not enough written materials such as case studies to teach it. Even when they do exist, written content may not be adequate in communicating the issues involved in diversity because of difficulties related to representing a given diversity group only using text. This article discusses how films can help overcome the limitations of text-only representation of a specific diversity group--intellectually disabled workers. The empirical study shows that film can be more effective than text in eliciting consumer responses such as emotions and a positive attitude to an identified disabled personality as well as to the employer brand. This article also provides practical steps that educators can take in gradually integrating visual materials such as film to their traditional method and contents of instruction when teaching diversity in business. |
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| ISSN: | 0273-4753 |
| DOI: | 10.1177/0273475319878868 |
