Digital Media in ESP Instruction for Marketing Communication

Štěpánka Hronová, Ladislava Knihová
2020 CASALC Review  
Digitální média ve výuce angličtiny pro speci ické účely zaměřené na marketingovou komunikaci S tepánka Hronová, Ladislava KnihovaÁ bstract: Digital media have profoundly changed our lifestyles especially in ways we communicate and consume information while video-on-demand and other video formats are taking the lead. As a result, also students' preferences related to the content and formats of study materials are changing in a dramatic way. Almost every day, not only foreign language teachers
more » ... n observe how incredibly quickly technologies used in instruction are changing and their own teaching materials are becoming obsolete after signi icantly shorter time periods compared to the situation several years ago. The aim of this paper is to examine and critically evaluate the existing opportunities for English teachers to incorporate video formats into their portfolio of teaching methods as well as use them effectively in the process of updating their own teaching materials. Due to the fact that creative ideas for methodological application of video formats are fully transferable into almost any kind of study programmes, the paper is complemented by a lesson plan based on the Bring your own device (BYOD) approach and the use of the mobile app iMovie. Further, within the frame of microlearning, the article presents a way of using off-the-shelf videos with technical content as part of interactive presentations prepared and presented by students in ESP classes and also in other specialized subjects. Selected results of the empirical research into the managerial attitudes towards incorporating video formats into corporate training enhance the importance of acquiring innovative skills in the context of foreign language learning already during university studies. Key words: English for speci ic purposes, off-the-shelf video, digital media, creative use of video, mobile apps, video format, video-on-demand. Abstrakt: Digitálnı́media zásadnězmeňila nášzǐvotnı́styl, zejmeńa pak způsob, jakyḿ komunikujeme a konzumujeme informace, prǐcěmžvideo na vyzǎ́dánı́a dalsǐ́video formáty hrajıv elmi důlezǐtou roli. V důsledku toho se dramaticky meňı́i preference studentůtyḱajıćı́se obsahu a formátu studijnıćh materiálů. Teḿeř̌kazďýden mohou nejen ucǐtelécizıćh jazykup ozorovat, jak se neuveřǐtelněrychle meňı́technologie pouzǐvanéve vyúce a jak jejich vlastnıś tudijnı́materiály zastaravajı, a to vyŕazněrychleji ve srovnánı́se situacı́prěd neǩolika lety. Cıĺem tohoto prǐśpevku je prozkoumat a kriticky zhodnotit existujıćı́mozňosti pro ucǐtele anglicťiny, jak zacľenit video formáty do sveho portfolia vyúkovyćh metod a jak je efektivněvyuzǐt v procesu aktualizace vlastnıćh vyúkovyćh materiálů. Jelikožjsou kreativnı́nápady pro metodickou aplikaci video formátůplněprěnositelnédo teḿeř̌jakehokoliv studijnıho programu, je prǐśpevek doplneň plánem hodiny zalozěnyḿ na vyuzǐtı́vlastnıho zarǐźenı́studenta (BYOD -Bring Your Own Device) a mobilnı́aplikace iMovie. V rámci tzv. mikroucěnı́(microlearning) cľánek dále prědstavuje způsob vyuzǐtı́existujıćıćh videı́s odbornyḿ obsahem jako soucǎ́sti interaktivnıćh prezentacı́prǐpravenyćh a prezentovanyćh studenty, a to jak v hodinách anglickeho odborneho jazyka, tak i v dalsǐćh odbornyćh prědmeťech. Vybranévyśledky empirickeho DOI: https://doi.org/10.5817/CASALC2020-1-8 Studie 99 vyźkumu manazěrskyćh postojůk zacľeneňı́video formátůdo iremnıho vzdeľavánı́zvysǔjıd ůlezǐtost zıśkánı́inovativnıćh dovednostı́v kontextu vyúky cizıho jazyka jižbeȟem univerzitnıho studia. Klíčová slova: anglicťina pro speci ickéúcěly, bežňědostupnévideo, digitálnı́media, kreativnıv yuzǐtı́videa, mobilnı́aplikace, video formát, video na vyzǎ́dánı.
doi:10.5817/casalc2020-1-8 fatcat:to35u5u7wjdb5ojivmvkf5pcle