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EARTH WRITE
3.3.2 Analysis of CISA/ RDTV Video Contest Entries
Page 16
CISA/ RDTV received entries from thirty- six schools all of which were in the CISA
broadcast area. The station targeted grade five and six children because elementary school
children are introduced to a unit on the farm in grade four. CISA believed that this campaign
would follow up on that introduction.
The entries came from grade five and six students and took the form of video tapes, or
prose stories with illustrations. The station received entries in many different formats but, for
storage reasons, did not save them all. The station forwarded, to the evaluators, copies of all the
print promotion and of the televised promotion. In addition, they sent copies of the winning
videos plus a selection of the non- winning videos. Finally, the station forwarded the paper entries
from two schools.
3.2.2.1 What were the Students asked do do?
The appeal contained in these promotional spots lays equal emphasis on the value of farm
safety as and on the prizes offered.
The televised promotions urge students to produce a video; the promotions offer some
of the 30 second vignettes as examples of videos to emulate or improve. Both the video models
and verbal instructions encourage the children to be creative, include their own ideas, take their
own approach to the topic, and produce something dynamic and visual. As a result, relatively few
of their videos contain " canned" lists of safety tips or stilted dialogue where children are
obviously reading from cue cards or notes prepared by the teacher or AAFRD. The videos
therefore provide a good reading of what children " know" about farm safety and their attitudes
toward it.
The station engaged the services of a teacher to develop the written material sent out to
the schools; these materials approach the contest somewhat differently. The appeal to the
Superintendents and Principals is clearly to win a computer for the school. The appeal to farm
safety is minimal. The letters to the teachers highlight the prize and the deadlines, but dwell
mostly on how to put the contest submission in ( Appendix " K"). Lists of safety tips and lists of
kinds of submissions are provided; sample parental consent forms are included ~ in short, the
appeal is prepared to make it easy for the teacher to engage in the activity.
The results of this highly- structured " paper" approach is that there is less deviance from
the provided models in the students' written entries than there is in the video entries. Children
return lists of farm safety tips that closely resemble ( or simply repeat) the tips sent out from
AAFRD. The only clear measure here is that the materials were received. Where these tip lists
constitute the entries, therefore, there is no indication of attitude or behaviour change, but
perhaps a measure of awareness.
Object Description
| Rating | |
| Title | Project Report "A Safe Farm, is a Great Place to Grow" |
| Subject | Farm Safety; Agriculture |
| Description | Farm Safety Project Report |
| Language | en |
| Format | application/pdf |
| Type | text |
| Source | Alberta Women's Institutes |
| Identifier | awi0811096 |
| Date | 1999 |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
Description
| Title | Page 27 |
| Format | application/pdf |
| Source | AWI Collection |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
| Transcript | EARTH WRITE 3.3.2 Analysis of CISA/ RDTV Video Contest Entries Page 16 CISA/ RDTV received entries from thirty- six schools all of which were in the CISA broadcast area. The station targeted grade five and six children because elementary school children are introduced to a unit on the farm in grade four. CISA believed that this campaign would follow up on that introduction. The entries came from grade five and six students and took the form of video tapes, or prose stories with illustrations. The station received entries in many different formats but, for storage reasons, did not save them all. The station forwarded, to the evaluators, copies of all the print promotion and of the televised promotion. In addition, they sent copies of the winning videos plus a selection of the non- winning videos. Finally, the station forwarded the paper entries from two schools. 3.2.2.1 What were the Students asked do do? The appeal contained in these promotional spots lays equal emphasis on the value of farm safety as and on the prizes offered. The televised promotions urge students to produce a video; the promotions offer some of the 30 second vignettes as examples of videos to emulate or improve. Both the video models and verbal instructions encourage the children to be creative, include their own ideas, take their own approach to the topic, and produce something dynamic and visual. As a result, relatively few of their videos contain " canned" lists of safety tips or stilted dialogue where children are obviously reading from cue cards or notes prepared by the teacher or AAFRD. The videos therefore provide a good reading of what children " know" about farm safety and their attitudes toward it. The station engaged the services of a teacher to develop the written material sent out to the schools; these materials approach the contest somewhat differently. The appeal to the Superintendents and Principals is clearly to win a computer for the school. The appeal to farm safety is minimal. The letters to the teachers highlight the prize and the deadlines, but dwell mostly on how to put the contest submission in ( Appendix " K"). Lists of safety tips and lists of kinds of submissions are provided; sample parental consent forms are included ~ in short, the appeal is prepared to make it easy for the teacher to engage in the activity. The results of this highly- structured " paper" approach is that there is less deviance from the provided models in the students' written entries than there is in the video entries. Children return lists of farm safety tips that closely resemble ( or simply repeat) the tips sent out from AAFRD. The only clear measure here is that the materials were received. Where these tip lists constitute the entries, therefore, there is no indication of attitude or behaviour change, but perhaps a measure of awareness. |
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