Consumer behavior Research Paper Example | Topics and Well Written Essays - 3000 words

Consumer behavior - Research Paper Example ect, the study of consumer behaviour is very essential for developing proper marketing strategies and appropriate product lines for automotive products. In general, there are many factors that influence consumer behaviours. Gilligan and Wilson have identified four primary factors that influence consumer behaviour and these are cultural, social, personal and psychological (Gilligan and Wilson, 2003, p.226). However, in automobile industry, the perceptions and preferences of consumers vary according to nature, unity, durability, safety, price and technology of automotive products. This paper will attempt to discuss consumer behaviour for non commercial automobile products like cars, bikes etc. The automobile products are consumer durable goods with high prices and a large variety of automobile products are available for different consumer groups. The primary objective of this paper is to analyse various consumer behaviour issues related to automobile products and to apply relevant consumer behaviour models in order to resolve them. This paper will deal with two main sections. The first section will present my own thoughts and opinions towards automobile products. The next section will attempt to identify the existing consumer behaviour issues for non-commercial automobile products. Various theories and models will then be applied to resolve these issues. Finally, the conclusion will reflect the major findings of this paper. Automobile industry has experienced the most frequent changes in the last decade. Development of technology and increase in consumer demand are two vital factors responsible for the growth of this industry. This has also led to the increase in competition among the automobile manufacturers. The companies are trying to introduce latest technologies for developing new motor cars that can match the expectations of existing customers. In this industry, the expectations of consumers vary significantly and the automobile companies are aiming to meet

Answer the questions below and support your points using case law not Essay

Answer the questions below and support your points using case law not the textbook references - Essay Example Similarly, an advertisement or brochure does not constitute an offer, but only an attempt to obtain an offer. However, the display of goods in a shop is an invitation to treat. Application In Harvey v Facey [1893] AC 552, it was held that it was insufficient to just provide a statement regarding the price. In this case the plaintiff had asked the defendant, by means of a telegram, whether he would sell the Bumper Hall Pen and to quote the lowest cash price. The reply was to be given by telegram to the plaintiff. To this the defendant replied that the lowest price would be ? 900. In reply the plaintiff conveyed his consent and stated that he would purchase it for that price and asked the defendant to send the title deeds of that piece of land. The court held that there was no contract between these parties, as the mere statement of price did not constitute an offer and was nothing more than the provision of information. In Pharmaceutical Society of Great Britain v Boots Cash Chemists (Southern) Ltd [1953] EWCA Civ 6, the Appellate Court deemed the shop sign to be an invitation to treat. In this case, the issue considered was when a sale was completed in a self service shop. The court held that the sale was completed when the medicine had been selected and taken to the shop assistant, who then accepted it and completed the contract. The display of goods on the shelves of the shop was not an offer but merely an invitation to treat. This was reiterated by the court in Fisher v Bell [1961] 1 QB 394, in which Lord Chief Justice Parker held that the mere display of a knife with a price tag in a shop window did not constitute an offer for sale. In this case, the shop had displayed a prohibited type of knife in a shop window. The legislation in force had prohibited the offer of such items for sale. This was deemed to be an invitation to treat and not an offer by the learned chief justice. Conclusion Offer can become a contract after its acceptance. An Invitation to Trea t is not an offer, which can be accepted, and is merely an invitation for offers. Question 2 Explain the standard of care owed by one person to another in the tort of negligence Issue The standard of care owed by one person to another in the tort of negligence. Rule The standard of care owed by one person to another in torts, is based on the notions of reasonableness and foreseeability. Contributory negligence in the context of personal injury and death relates to the failure of a person, usually the plaintiff, to adopt reasonable measure to promote safety, which contributes to the injury suffered by that person. Damages awarded by the Australian courts are reduced to the extent of the contributory negligence of the plaintiff. Application There is a clear distinction between the notions of reasonableness and foreseeability. Thus in Bolton v Stone [1951] AC 850, their Lordships ruled that although it was foreseeable for injury to occur due to being hit by a cricket ball that had been struck over the boundary fence, it was very much unlikely to happen, and that this was sufficient justification for the respondents to ignore the risk. In general, it is unreasonable to undertake a risk that is foreseeable. However, when the chances of the risk taking place are very meagre, a reasonable person will undertake the risk. Another major consideration relates to the seriousness of the injury caused. Thus, in Paris v Stepney Borough Council

Ethical leadership that relates to the book three cup of tea Essay

Ethical leadership that relates to the book three cup of tea - Essay Example Tens of thousands of children in Afghanistan and Pakistan have seen the light of the day through his organization. Educate a child, you have educated a generation. Educate a generation, you have educated a country! Revolution through the pen is mightier than the revolution through the gun. The former will come to stay and enrich the society. The later, in the ultimate analysis, will destroy the humanity. Many failed revolutions, bear testimony to this fact and pages of history are daubed in the resultant bloodshed on account of such mindless revolutions. Mortenson was out to conquer K2, the world’s second tallest mountain. That failed, was a personal disaster, he was rather terminally ill caught in a very difficult situation. Residents of a small village in Pakistan, Korphe came to his rescue. He recouped his health with a determination that resulted in a precedent-shattering silent revolution in the field of education. One man’s determination and will had fructified to benefit countless impoverished children. A small project has since grown up into the Central Asia Institute that has demanded attention of all right thinking people across the world. He achieved the impossible in an impossible region. Mortenson recalls his initial experience in the land of so-called Muslim extremists. â€Å"Mortenson was unsure how the mullah felt about having an infidel in the village, an infidel who proposed to educate Korphe’s girls. Sher Takhi smiled at Mortenson and led him to a prayer mat.†(p.142) Humanity had triumphed over religious bigotry! I entirely agree with the viewpoint of Mortenson that America or any other country for that matter must fight Islamic fundamentalism, through collaborative efforts by fighting poverty and providing access to education, including educating the girl-child. This is the only option to permanent peace and to terminate mindless military adventures. I find a very interesting observation about the mind-set and cul ture of the people in the backward mountain area where Mortenson was operating. â€Å"If you want to thrive in Baltistan, you must respect our ways,† Haji Ali said, blowing on his bowl. â€Å"The first time you share tea with a Balti, you are a stranger. The second time, you are an honored guest. The third time you become family.†(p.150) This is the significance of Three Cups, which is a great cultural decoction, that blends people of diverse origin, diverse beliefs and diverse religious affiliations, together. Philosophy and spirituality are not about the scriptures and lengthy text books alone. That which is not practical cannot be spiritual either! Every spiritual idea must stand the test of practicability. To speak about good ideas is good; but to go good work is the best option for humanity. Oratory is not experiencing. Mortenson has shown to the world that a school in a village is more beneficial to the humankind than, lengthy research papers on education read in the air-conditioned auditoriums. The best revolution is silent. The first chapter of the book titled â€Å"Failure† is the foundation stone for the â€Å"educational empire† that Mortenson was to build during the next twelve years, in the region that perhaps gave him his second life. He was spearheading his campaign of education in a region where the literacy rate was 3%. Children wrote on dirt with sticks. The very interesting part of the book is, according to me is the transformation of Mortenson to a

Tony deep-success of an entrepreneur Essay Example | Topics and Well Written Essays - 1500 words

Tony deep-success of an entrepreneur - Essay Example Deep has found the potential for food products being the basic need having constant demand. He sensed the opportunity and tried to cash on it. The option for selling eggs has worked out for him and he has succeeded in running the business. Deep was personally involved in selling and he has made up a clear idea of the potential of the business and gave an equally good response. Success of a business venture always depends on looking for new business avenues; really understand the problem and the market around it22. Tony deep with his strong zeal to earn money has proveked him to look for the best and innovative options. He first ventured into selling eggs and sustained then started looking into other possible options. Tony deep has started looking into new products which are ethnic and unique33. He with his strategies tried to make available the fresh products. For marketing and preserving these products he needs to know the right preservation techniques. He with his experience in canning has give an innovative idea up an idea for establishing warehouses store for food items and spices and selling them. He idea was to establish warehouses to store the products and market them around the region near the warehouse. Tony Deep has taken his brothers help in developing the business. He has opened several of them and tried selling products in and around the region. Chapter-02: Mission statement-vision To explore and create opportunities for better living can be termed as a mission statement. To provide fresh and safety ethnic food for the people by better reach. He build the dreams that he elevated as his mission as he allowed his family members to team up with him and build a strong source of organizing system. He never giving up and striving to excel made him to reach his goal i.e his dream t o earn and mark his identity. Tony has picked one mode to earn quick money by direct selling eggs. He himself has been in the market which made to know the best selling products and availability44. Tony deep has released that the products which he was planning to sell needs quick disposal, fresh to make the customer buy from him. Deep has concentrated on the south Asian population from where he has descended. He has created good knowledge of the basic requirements of Indian cuisine55 and availability in U.K. Thus he picked an area where he can explore. Indian has rice as their staple food like to eat spicy recipes. So Tony deep in order to gain from this lifestyle of ethnic Indians groups he started selling spices, basmati rice which is quite famous among Indians. He used to store them with all right technical bases to sell. Tony has established his business at important specific locations making available at the customers convenience. He has chosen the products which require good preservation techniques to keep the goodness of the products. He has adopted a new way to serve better by opening up ware houses. He has introduced new products which are rare for the British like the spices, basmati rice. These spices are to be bought from India or from other country. Before selling to the customer he needs to store in an appropriate place. He has build the

Biodiversity Essay Example for Free

Biodiversity Essay Biodiversity presents occurrence of variety of species and their natural community in which they live. By the definition it is â€Å"The degree of variation of life forms within a given species, ecosystem, biome, or an entire planet. It is a measure of the health of ecosystems and is in part a function of climate.† (Rutherford) Ecosystem is on the other hand, â€Å" community and its abiotic environment†( Rutherford). Biodiversity exists in every ecosystem, weather it is big one, or just ecosystem of one garden, it has the same importance because without it nature loses its ability to perform major functions needed for life on Earth, as it is oxygen production. Trough this investigation, two different ecosystems will be explored and the level of their biodiversity on certain area. Research question â€Å"To what extend is one ecosystem more diverse than other one?† Hypothesis If ecosystem has more number of species and organisms within those species, it will have higher biodiversity. Justification of hypothesis According to formula for Simpson`s diversity index, D = N (N-1) / ÃŽ £ n (n-1), where N is total number of organisms, while n is sum of individuals within a specie, we can see that sum of all individuals and total number of organisms of particular species affect the biodiversity index. Variables Dependent variable Biodiversity of ecosystem. Dependent variable is key of the study and it will be tested on independent and controllable ones. It will be derived from sufficient collection of data and using Simpson`s index. Finally it is going to be presented as number of species in two different ecosystems. Independent variable Size of area of ecosystem tested, which is going to be presented in m2. This variable does not depend on other ones, and I decided to calculate biodiversity on 3 m2 in both ecosystems, making sure that conditions are same for both. Controllable variables: Time, weather conditions. These variables control the biodiversity index which is going to be derived and will be controlled as I will decide at which time am I going to measure number of species in ecosystem. In my case, it will be beginning of June. As well as I am going to make sure that I measure it on optimal temperature, without rain or strong sun. PROCEDURE Material: * Meter * Paper * Pen * Calculator * Thermometer Procedure Plan is the key point of each procedure. As I already found material needed for beginning of my investigation, I have to decide on two different location for measuring. It is going to be meadow and garden around family house. In both locations, area of measurement is going to be 3 m2 and I am going to make sure that during the measurement in both locations, conditions of temperature are approximately the same. As I labeled the area of 3 m2 in meadow, I will count the number of different species living there. In addition, I will count number of organisms of each specie. While doing that, I will see the temperature on the thermometer. The same procedure is going to be repeated in garden. After collecting all the raw data, it is going to be presented through value of biodiversity index.

Benefits of Subtitles in English Learning

Benefits of Subtitles in English Learning CHAPTER I INTRODUCTION 1.1 Background All through the years, there has been an increasing emphasis on teaching English as an instrument for communication, and technology has played a critical function in facilitating authentic communication. The movement of language teaching objectives and practices has changed from the printed word and knowledge of language systems to the use and communicative value of the spoken language in the everyday setting (Vanderplank, 1993). In a sense, the efficacy of multimedia has drawn great consideration and is presumed, under the theory of adding an additional channel of media to send out a message, to significantly improve communication and comprehension (Dwyer, 1978). Multimedia technology (like TV, computers, networks, emails video cassette recorders (VCRS), compact disc ready-only memories (CD-ROMs) and interactive multimedia) aids the teaching technique of integrating real-life situations with the target language into the language classroom. In this meticulous setting, learners slowly expand their language acquisition by being exposed to the authentic environment of the target language. According to one of the most outstanding theories of second language acquisition, Krashen (1985) proposed that learners can learn a large amount of language unconsciously through ample comprehensible input. The Input Hypothesis, stated by Krashen, argues that the use of a target language in real communicative environments and the stress on rich comprehensible input by exposing the learners to the target language in the classroom facilitate their language acquisition. In other words, language acquisition only happens when comprehensible input is suitably delivered. In this respect, language teachers struggle to employ a wide range of teaching techniques to make authentic situations and to promote learners language acquisition. Many researchers have presented strong evidence that multimedia (like computers, video, and TV) have helpful effects on language learning due to rich and authentic comprehensible input (Brett, 1995; Egbert Jessup, 1996; Khalid, 2001). Results of these studies demonstrated the significance of the use of multimedia develops learners language performance in reading, listening comprehension and vocabulary recognition. One survey study by the American Association of School Administrators showed that 94 percent of teachers and supervisors believe that technology has enhanced students learning considerably. Similarly, many English-as-a-Second Language (ESL) teachers concur that educational technology presents many possibilities for progressing students language proficiency, including their vocabulary, reading, listening, and speaking. Similarly, television programs and videos have created a place in the communication of information and are powerful apparatus in improving language teaching (Anderson Lorch, 1983). Both TV and videos communicate not only visually through pictures but also aurally throughout the spoken word, music and sound effects. The subtitle, a key role on television and videotapes, is coordinated with the dialogue or narration of the programs audio track, expanding comprehension and understanding of TV programs and videos. Lambert, Boehler and Sidoti (1981) have asserted that the constant general movement indicates that information coming through two input types (e.g., dialogue and subtitles) is more systematically processed than if either dialogue or subtitles are presented alone. This result is in agreement with the dual-coding theory by Allan Paivio (1971), sustaining the usefulness of multiple-channel communication. In the same way, Hartmans (1961a) findings support the between-channel redun dancy theory which suggested that when information is redundant between two input sources (e.g., dialog and subtitles), comprehension will be superior than when the information is coming through one input form, (e.g., dialog). He also gave a description of redundant information as identical information from the visual and verbal stimuli. In this respect, Hartman completed that the benefit of the multiple-channel learning system is this: information coming from two information sources is more comprehensible than that through one. Information input through different sensory channels supplies receivers with additional stimuli reinforcement to guarantee that more complete learning happens. More explicitly, the additional stimuli reinforcement helps out learners in systematizing and structuring the incoming information. However, a contrasting theory, the single channel theory proposed by Broadbent (1958), states that human can only process information throughout one channel at a time. This theory assumes that the decline of learning takes place if the information is received through two or more sources. The learning is delayed when the multiple-channel presentation of information is used in the teaching-learning process. Along with this contentious viewpoint between the single and the multiple-channel presentation, an awareness of and interest in the use of multimedia resources have been increasing, like the presentation of subtitled materials. Today, language learning has turned out to be more available by implementing multimedia with spoken information and full visual context, such as subtitles. For instance, subtitled videos representing words and pictures in an aural and in a visual form are more probable to activate both coding systems in the processing than words or pictures alone. The dual-coding theory proposed by Paivio (1971) suggests that when pictures are added to the meaning, the number of signals connected with the message increases. Viewers then will be more probable to keep the message in mind. Therefore, the results of the past research appear to sustain the aspect that the use of subtitles causes multi-sensory processing, interacting with audio, video and print mechanisms. These information input foundations get the process of language learning better, improve the comprehension of the content, and increase vocabulary by looking at the subtitled words in meaningful and stimulating circumstances. In addition , a lot of teachers consider subtitles shed some new light on a better way of using various multimedia in the ESL classroom. When subtitled technology appeared more than 15 years ago, many educators quickly saw value in exploiting its potential in helping students process language in a different way and effectively by means of the printed word. (Goldman, 1996; Holobow, Lambert, Sayegh, 1984; Koskinen, Wilson, Gambrell, Neuman, 1993; Parks, 1994; Vanderplank, 1993). 1.1.1 Subtitle Subtitles, which are English written subtitles on instructional English-as-second-language (ESL) videos in this study, are the written version of the audio constituent that permits dialogue, music, narration and sound effects to be shown at the bottom of the screen on most televisions. There are two kinds of subtitles explained in general terms: the open subtitle and the closed subtitle. Closed subtitles refer to the subtitles that are not automatically visible to the viewer; however can be viewed by turning on through use of a remote control or an electronic subtitle decoder. By contrast, open subtitles are visible to all viewers without turning them on with a remote control. Subtitling is not only the main function of the TV but a positive function of video tapes. Video tapes offer subtitling by those who specialize in computer workstations. To make subtitles visible, an electronic subtitle decoder is obligatory, that is easily attached to a television set. Although it is not avail able in some areas of the world, subtitling technology is broadly accessible and draws great attention in the United States. In 1990, the U. S. Congress passed the Television Decoder Circuitry Act requiring that all new televisions, thirteen inches or larger, be prepared with subtitle decoder circuitry. The function of the decoder circuitry is to receive, decode, and show closed subtitles from cable, DVD signals and videotape appropriately. With reference to this regulation, the consumer is no longer required to pay for a separate decoder, when in possession of an applicable TV set. Therefore, thousands of people in the U.S. have access to subtitles without any trouble by pushing the button on the remote controls (National Subtitleing Institute, 1989). However, available access of subtitles on foreign film videos is still restricted in other countries, such as Taiwan and Japan, where external subtitle decoders are necessary for viewing. Subtitleing was devised initially for the hearing impaired. The statistics on the number of decoders sold confirm that more than half were bought for the hearing impaired who assert that decoders are helpful to them. Increasingly, the use of subtitles has also augmented among the non-native speakers who are motivated to improve their language learning. A study by Hofmeister, Menlove, and Thorkildsen (1992) discovered that 40 percent of people other than the hearing impaired buy the decoders, such as foreign students. To be explicit, the motive for this phenomenon is that subtitles show words in a motivating atmosphere where the audio, video and print media help viewers comprehend the unknown words and meanings in their context. However, subtitles have a great impact on comprehension improvement of specific TV programs and improve English language learning progressively. For the benefits of the multimedia approach, ESL programs began to incorporate subtitled materials into the curricula to help ESL students language learning. The focus on teaching techniques and on means of optimizing students comprehension of the second language has been of great concern through this multimedia. Koskinen, Wilson, Gambrell, and Neuman (1993) stated that the subtitled video is a new and promising approach for improving students vocabulary, reading comprehension, and motivation. Other researches have been conducted to inspect whether subtitled TV and video improve or obstruct students learning. The results have indicated that subtitled TV and videos are helpful for the hearing impaired, ESL students and disabled students (Bean Wilson, 1989; Borras Lafayette, 1994; Ellsworth, 1992; Garza, 1991; Goldman, 1996; Goldman Goldman, 1988; Markham, 1989; Nugent, 1983; Parlato, 1985; Price, 1983; Vanderplank, 1991; Webb, Vanderplank, Parks, 1994; Wilson Koskinen, 1986). Despite a large number of studies suggesting/demonstrating the benefits of the use of subtitles for the hearing-impaired, language learners, and disabled students, similar studies on the use of English subtitles in English teaching are still limited in Iran. Thus, there is great scope for additional examination into the potential use of subtitled television videos to enhance language teaching to English-as-Foreign-Language (EFL) students. The design of this research elaborates mainly on the language learning achievements. This study adds to the aforementioned to investigate the exposure of target language input to students through the presentation subtitled videos. This research focuses on the absence or presence of 10 English subtitled ESL instructional video episodes for a period of five weeks as a primary variable in an experiment to help determine the conditions for the improvement of Iranian college students learning English as a foreign language in Iran. 1.2 Statement of the Problem Many people in Iran have problems when it comes to communicating with foreigners in English. In addition, to get information from the Internet, having a fair amount of English knowledge is required. That makes accessing information a problem for those with limited English language proficiency. In addition, those Iranian students who wish to study abroad, language is the main problem since they have studied in Farsi for all their educational life, and thus adapting to a non-Persian environment is consequently very difficult. Students in Iran, start learning the Basic English at their secondary schools, however the curriculum structure, is based on teaching grammar rather than oral skills; therefore, most students oral communication skills are limited. . Moloney (1995) states that the emergence of English in the global market has resulted in the current ardor for learning English in developing countries. The need for English in Iran is unique. English is not only a required course for Iranian students, but also required and tested as part of major entrance examinations in Iran. These mentioned issues are going to be considered in proposing subtitles in videos and English learning movie solution. 1.3 Objectives of the Study The purpose of this study is to investigate the effectiveness of subtitled videos in enhancing university students language learning in Iran [English as a foreign language (EFL)]. In the study, the term language learning represents two types of performances. The first is students content comprehension of a particular video episode, as evaluated by a Content Specific Tests (CST) and the second is to investigate the learners vocabulary acquisition. 1.4 Significance of the Study Teachers professional development activities always focus on those types of teaching strategies that help students improve along with their path of learning process. As the research has been designed to discover the effectiveness of presenting subtitles on the movies on vocabulary acquisition and content comprehension, it would be of much significance if confirmed that this strategy works. Generally speaking, it can also been resulted that the finding of this research also could be added to the body of language teaching, learning and use of multimedia technology knowledge. The findings of this study can be share with the curriculum designers, EFL/ ESL teachers for the technology to be implemented in the classroom, materials developers for English teaching 1.5 Hypotheses This study focuses on English language learners performance on the Content-Specific Tests (CST) of vocabulary, and content comprehension of videos with and without subtitles. The researcher tested each of the following null hypotheses as she controls the initial differences of the participants in their general English proficiency. Ho 1: There is no significant difference on the scores of the content comprehension subtest of the CST between subjects watching videos with subtitles and those watching videos without subtitles. Ho 2: There is no significant difference on the scores in the content vocabulary subtest of the CST between subjects watching videos with subtitles and those watching videos without subtitles. 1.6 Research Question 1. Does presence of English subtitles on the videos help learners improve their vocabulary significantly? 2. Does presence of English subtitles on the videos help learners improve their content comprehension significantly? 3. Does presence of English subtitles on the videos help learners improve their English language proficiency significantly? 1.7 Definition of the Terms The definitions are given here to make sure uniformity and understanding of these terms throughout the study. 1.7.1 Subtitle Subtitle is the spoken words designed for the deaf and hearing-impaired people helping them read what they cannot hear. The terms subtitles and subtitles are interchangeably used in this research and are described as the translations of the spoken words to the written with the identical language shown at the bottom of the screen. 1.7.2 Closed Subtitle A subtitle of spoken words viewed by a special decoding device installed in the television set or a special decoder machine. 1.7.3 Open Subtitle A subtitle of spoken words that always is printed at the bottom of the screen. 1.7.4 Content-Specific Test (CST) An instrument designed by the researcher for this study used to measure learners overall comprehension in terms of vocabulary and content comprehension of a particular video segment. The CST includes the two subtests: vocabulary and content comprehension. 1.7.5 Content Vocabulary The vocabulary that comes into sight from the particular video piece viewed by the subjects 1.7.6 Content Comprehension Content comprehension that focuses mainly on the whole story script and test viewers comprehension of the particular information shown in the video 1.8 Limitation of the Study The researcher encountered difficulty in access to the samples of all Iranian population of EFL learners since the country is very huge and the numbers of English learners are so many. It was very hard to control teachers inside-class activities based on the methodologies presented to them. Non-generalizability of the findings to all English learners, especially ESL learners is another which is because the research is conducted in an EFL (Iran) context. The last but not the least limitation is the material choice since there are various types of videos. Therefore, the researcher had to restrict the video to an instructional video, connect with English since it is both with and without subtitle available as well as being suitable for the proficiency level of the participants. 1.9 ORGANIZATION OF THE STUDY This study is divided into five chapters. Chapter I introduces the foundation for this research, the purpose of the study, and definitions of key terms used throughout the study to diminish potential misunderstanding. Chapter II presents a review of the literature of the use of subtitles. It starts with a theoretical review of the cognitive information processing relevant to the single channel theory and the multiple-channel theory, with focus on the cue-summation theory, the between-channel redundancy theory, the dual-coding theory and the capacity theory. It then keeps on with a discussion of the schemata theory, the Comprehensible Input Hypothesis by Krashen and the ACT Model by Anderson. Subsequently, the relevant major research on subtitles for the hearing-impaired, disabled, normal reading ability, and language learners is offered. Chapter III outlines the method of hypotheses testing formulated in Chapter I. It also includes the research design, followed by a description of the subjects in this study, the treatment materials employed, the testing instruments, the data collection procedure, and the details of the data analysis applied. In Chapter IV, the analyses are performed to reveal the research hypotheses are explained in detail, with the quantitative results of these analyses and an interpretation of the results. The final chapter, Chapter V, summarizes the findings of the study in light of research hypotheses and discusses the performance of the subjects and the results of the analyses shown in Chapter IV. The conclusion interprets the effect of subtitled videos on EFL students language learning in relation to their listening and reading comprehension and their vocabulary. To synthesize the conclusion of this study, pedagogical implications, the limitations of the study and further research are presented. CHAPTER II 2 REVIEW OF LITERATURE 2.1 Cognitive Processing Theories In many communities around the world, competence in two, or more, languages is an issue of considerable personal, socio-cultural, economic, and political significance. (Fred Genesee McGill University, WHAT DO WE KNOW ABOUT BILINGUAL EDUCTION FOR MAJORITY LANGUAGE STUDENTS). Historical documents indicate that individuals and whole communities around the world have been compelled to learn other languages for centuries and they have done so for a variety of reasons such as language contact, colonization, trade, education through a colonial language (e.g., Latin, Greek), intermarriage, among others (Lewis, 1977). The term learning has been considered in different ways by psychologists throughout history. Some behaviorists believe that learning is a relatively permanent change in behavior which occurs as a result of experience or practice. In addition Iranian students consider the radical-changing world as a situation of globalization that makes them study English as their second language and also a key to main language of scholarship. Thus Iranian government obliged students to start studying courses in English from early primary school through to university over a course of about 7 years. Despite this, reports show poor linguistic results; thus there is a requirement for an in-depth analysis of the teaching methods to understand the reasons for failure. Analyzing the process of effective learning, usually this is divided into two different components, first is individual interest in a topic and the second part is situational interest (Hidi, 1990). Individual interest is said to be the degree to which the learner or the reader is interested in a certain topic, subject area, or any special activity (Prenzel, 1988; Schiefele, 1990). Situational interest is explained as an emotional state aroused by situational stimuli (Anderson, Shirey, Wilson, Fielding, 1987; Hidi, 1990). The literature shows that the individual interest of the reader learner has a positive influence on text comprehension (Anderson, Mason, Shimey, 1984; Asher, 1980; Baldwin, Peleg-Bruckner, McClintock, 1985; Belloni Jongsma, 1978; Bernstein, 1955; Entin Klare, 1985; Osako Anders, 1983; Renninger, 1988; Stevens, 1982). However these researchers defined individual interests as the relatively long-term orientation of an individual towards a type of object, activity, or area of knowledge. This is why exciting tools such as movies seem to have positive effect on learning. (Schiefele, 1987). Schiefele also believes that individual interest is itself a domain-specific or topic-specific motivational characteristic of personality, composed of feeling-related and value-related valences. Then, individual interest is naturally generated by a text that constitutes a feeling of enjoyment or involvement. Individual interest motivates the learner to become involved in reading the specific subject matter. Fransson (1977) indicated that students who were interested in a special topic exhibited and showed deeper processing of a related text. Using free recall and extensive interviews, Fransson found that high-interest subjects made more connections between both different parts of the text and also between what was read and prior knowledge or personal experience. Benware and Deci (1984) and Grolnick and Ryan (1987) arrived at almost the same results, demonstrating that topic-interested We shall also call it intrinsically motivated students exhibited markedly greater conceptual comprehension of text content in contrast with non-interested and extrinsically motivated students. The process of the language learning is seen as a complicate cognitive skill. According to Neisser (1967), cognitive psychology considers that all information passes a process through which the sensory input is transformed, reduced, focused, stored, recovered and used. Gardner and Lambert (1972) are said to be pioneers in the investigation of socio-psychological aspects of second-language learning. They conducted numerous studies on the relationships of attitudes and social-context to the process of learning a second language. They proposed a distinction between these two models: integrative and instrumental motivation. The former is defined as a full identification by the learner with the target-language group and readiness to be identified as part of it. The latter indicates interest in learning L2 only as a tool to procure a better future through social mobility; in this case the learner does not identify with the target-language speakers. However integrative motivation is often considered more likely to lead to success in second language learning than instrumental motivation. Banduras (1986) and Zimmermans (1989). In particular, some of cognitive theorists believe that information-processing theory has the concept of capacity theory within itself. They suggest that the human capacity for learning a language is not regarded as an apart and disconnected from cognitive processes. According to Beck and McKeown (1991), most research on vocabulary leaning has focused on written text, probably because vocabulary research has developed under the umbrella of reading research. Having this fact in mind that arousing interests causes effectives in learning, is supported by a number of studies which have clearly indicated that television programs and movie videos may also be used as a motivational tool to affect teaching techniques in the field of language learning, especially in the area of vocabulary learning. For instance, Rice and Woodsmall (1988) found that children learn words from their first language when watching animated films with voice-over narration. Such learning can be further improved when the films are subtitled, i.e., when voice is accompanied by orthographic information. Schilperoord, Groot, Son (2005). Researches shows that in countries like the Netherlands, where almost 20% of all programs on Dutch public TV and commercial televisions are foreign, learners are provided with opportunities to learn foreign languages, especially since the 1980s, when the teletext was introduced. Similarly, Koolstra and Beentjes (1999) maintain that in the small language communities, a considerable number of television programs are subtitled, causing and creating the possibility of vocabulary acquisition not only in ones first language but also in his foreign languages learning process. Actually, the use of television programs and movie videos for educational purposes is not new. What researchers are interested in is how much learners can learn from films and television programs, and what factors influence the amount and kind of learning and how much. According to Reese Davie (1987 ) to address this concern, researchers have examined features like message structure and format characteristics to identify those which best facilitate learning. Reese Davie report studies which suggest that visual illustrations are most effective when they are accompanied by the script. Looking at socio-cultural factors attitude affecting in success of learning, however the combinations of traits explain the use that the learner makes of the available learning opportunities, all of which affect L2 learning. Wong-Fillmore (1991) indicates three main factors affecting L2 learning: the need to learn the second language, speakers of the target language who provide learners access to the language [cultural openness], the social setting that brings learners and target-language speakers into contact frequently enough that makes language developments possible [social openness, cultural openness, interaction between learners and target-language speakers]. Clement (1980) also places great emphasis on the L2 learners motivation and the cultural milieu. In Clements model, primary motivational process, is defined as the net result of two opposing forces—integrativeness minus fear of assimilation. Integrativeness refers to the desire to become an accepted member of the tar get group; fear of assimilation refers to the fear of becoming completely like the other culture and losing ones native language and culture. Fear of assimilation along with fear of loss of ones native language and heritage may weaken L2 learning motivation, especially in the countries like Iran where people are brightly proud of the history and heritage. Schumann (1986) suggests a model focusing on a cultural aspect of learning that he terms â€Å"acculturation,† that is, integration of the social and the psychological characteristics of learners with those of target-language speakers. Under this heading, he classifies the social and affective factors cluster both as a single variable. According to Schumann, there are two factors in acculturation [social integration psychological openness] namely, sufficient contact and receptiveness between members of target-language and L2-learner groups. There are clearly a number of common features between the above models. They all include the effect of social context attitudes (integrative or instrumental) and acculturation. A problematic social context usually affects L2 learning negatively, especially when the learners are minorities learning L2 as the language of the dominant group like it seems to have the same role with English language as a semi-dominant language of the world especially in contrast with the middle east languages. However, learners awareness of the necessity for learning the L2 affects their success positively even if it symbolizes a conflict between the minority and the majority. L2 learners apply instrumental motivation, which operates as a meta-cognitive strategy whereby they persuade themselves to engage in L2 learning even though they have no liking for the language and the culture (Abu-Rabia, 1991, 1993; Bandura, 1986; Zimmerman, 1989). Looking to the movies and TV programs as a motivational tool in learning a language, and based on a justification of the outperformance of students exposed to subtitled video theories are grounded in research either on the single channel theory or on the multiple-channel theories. Multiple-channel theories hold an overview of the cue-summation, the between-channel redundancy theory, the capacity theory and dual-coding theory. Moreover, the schema theory, the Krashens Comprehensible Input Hypothesis and the ACT model by Anderson are also evaluated in the following part, attending to how information processes and learning happens. 2.2 Schema Theory According to Bartlett (1932), a schema is defined as a store of perceived sensory information in memory. He explains that schemata are formed and culturally regulated. As the number of schemata increases, one is able to recall an ever-larger amount of information in minimum time; adapting new information to an appropriate schema allows one to remember new and important ideas (Rumelhart, 1981, 1984). However consistency with an existing schema leads to understanding and inconsistency generally causes problems in the comprehension process. Schemata can impede and slow down reading comprehension and memory; details that are inconsistent with ones schema are deleted, or transformed, and rationalized to fit the existing schemata in the memory. On the other hand, schemata can also play a facilitating role when their details are consistent with the reading content; in this case cognitive processing occurs quickly without serious obstacles (Anderson, 1987; Van Dijk Kintsch, 1983). Researche rs usually compare reading of culturally-familiar and unfamiliar stories by students from different ethnic backgrounds. Results have shown that students comprehension of cultural stories is a function of their cultural familiarity with these stories (Abu-Rabia, 1991, 1993, 1995; Abu-Rabia Feuerverger, 1996; Adams Collins, 1977; Anderson Gipe, 1983; Anderson, Reynolds, Schallert, Goetz, 1977; Baldwin et al., 1985; Carrell Eisterhold, 1983; Lipson, 1983; Paul, 1959; Reynolds, Taylor, Steffensen, Anderson, Shirley, 1982; Steffensen, Joag-Dev, Anderson, 1979; Yousef, 1968; Zegarra Zinger, 1981). However, learners awareness of the necessity for learning the L2 affects their success positively even if it symbolizes (according to Abu-Rabias above) a conflict between the minority and the majority. Second language learners apply instrumental motivation, which operates as mentioned like a meta-cognitive strategy whereby they persuade themselves to engage in L2 learning even though they have no liking for the language and the culture (Abu-Rabia, 1991, 1993; Bandura, 1986; Zimmerman, 1989). 2.3 The Single Channel Learning Theory The single channel theory is based on the principles that the human processing system has limited capacity in the central nervous system (Trave Benefits of Subtitles in English Learning Benefits of Subtitles in English Learning CHAPTER I INTRODUCTION 1.1 Background All through the years, there has been an increasing emphasis on teaching English as an instrument for communication, and technology has played a critical function in facilitating authentic communication. The movement of language teaching objectives and practices has changed from the printed word and knowledge of language systems to the use and communicative value of the spoken language in the everyday setting (Vanderplank, 1993). In a sense, the efficacy of multimedia has drawn great consideration and is presumed, under the theory of adding an additional channel of media to send out a message, to significantly improve communication and comprehension (Dwyer, 1978). Multimedia technology (like TV, computers, networks, emails video cassette recorders (VCRS), compact disc ready-only memories (CD-ROMs) and interactive multimedia) aids the teaching technique of integrating real-life situations with the target language into the language classroom. In this meticulous setting, learners slowly expand their language acquisition by being exposed to the authentic environment of the target language. According to one of the most outstanding theories of second language acquisition, Krashen (1985) proposed that learners can learn a large amount of language unconsciously through ample comprehensible input. The Input Hypothesis, stated by Krashen, argues that the use of a target language in real communicative environments and the stress on rich comprehensible input by exposing the learners to the target language in the classroom facilitate their language acquisition. In other words, language acquisition only happens when comprehensible input is suitably delivered. In this respect, language teachers struggle to employ a wide range of teaching techniques to make authentic situations and to promote learners language acquisition. Many researchers have presented strong evidence that multimedia (like computers, video, and TV) have helpful effects on language learning due to rich and authentic comprehensible input (Brett, 1995; Egbert Jessup, 1996; Khalid, 2001). Results of these studies demonstrated the significance of the use of multimedia develops learners language performance in reading, listening comprehension and vocabulary recognition. One survey study by the American Association of School Administrators showed that 94 percent of teachers and supervisors believe that technology has enhanced students learning considerably. Similarly, many English-as-a-Second Language (ESL) teachers concur that educational technology presents many possibilities for progressing students language proficiency, including their vocabulary, reading, listening, and speaking. Similarly, television programs and videos have created a place in the communication of information and are powerful apparatus in improving language teaching (Anderson Lorch, 1983). Both TV and videos communicate not only visually through pictures but also aurally throughout the spoken word, music and sound effects. The subtitle, a key role on television and videotapes, is coordinated with the dialogue or narration of the programs audio track, expanding comprehension and understanding of TV programs and videos. Lambert, Boehler and Sidoti (1981) have asserted that the constant general movement indicates that information coming through two input types (e.g., dialogue and subtitles) is more systematically processed than if either dialogue or subtitles are presented alone. This result is in agreement with the dual-coding theory by Allan Paivio (1971), sustaining the usefulness of multiple-channel communication. In the same way, Hartmans (1961a) findings support the between-channel redun dancy theory which suggested that when information is redundant between two input sources (e.g., dialog and subtitles), comprehension will be superior than when the information is coming through one input form, (e.g., dialog). He also gave a description of redundant information as identical information from the visual and verbal stimuli. In this respect, Hartman completed that the benefit of the multiple-channel learning system is this: information coming from two information sources is more comprehensible than that through one. Information input through different sensory channels supplies receivers with additional stimuli reinforcement to guarantee that more complete learning happens. More explicitly, the additional stimuli reinforcement helps out learners in systematizing and structuring the incoming information. However, a contrasting theory, the single channel theory proposed by Broadbent (1958), states that human can only process information throughout one channel at a time. This theory assumes that the decline of learning takes place if the information is received through two or more sources. The learning is delayed when the multiple-channel presentation of information is used in the teaching-learning process. Along with this contentious viewpoint between the single and the multiple-channel presentation, an awareness of and interest in the use of multimedia resources have been increasing, like the presentation of subtitled materials. Today, language learning has turned out to be more available by implementing multimedia with spoken information and full visual context, such as subtitles. For instance, subtitled videos representing words and pictures in an aural and in a visual form are more probable to activate both coding systems in the processing than words or pictures alone. The dual-coding theory proposed by Paivio (1971) suggests that when pictures are added to the meaning, the number of signals connected with the message increases. Viewers then will be more probable to keep the message in mind. Therefore, the results of the past research appear to sustain the aspect that the use of subtitles causes multi-sensory processing, interacting with audio, video and print mechanisms. These information input foundations get the process of language learning better, improve the comprehension of the content, and increase vocabulary by looking at the subtitled words in meaningful and stimulating circumstances. In addition , a lot of teachers consider subtitles shed some new light on a better way of using various multimedia in the ESL classroom. When subtitled technology appeared more than 15 years ago, many educators quickly saw value in exploiting its potential in helping students process language in a different way and effectively by means of the printed word. (Goldman, 1996; Holobow, Lambert, Sayegh, 1984; Koskinen, Wilson, Gambrell, Neuman, 1993; Parks, 1994; Vanderplank, 1993). 1.1.1 Subtitle Subtitles, which are English written subtitles on instructional English-as-second-language (ESL) videos in this study, are the written version of the audio constituent that permits dialogue, music, narration and sound effects to be shown at the bottom of the screen on most televisions. There are two kinds of subtitles explained in general terms: the open subtitle and the closed subtitle. Closed subtitles refer to the subtitles that are not automatically visible to the viewer; however can be viewed by turning on through use of a remote control or an electronic subtitle decoder. By contrast, open subtitles are visible to all viewers without turning them on with a remote control. Subtitling is not only the main function of the TV but a positive function of video tapes. Video tapes offer subtitling by those who specialize in computer workstations. To make subtitles visible, an electronic subtitle decoder is obligatory, that is easily attached to a television set. Although it is not avail able in some areas of the world, subtitling technology is broadly accessible and draws great attention in the United States. In 1990, the U. S. Congress passed the Television Decoder Circuitry Act requiring that all new televisions, thirteen inches or larger, be prepared with subtitle decoder circuitry. The function of the decoder circuitry is to receive, decode, and show closed subtitles from cable, DVD signals and videotape appropriately. With reference to this regulation, the consumer is no longer required to pay for a separate decoder, when in possession of an applicable TV set. Therefore, thousands of people in the U.S. have access to subtitles without any trouble by pushing the button on the remote controls (National Subtitleing Institute, 1989). However, available access of subtitles on foreign film videos is still restricted in other countries, such as Taiwan and Japan, where external subtitle decoders are necessary for viewing. Subtitleing was devised initially for the hearing impaired. The statistics on the number of decoders sold confirm that more than half were bought for the hearing impaired who assert that decoders are helpful to them. Increasingly, the use of subtitles has also augmented among the non-native speakers who are motivated to improve their language learning. A study by Hofmeister, Menlove, and Thorkildsen (1992) discovered that 40 percent of people other than the hearing impaired buy the decoders, such as foreign students. To be explicit, the motive for this phenomenon is that subtitles show words in a motivating atmosphere where the audio, video and print media help viewers comprehend the unknown words and meanings in their context. However, subtitles have a great impact on comprehension improvement of specific TV programs and improve English language learning progressively. For the benefits of the multimedia approach, ESL programs began to incorporate subtitled materials into the curricula to help ESL students language learning. The focus on teaching techniques and on means of optimizing students comprehension of the second language has been of great concern through this multimedia. Koskinen, Wilson, Gambrell, and Neuman (1993) stated that the subtitled video is a new and promising approach for improving students vocabulary, reading comprehension, and motivation. Other researches have been conducted to inspect whether subtitled TV and video improve or obstruct students learning. The results have indicated that subtitled TV and videos are helpful for the hearing impaired, ESL students and disabled students (Bean Wilson, 1989; Borras Lafayette, 1994; Ellsworth, 1992; Garza, 1991; Goldman, 1996; Goldman Goldman, 1988; Markham, 1989; Nugent, 1983; Parlato, 1985; Price, 1983; Vanderplank, 1991; Webb, Vanderplank, Parks, 1994; Wilson Koskinen, 1986). Despite a large number of studies suggesting/demonstrating the benefits of the use of subtitles for the hearing-impaired, language learners, and disabled students, similar studies on the use of English subtitles in English teaching are still limited in Iran. Thus, there is great scope for additional examination into the potential use of subtitled television videos to enhance language teaching to English-as-Foreign-Language (EFL) students. The design of this research elaborates mainly on the language learning achievements. This study adds to the aforementioned to investigate the exposure of target language input to students through the presentation subtitled videos. This research focuses on the absence or presence of 10 English subtitled ESL instructional video episodes for a period of five weeks as a primary variable in an experiment to help determine the conditions for the improvement of Iranian college students learning English as a foreign language in Iran. 1.2 Statement of the Problem Many people in Iran have problems when it comes to communicating with foreigners in English. In addition, to get information from the Internet, having a fair amount of English knowledge is required. That makes accessing information a problem for those with limited English language proficiency. In addition, those Iranian students who wish to study abroad, language is the main problem since they have studied in Farsi for all their educational life, and thus adapting to a non-Persian environment is consequently very difficult. Students in Iran, start learning the Basic English at their secondary schools, however the curriculum structure, is based on teaching grammar rather than oral skills; therefore, most students oral communication skills are limited. . Moloney (1995) states that the emergence of English in the global market has resulted in the current ardor for learning English in developing countries. The need for English in Iran is unique. English is not only a required course for Iranian students, but also required and tested as part of major entrance examinations in Iran. These mentioned issues are going to be considered in proposing subtitles in videos and English learning movie solution. 1.3 Objectives of the Study The purpose of this study is to investigate the effectiveness of subtitled videos in enhancing university students language learning in Iran [English as a foreign language (EFL)]. In the study, the term language learning represents two types of performances. The first is students content comprehension of a particular video episode, as evaluated by a Content Specific Tests (CST) and the second is to investigate the learners vocabulary acquisition. 1.4 Significance of the Study Teachers professional development activities always focus on those types of teaching strategies that help students improve along with their path of learning process. As the research has been designed to discover the effectiveness of presenting subtitles on the movies on vocabulary acquisition and content comprehension, it would be of much significance if confirmed that this strategy works. Generally speaking, it can also been resulted that the finding of this research also could be added to the body of language teaching, learning and use of multimedia technology knowledge. The findings of this study can be share with the curriculum designers, EFL/ ESL teachers for the technology to be implemented in the classroom, materials developers for English teaching 1.5 Hypotheses This study focuses on English language learners performance on the Content-Specific Tests (CST) of vocabulary, and content comprehension of videos with and without subtitles. The researcher tested each of the following null hypotheses as she controls the initial differences of the participants in their general English proficiency. Ho 1: There is no significant difference on the scores of the content comprehension subtest of the CST between subjects watching videos with subtitles and those watching videos without subtitles. Ho 2: There is no significant difference on the scores in the content vocabulary subtest of the CST between subjects watching videos with subtitles and those watching videos without subtitles. 1.6 Research Question 1. Does presence of English subtitles on the videos help learners improve their vocabulary significantly? 2. Does presence of English subtitles on the videos help learners improve their content comprehension significantly? 3. Does presence of English subtitles on the videos help learners improve their English language proficiency significantly? 1.7 Definition of the Terms The definitions are given here to make sure uniformity and understanding of these terms throughout the study. 1.7.1 Subtitle Subtitle is the spoken words designed for the deaf and hearing-impaired people helping them read what they cannot hear. The terms subtitles and subtitles are interchangeably used in this research and are described as the translations of the spoken words to the written with the identical language shown at the bottom of the screen. 1.7.2 Closed Subtitle A subtitle of spoken words viewed by a special decoding device installed in the television set or a special decoder machine. 1.7.3 Open Subtitle A subtitle of spoken words that always is printed at the bottom of the screen. 1.7.4 Content-Specific Test (CST) An instrument designed by the researcher for this study used to measure learners overall comprehension in terms of vocabulary and content comprehension of a particular video segment. The CST includes the two subtests: vocabulary and content comprehension. 1.7.5 Content Vocabulary The vocabulary that comes into sight from the particular video piece viewed by the subjects 1.7.6 Content Comprehension Content comprehension that focuses mainly on the whole story script and test viewers comprehension of the particular information shown in the video 1.8 Limitation of the Study The researcher encountered difficulty in access to the samples of all Iranian population of EFL learners since the country is very huge and the numbers of English learners are so many. It was very hard to control teachers inside-class activities based on the methodologies presented to them. Non-generalizability of the findings to all English learners, especially ESL learners is another which is because the research is conducted in an EFL (Iran) context. The last but not the least limitation is the material choice since there are various types of videos. Therefore, the researcher had to restrict the video to an instructional video, connect with English since it is both with and without subtitle available as well as being suitable for the proficiency level of the participants. 1.9 ORGANIZATION OF THE STUDY This study is divided into five chapters. Chapter I introduces the foundation for this research, the purpose of the study, and definitions of key terms used throughout the study to diminish potential misunderstanding. Chapter II presents a review of the literature of the use of subtitles. It starts with a theoretical review of the cognitive information processing relevant to the single channel theory and the multiple-channel theory, with focus on the cue-summation theory, the between-channel redundancy theory, the dual-coding theory and the capacity theory. It then keeps on with a discussion of the schemata theory, the Comprehensible Input Hypothesis by Krashen and the ACT Model by Anderson. Subsequently, the relevant major research on subtitles for the hearing-impaired, disabled, normal reading ability, and language learners is offered. Chapter III outlines the method of hypotheses testing formulated in Chapter I. It also includes the research design, followed by a description of the subjects in this study, the treatment materials employed, the testing instruments, the data collection procedure, and the details of the data analysis applied. In Chapter IV, the analyses are performed to reveal the research hypotheses are explained in detail, with the quantitative results of these analyses and an interpretation of the results. The final chapter, Chapter V, summarizes the findings of the study in light of research hypotheses and discusses the performance of the subjects and the results of the analyses shown in Chapter IV. The conclusion interprets the effect of subtitled videos on EFL students language learning in relation to their listening and reading comprehension and their vocabulary. To synthesize the conclusion of this study, pedagogical implications, the limitations of the study and further research are presented. CHAPTER II 2 REVIEW OF LITERATURE 2.1 Cognitive Processing Theories In many communities around the world, competence in two, or more, languages is an issue of considerable personal, socio-cultural, economic, and political significance. (Fred Genesee McGill University, WHAT DO WE KNOW ABOUT BILINGUAL EDUCTION FOR MAJORITY LANGUAGE STUDENTS). Historical documents indicate that individuals and whole communities around the world have been compelled to learn other languages for centuries and they have done so for a variety of reasons such as language contact, colonization, trade, education through a colonial language (e.g., Latin, Greek), intermarriage, among others (Lewis, 1977). The term learning has been considered in different ways by psychologists throughout history. Some behaviorists believe that learning is a relatively permanent change in behavior which occurs as a result of experience or practice. In addition Iranian students consider the radical-changing world as a situation of globalization that makes them study English as their second language and also a key to main language of scholarship. Thus Iranian government obliged students to start studying courses in English from early primary school through to university over a course of about 7 years. Despite this, reports show poor linguistic results; thus there is a requirement for an in-depth analysis of the teaching methods to understand the reasons for failure. Analyzing the process of effective learning, usually this is divided into two different components, first is individual interest in a topic and the second part is situational interest (Hidi, 1990). Individual interest is said to be the degree to which the learner or the reader is interested in a certain topic, subject area, or any special activity (Prenzel, 1988; Schiefele, 1990). Situational interest is explained as an emotional state aroused by situational stimuli (Anderson, Shirey, Wilson, Fielding, 1987; Hidi, 1990). The literature shows that the individual interest of the reader learner has a positive influence on text comprehension (Anderson, Mason, Shimey, 1984; Asher, 1980; Baldwin, Peleg-Bruckner, McClintock, 1985; Belloni Jongsma, 1978; Bernstein, 1955; Entin Klare, 1985; Osako Anders, 1983; Renninger, 1988; Stevens, 1982). However these researchers defined individual interests as the relatively long-term orientation of an individual towards a type of object, activity, or area of knowledge. This is why exciting tools such as movies seem to have positive effect on learning. (Schiefele, 1987). Schiefele also believes that individual interest is itself a domain-specific or topic-specific motivational characteristic of personality, composed of feeling-related and value-related valences. Then, individual interest is naturally generated by a text that constitutes a feeling of enjoyment or involvement. Individual interest motivates the learner to become involved in reading the specific subject matter. Fransson (1977) indicated that students who were interested in a special topic exhibited and showed deeper processing of a related text. Using free recall and extensive interviews, Fransson found that high-interest subjects made more connections between both different parts of the text and also between what was read and prior knowledge or personal experience. Benware and Deci (1984) and Grolnick and Ryan (1987) arrived at almost the same results, demonstrating that topic-interested We shall also call it intrinsically motivated students exhibited markedly greater conceptual comprehension of text content in contrast with non-interested and extrinsically motivated students. The process of the language learning is seen as a complicate cognitive skill. According to Neisser (1967), cognitive psychology considers that all information passes a process through which the sensory input is transformed, reduced, focused, stored, recovered and used. Gardner and Lambert (1972) are said to be pioneers in the investigation of socio-psychological aspects of second-language learning. They conducted numerous studies on the relationships of attitudes and social-context to the process of learning a second language. They proposed a distinction between these two models: integrative and instrumental motivation. The former is defined as a full identification by the learner with the target-language group and readiness to be identified as part of it. The latter indicates interest in learning L2 only as a tool to procure a better future through social mobility; in this case the learner does not identify with the target-language speakers. However integrative motivation is often considered more likely to lead to success in second language learning than instrumental motivation. Banduras (1986) and Zimmermans (1989). In particular, some of cognitive theorists believe that information-processing theory has the concept of capacity theory within itself. They suggest that the human capacity for learning a language is not regarded as an apart and disconnected from cognitive processes. According to Beck and McKeown (1991), most research on vocabulary leaning has focused on written text, probably because vocabulary research has developed under the umbrella of reading research. Having this fact in mind that arousing interests causes effectives in learning, is supported by a number of studies which have clearly indicated that television programs and movie videos may also be used as a motivational tool to affect teaching techniques in the field of language learning, especially in the area of vocabulary learning. For instance, Rice and Woodsmall (1988) found that children learn words from their first language when watching animated films with voice-over narration. Such learning can be further improved when the films are subtitled, i.e., when voice is accompanied by orthographic information. Schilperoord, Groot, Son (2005). Researches shows that in countries like the Netherlands, where almost 20% of all programs on Dutch public TV and commercial televisions are foreign, learners are provided with opportunities to learn foreign languages, especially since the 1980s, when the teletext was introduced. Similarly, Koolstra and Beentjes (1999) maintain that in the small language communities, a considerable number of television programs are subtitled, causing and creating the possibility of vocabulary acquisition not only in ones first language but also in his foreign languages learning process. Actually, the use of television programs and movie videos for educational purposes is not new. What researchers are interested in is how much learners can learn from films and television programs, and what factors influence the amount and kind of learning and how much. According to Reese Davie (1987 ) to address this concern, researchers have examined features like message structure and format characteristics to identify those which best facilitate learning. Reese Davie report studies which suggest that visual illustrations are most effective when they are accompanied by the script. Looking at socio-cultural factors attitude affecting in success of learning, however the combinations of traits explain the use that the learner makes of the available learning opportunities, all of which affect L2 learning. Wong-Fillmore (1991) indicates three main factors affecting L2 learning: the need to learn the second language, speakers of the target language who provide learners access to the language [cultural openness], the social setting that brings learners and target-language speakers into contact frequently enough that makes language developments possible [social openness, cultural openness, interaction between learners and target-language speakers]. Clement (1980) also places great emphasis on the L2 learners motivation and the cultural milieu. In Clements model, primary motivational process, is defined as the net result of two opposing forces—integrativeness minus fear of assimilation. Integrativeness refers to the desire to become an accepted member of the tar get group; fear of assimilation refers to the fear of becoming completely like the other culture and losing ones native language and culture. Fear of assimilation along with fear of loss of ones native language and heritage may weaken L2 learning motivation, especially in the countries like Iran where people are brightly proud of the history and heritage. Schumann (1986) suggests a model focusing on a cultural aspect of learning that he terms â€Å"acculturation,† that is, integration of the social and the psychological characteristics of learners with those of target-language speakers. Under this heading, he classifies the social and affective factors cluster both as a single variable. According to Schumann, there are two factors in acculturation [social integration psychological openness] namely, sufficient contact and receptiveness between members of target-language and L2-learner groups. There are clearly a number of common features between the above models. They all include the effect of social context attitudes (integrative or instrumental) and acculturation. A problematic social context usually affects L2 learning negatively, especially when the learners are minorities learning L2 as the language of the dominant group like it seems to have the same role with English language as a semi-dominant language of the world especially in contrast with the middle east languages. However, learners awareness of the necessity for learning the L2 affects their success positively even if it symbolizes a conflict between the minority and the majority. L2 learners apply instrumental motivation, which operates as a meta-cognitive strategy whereby they persuade themselves to engage in L2 learning even though they have no liking for the language and the culture (Abu-Rabia, 1991, 1993; Bandura, 1986; Zimmerman, 1989). Looking to the movies and TV programs as a motivational tool in learning a language, and based on a justification of the outperformance of students exposed to subtitled video theories are grounded in research either on the single channel theory or on the multiple-channel theories. Multiple-channel theories hold an overview of the cue-summation, the between-channel redundancy theory, the capacity theory and dual-coding theory. Moreover, the schema theory, the Krashens Comprehensible Input Hypothesis and the ACT model by Anderson are also evaluated in the following part, attending to how information processes and learning happens. 2.2 Schema Theory According to Bartlett (1932), a schema is defined as a store of perceived sensory information in memory. He explains that schemata are formed and culturally regulated. As the number of schemata increases, one is able to recall an ever-larger amount of information in minimum time; adapting new information to an appropriate schema allows one to remember new and important ideas (Rumelhart, 1981, 1984). However consistency with an existing schema leads to understanding and inconsistency generally causes problems in the comprehension process. Schemata can impede and slow down reading comprehension and memory; details that are inconsistent with ones schema are deleted, or transformed, and rationalized to fit the existing schemata in the memory. On the other hand, schemata can also play a facilitating role when their details are consistent with the reading content; in this case cognitive processing occurs quickly without serious obstacles (Anderson, 1987; Van Dijk Kintsch, 1983). Researche rs usually compare reading of culturally-familiar and unfamiliar stories by students from different ethnic backgrounds. Results have shown that students comprehension of cultural stories is a function of their cultural familiarity with these stories (Abu-Rabia, 1991, 1993, 1995; Abu-Rabia Feuerverger, 1996; Adams Collins, 1977; Anderson Gipe, 1983; Anderson, Reynolds, Schallert, Goetz, 1977; Baldwin et al., 1985; Carrell Eisterhold, 1983; Lipson, 1983; Paul, 1959; Reynolds, Taylor, Steffensen, Anderson, Shirley, 1982; Steffensen, Joag-Dev, Anderson, 1979; Yousef, 1968; Zegarra Zinger, 1981). However, learners awareness of the necessity for learning the L2 affects their success positively even if it symbolizes (according to Abu-Rabias above) a conflict between the minority and the majority. Second language learners apply instrumental motivation, which operates as mentioned like a meta-cognitive strategy whereby they persuade themselves to engage in L2 learning even though they have no liking for the language and the culture (Abu-Rabia, 1991, 1993; Bandura, 1986; Zimmerman, 1989). 2.3 The Single Channel Learning Theory The single channel theory is based on the principles that the human processing system has limited capacity in the central nervous system (Trave

Education Essay -- History, Educational Needs, Curriculum

The reasons we educate our children have changed over time. However, some of the core values remain the same. One of the most important purposes of schooling is the transmission of a culture from one generation to the next. It is important to pass on our culture, values, and beliefs to our children so we continue to have a cohesive population. Schooling offers opportunity to our children by teaching them valuable skills that allow them to be self-sufficient and lead successful lives. Schooling also serves to decrease the social ills those without an education suffer from. A final purpose of education is to create people who are active in civic life. All societies have used formal education to pass on their culture. Schools have been used for centuries to pass on religion, values, and other culturally significant principles. Our culture and curriculum are fully intertwined. When the colonists came to America they brought with them their culture and the way they educated their children reflected that. The first colonists were very religious people and their curriculum was very faith-based. It complimented the instruction they received at church and home. As immigrants flooded into the country, life changed dramatically. As the population spread west, the typical family and social dynamics rapidly changed. People became widely dispersed, and the church’s authority and influence was no longer as important. People soon realized the way they were used to educating their children needed to adapt to their new way of life. Initially only wealthy male children were educated. People might teach their girls to read and write their name, but many believed girls and women lacked the mental capacity to learn much beyond that. In the seve... ...re being piloted at the early grades in a widespread manner† (Feldman, 2007, pg.4) This is a step in the right direction and hopefully with time, there will be an increased awareness and importance placed on civic education. The purpose of schooling can be highly subjective, but some core purposes have persisted through time. These core values are important and will continue to be the driving force of education. Unfortunately, many times the idealized purposes of education are vastly different from the reality. Our education system is not perfect but it is constantly improving. Despite its flaws, our current school system does teach our children many important skills, both socially and academically. School gives our children a chance to reach their full potential and succeed in life. As our culture changes, so will our purposes behind educating our children.