Развлечения (музыка и спорт) являются ключевой культурной категорией. Однако определение развлечения может различаться в зависимости от концепции и подхода. Используется на тех, кто спрашивает. В этом отчете представлено понимание развлечений в трех ключевых областях. Развлечение характеризуется коммерческой бизнес-моделью в индустриальном дискурсе. В оценочных дискурсах, используемых потребителями и критиками, это понимается через эстетическую систему, которая отдает предпочтение эмоциональной вовлеченности, сюжету, скорости. Несмотря на то, что развлечения являются одной из центральных категорий, используемых производителями и потребителями культуры, они не были ключевым организующим понятием в научных кругах гуманитарных наук. Это имело важное значение в психологии, где развлечение определяется как все, что человек находит развлечением в солипсической манере. Синтезируя эти подходы, авторы предлагают межотраслевое определение развлечения как «коммерческая культура, ориентированная на аудиторию». / Entertainment (music and sport) is a key cultural category. Yet the definition of entertainment can differ depending on the concept and approach used upon whom one asks. This report maps out understandings of entertainment in three key areas. Entertainment is characterized by a commercial business model in industrial discourse. Within evaluative discourses used by consumers and critics, it is understood through an aesthetic system that privileges emotional engagement, story, speed. Despite being one of the central categories used by producers and consumers of culture, entertainment has not been a key organizing concept within academia in the humanities. It has been significant in psychology, where entertainment is defined as anything that an individual finds entertaining in a solipsistic manner. Synthesizing these approaches, the authors propose a cross-sectoral definition of entertainment as an ‘audience-centered commercial culture’.

No description available.

[Support Institutions:] Department of Administration of Health, University of Montreal, Canada Public Health School of Fudan University, Shanghai, China / Afin de développer un instrument de la version chinoise d`OMS outil d'auto-évaluation de la promotion de la santé dans l'hôpital(OMSOAEPSH), un processus complexe de traduction socio-culturelle a été nécessaire. De plus, de tester la fiabilité et la validité, un enquête a été menée à la fois en Chine et au Canada (Montréal), cette recherche a été le premier fois d`adopter un contre-culture de l`approche complétée qui comprend : cet origine outil en anglais d`OMSOAEPSH proposé par l’OMS a été traduit et adapté en Chinois; la traduction de l’édition source de l’OMSAÉPSH en chinois, puis sa retraduction en anglais par une autre personne afin de tester la pertinence de la ` traduction culturelle`, ensuite trois professionnels de la santé qui connaissent bien l’anglais ont commenté la qualité de la traduction. Une méthode d’échantillonnage non aléatoire a été utilisée. Huit professionnels chinois qui travaillent au sein d’organisations de santé à Montréal ont d’abord été interviewés pour finaliser une épreuve pilote. Ensuite, une enquête formelle a été effectuée dans 3 capitales provinciales en Chine (Shanghai, Kunming et Hefei) au cours de l’été 2008. Au total, quarante gestionnaires issus de vingt-deux hôpitaux de ces trois villes ont participé à la recherche. Deuxièmement, pour fournir un première description de la situation actuelle de la chine de la promotion de la santé en utilisant cette outil chinoise, ces trois villes ont les différents niveaux de développement économique et de culture différente mais ils sont tous profondément influencé par la médecine traditionnelle chinoise. Le modèle de gestion des hôpitaux chinois, l’influence et le rôle de la Médecine Traditionnelle Chinoise (MTC) pour développer la promotion de la santé en Chine ont fait l’objet d’une discussion approfondie dans cette thèse. Tous les répondants ont été volontaires pour participer à la première enquête et la reprise de l`enquête après trois – sept jours. La fiabilité des analyses de cohérence interne par Alpha de Cronbach, inter-évaluateurs fiabilité par analyses de corrélation, Test-retest fiabilité par Paire Sample T-test, la validité des essais par le biais de l`analyse factorielle et Pearson Bivariate Correlations analyse. NPAR test a été utilisé d`analyser la promotion de la santé entre les différentes villes et de comparer leurs différents niveaux entre les différent hôpitaux de grade. Résultats : Seul un item sur quarante (le mot <contenter>) a été jugé unanimement comme ayant un sens différent par rapport à la version originale. Le coefficient alpha de Cronbach’s était 0.938 pour l'ensemble des items et de 0.896 pour l`ensemble des domaines. Cette total de Cronbach Appha de l` coefficient pourrait être affecté par le nombre d`indicateurs. L'alpha de Cronbach’s de la norme 1 à norme 5 était : 0.79, 0.82, 0.81, 0.79 et 0.76. L’analyse du modèle ‘Split-half’ de 0.1 à 1, indiquant qu'il n'y avait aucune différence significative entre les valeurs de l'essai initial et l'essai de répétition de chaque article (pré et post test). Ceci montre que l'outil (version chinoise) est fiable. L’analyse factorielle confirme la validité d`OMSOAEPSH chinoise en général, mais sa validité a besoin de nouvelles recherches théoriques et empiriques. Les données qualitatives montrent que tous les participants pensent que cet outil d'auto-évaluation est avantageux en théorie mais, en pratique, seulement 17 des 35 répondants [chefs d’hôpitaux] entendent utiliser cet instrument dans leur milieu de travail, 15 des 35 gestionnaires d'hôpital l'ont refusé, et 3 employés ne sont pas sûr de l'utiliser. Le score moyen de promotion de la santé, du plus élevé au moins élevé était: norme 5 : 28.95 (72.4% du score plein), norme 4 : 35.7 (71.4%) ; norme 3 : 21.34 (71.1%) ; norme 2 : 28.85 (68.1%) ; norme 1 : 28.17 (62.6%). Le score mayen d`évaluation pour les différents hôpitaux de Grade III à Grade I était154.19 + 7.34 (n=21), 158.67 + 10.7 (n=9), 144.82 + 14.54 (n=11). Le résultat d’analyse de variance a montré qu'il n'y avait aucune différence significative entre les valeurs de différents Grades hôpitaux. Cette thèse a souligné les valeurs caractéristiques du système de soins chinois, notamment que la prévention de la maladie est primauté, le service centré sur le patient- sens. La MTC, combinée avec la médecine occidentale, ainsi que le rôle de l'hôpital, doivent permettre la promotion de la santé dans les communautés environnantes ; ce sont les stratégies pour développer la promotion de la santé, même si la Chine présente un certain nombre de conditions difficiles à ce développement. Cette recherche crée une base pour de futures recherches sur une promotion de la santé efficace dans les hôpitaux chinois. / The first purpose of this research is to develop a Chinese version (WHO self-assessment tool for Health Promotion in Hospital(WHOSATHPH), and test its reliability and validity through a pilot test in Canada (Montréal) and spot field investigation in China, this research was the first time to adopt completely cross-culture approach which includes:translated the source English edition tool into Chinese, then back translated it into English. 8 Chinese health professionals who have worked both in China and Montreal were investigated to complete the pilot test. Then 3 health professionals whose work language is English (1 Native American, 1 evaluation professor, the author of WHOSATHPH) commented the back-translation quality. The spot field investigation was performed in three Chinese capital cities, Shanghai, Hefei and Kunming from 5 June to 30 August 2008. Non-probability sample was used to survey 40 hospital leaders who are from 22 China hospitals, and 3 health management researchers (include 1 government officer). The second purpose of this research is to provide a primary description of China current HPH development by using this Chinese version WHOSATHPH, and to discuss China current hospital service evaluating principle and management model, and analysis the value and culture of TCM and its role and influence to China HPH development. Three capital cities(Shanghai, Kunming, and Hefei) which stand for different economic development level and different culture context feature but all deep influenced by TCM were investigated. 22 hospitals and 35 hospital leaders were given interview while they answered the questionnaire. All the respondents were vonluntary to take part in the first survey and the repeat survey after 3-7 days if they would like to. Reliability analysis include internal consistency(Cronbach Alpha),inter-rater relibility(Correlation analysis),Test-retest reliability( Paire-Sample T-test), Validity Test through factor analysis and Pearson Bivariate Correlations analysis. NPAR test was used to analyize the different cities and different grade hospitals comparison. Result: Only 1 word <satisfy>) was marked different meaning comparing with the back translation English version with original version by all of them. Reliability measures utilized Cronbach's Alpha, the general coefficient of the Chinese version WHOSATHPH was 0.938, Cronbach's alpha for the domains was 0.896. The Cronbach`s alpha for v five standards from one to five were: 0.793, 0.819, 0.807, 0.785, 0.755. 8 groups data were used for Inner-raters analysis, result shows that Shanghai respondents had comment consistency but Hefei and Kunming respondents didn't show inner raters assessed consistency. Pair T-Test for 40 items between pre and post test, the signification p was from 0.1-1 which indicates not statistic significant difference. Factor analysis shows this tool has the general theory construct validity, but the domain construct validity has not show the contruct validity. The results showed that Chinese version WHOSATHPH has high internal consistency but the high Cronbach`s Alpha might concern to the number of items. All the respondents thought WHOSATHPH was valuable in theory research, 15 respondents refused to use this instrument in their work, only 17 respondents accepted it, 3 respondents were not sure to use. The rejective reasons were: no government finance budget support, no demand from the government, difficult to follow. The acceptive reasons were: help to improve the work quality, help to guide HPH development. This research result shows that the Chinese version has reliability and general construct validity, but its validity needs the further conceptual and empirical research to prove. ① For five standards from the highest to lowest: standard5 (continuity and cooperation) 28.95(72.4% of full score), standard4 (healthy workplace) 35.71(71.4%), standard3 (patient information and prevention) 21.34 (71.1%), standard2 (patients assessment) 23.85 (68.1%), standard1 (management and policy) 28.17(only 62.6% of full score). These results show China hospitals has better HPH development level, their means are all over 60% of full score,②The mean of the total score for different grade hospital were: Grade III (n=21)154.19 + 7.34, Grade II(n=9) 158.67 + 10.7, Grade I (n=11) 144.82 + 14.54. Variance analysis result shows that there was no statistic significant difference between different grade hospitals. However, the last conclusion need further research with large ramdom sample size investigation. This thesis discussed the quality and weakness of China health care system and its successive strategies to develop HPH in very poor finance support, huge population, and difficult social condition and polluted environment. Disease prevention first, patient-center, combined the TCM with west medicine are regarded as the successive strategies for China HPH development. This research created a foundation for future HPH research.

Afin de développer un instrument de la version chinoise d`OMS outil d'auto-évaluation de la promotion de la santé dans l'hôpital(OMSOAEPSH), un processus complexe de traduction socio-culturelle a été nécessaire. De plus, de tester la fiabilité et la validité, un enquête a été menée à la fois en Chine et au Canada (Montréal), cette recherche a été le premier fois d`adopter un contre-culture de l`approche complétée qui comprend : cet origine outil en anglais d`OMSOAEPSH proposé par l’OMS a été traduit et adapté en Chinois; la traduction de l’édition source de l’OMSAÉPSH en chinois, puis sa retraduction en anglais par une autre personne afin de tester la pertinence de la ` traduction culturelle`, ensuite trois professionnels de la santé qui connaissent bien l’anglais ont commenté la qualité de la traduction. Une méthode d’échantillonnage non aléatoire a été utilisée. Huit professionnels chinois qui travaillent au sein d’organisations de santé à Montréal ont d’abord été interviewés pour finaliser une épreuve pilote. Ensuite, une enquête formelle a été effectuée dans 3 capitales provinciales en Chine (Shanghai, Kunming et Hefei) au cours de l’été 2008. Au total, quarante gestionnaires issus de vingt-deux hôpitaux de ces trois villes ont participé à la recherche. Deuxièmement, pour fournir un première description de la situation actuelle de la chine de la promotion de la santé en utilisant cette outil chinoise, ces trois villes ont les différents niveaux de développement économique et de culture différente mais ils sont tous profondément influencé par la médecine traditionnelle chinoise. Le modèle de gestion des hôpitaux chinois, l’influence et le rôle de la Médecine Traditionnelle Chinoise (MTC) pour développer la promotion de la santé en Chine ont fait l’objet d’une discussion approfondie dans cette thèse. Tous les répondants ont été volontaires pour participer à la première enquête et la reprise de l`enquête après trois – sept jours. La fiabilité des analyses de cohérence interne par Alpha de Cronbach, inter-évaluateurs fiabilité par analyses de corrélation, Test-retest fiabilité par Paire Sample T-test, la validité des essais par le biais de l`analyse factorielle et Pearson Bivariate Correlations analyse. NPAR test a été utilisé d`analyser la promotion de la santé entre les différentes villes et de comparer leurs différents niveaux entre les différent hôpitaux de grade. Résultats : Seul un item sur quarante (le mot <contenter>) a été jugé unanimement comme ayant un sens différent par rapport à la version originale. Le coefficient alpha de Cronbach’s était 0.938 pour l'ensemble des items et de 0.896 pour l`ensemble des domaines. Cette total de Cronbach Appha de l` coefficient pourrait être affecté par le nombre d`indicateurs. L'alpha de Cronbach’s de la norme 1 à norme 5 était : 0.79, 0.82, 0.81, 0.79 et 0.76. L’analyse du modèle ‘Split-half’ de 0.1 à 1, indiquant qu'il n'y avait aucune différence significative entre les valeurs de l'essai initial et l'essai de répétition de chaque article (pré et post test). Ceci montre que l'outil (version chinoise) est fiable. L’analyse factorielle confirme la validité d`OMSOAEPSH chinoise en général, mais sa validité a besoin de nouvelles recherches théoriques et empiriques. Les données qualitatives montrent que tous les participants pensent que cet outil d'auto-évaluation est avantageux en théorie mais, en pratique, seulement 17 des 35 répondants [chefs d’hôpitaux] entendent utiliser cet instrument dans leur milieu de travail, 15 des 35 gestionnaires d'hôpital l'ont refusé, et 3 employés ne sont pas sûr de l'utiliser. Le score moyen de promotion de la santé, du plus élevé au moins élevé était: norme 5 : 28.95 (72.4% du score plein), norme 4 : 35.7 (71.4%) ; norme 3 : 21.34 (71.1%) ; norme 2 : 28.85 (68.1%) ; norme 1 : 28.17 (62.6%). Le score mayen d`évaluation pour les différents hôpitaux de Grade III à Grade I était154.19 + 7.34 (n=21), 158.67 + 10.7 (n=9), 144.82 + 14.54 (n=11). Le résultat d’analyse de variance a montré qu'il n'y avait aucune différence significative entre les valeurs de différents Grades hôpitaux. Cette thèse a souligné les valeurs caractéristiques du système de soins chinois, notamment que la prévention de la maladie est primauté, le service centré sur le patient- sens. La MTC, combinée avec la médecine occidentale, ainsi que le rôle de l'hôpital, doivent permettre la promotion de la santé dans les communautés environnantes ; ce sont les stratégies pour développer la promotion de la santé, même si la Chine présente un certain nombre de conditions difficiles à ce développement. Cette recherche crée une base pour de futures recherches sur une promotion de la santé efficace dans les hôpitaux chinois. / The first purpose of this research is to develop a Chinese version (WHO self-assessment tool for Health Promotion in Hospital(WHOSATHPH), and test its reliability and validity through a pilot test in Canada (Montréal) and spot field investigation in China, this research was the first time to adopt completely cross-culture approach which includes:translated the source English edition tool into Chinese, then back translated it into English. 8 Chinese health professionals who have worked both in China and Montreal were investigated to complete the pilot test. Then 3 health professionals whose work language is English (1 Native American, 1 evaluation professor, the author of WHOSATHPH) commented the back-translation quality. The spot field investigation was performed in three Chinese capital cities, Shanghai, Hefei and Kunming from 5 June to 30 August 2008. Non-probability sample was used to survey 40 hospital leaders who are from 22 China hospitals, and 3 health management researchers (include 1 government officer). The second purpose of this research is to provide a primary description of China current HPH development by using this Chinese version WHOSATHPH, and to discuss China current hospital service evaluating principle and management model, and analysis the value and culture of TCM and its role and influence to China HPH development. Three capital cities(Shanghai, Kunming, and Hefei) which stand for different economic development level and different culture context feature but all deep influenced by TCM were investigated. 22 hospitals and 35 hospital leaders were given interview while they answered the questionnaire. All the respondents were vonluntary to take part in the first survey and the repeat survey after 3-7 days if they would like to. Reliability analysis include internal consistency(Cronbach Alpha),inter-rater relibility(Correlation analysis),Test-retest reliability( Paire-Sample T-test), Validity Test through factor analysis and Pearson Bivariate Correlations analysis. NPAR test was used to analyize the different cities and different grade hospitals comparison. Result: Only 1 word <satisfy>) was marked different meaning comparing with the back translation English version with original version by all of them. Reliability measures utilized Cronbach's Alpha, the general coefficient of the Chinese version WHOSATHPH was 0.938, Cronbach's alpha for the domains was 0.896. The Cronbach`s alpha for v five standards from one to five were: 0.793, 0.819, 0.807, 0.785, 0.755. 8 groups data were used for Inner-raters analysis, result shows that Shanghai respondents had comment consistency but Hefei and Kunming respondents didn't show inner raters assessed consistency. Pair T-Test for 40 items between pre and post test, the signification p was from 0.1-1 which indicates not statistic significant difference. Factor analysis shows this tool has the general theory construct validity, but the domain construct validity has not show the contruct validity. The results showed that Chinese version WHOSATHPH has high internal consistency but the high Cronbach`s Alpha might concern to the number of items. All the respondents thought WHOSATHPH was valuable in theory research, 15 respondents refused to use this instrument in their work, only 17 respondents accepted it, 3 respondents were not sure to use. The rejective reasons were: no government finance budget support, no demand from the government, difficult to follow. The acceptive reasons were: help to improve the work quality, help to guide HPH development. This research result shows that the Chinese version has reliability and general construct validity, but its validity needs the further conceptual and empirical research to prove. ① For five standards from the highest to lowest: standard5 (continuity and cooperation) 28.95(72.4% of full score), standard4 (healthy workplace) 35.71(71.4%), standard3 (patient information and prevention) 21.34 (71.1%), standard2 (patients assessment) 23.85 (68.1%), standard1 (management and policy) 28.17(only 62.6% of full score). These results show China hospitals has better HPH development level, their means are all over 60% of full score,②The mean of the total score for different grade hospital were: Grade III (n=21)154.19 + 7.34, Grade II(n=9) 158.67 + 10.7, Grade I (n=11) 144.82 + 14.54. Variance analysis result shows that there was no statistic significant difference between different grade hospitals. However, the last conclusion need further research with large ramdom sample size investigation. This thesis discussed the quality and weakness of China health care system and its successive strategies to develop HPH in very poor finance support, huge population, and difficult social condition and polluted environment. Disease prevention first, patient-center, combined the TCM with west medicine are regarded as the successive strategies for China HPH development. This research created a foundation for future HPH research. / [Support Institutions:] Department of Administration of Health, University of Montreal, Canada Public Health School of Fudan University, Shanghai, China

近年來，行銷領域所探討之調節焦點理論與調節配適理論，是有關於消費者心理的研宄，主要是強調，當消費者本身的長期目標導向和所採取的手段方法達到配適時，可以使消費者「感覺對了」，因而產生好的態度反應。同理，當廣告所傳遞的訊息焦點和消費者本身的長期目標導向配適時，也就能使消費者對標的物產生好的態度反應。 本研究以調節焦點理論與調節配適理論為基礎，觀察台灣和日本的消費者，旨在探討文化背景的不同，是否會影響消費者的長期目標導向？對調節配適的效果又會有怎樣的影響？而消費者自我監控程度的不同，又會對調節配適效果發生怎樣的調節作用？ 而本研究結果顯示： 一、 在促進廣告訊息焦點下，當消費者長期促進導向程度越高，越能提升消費者的態度反應，然而在預防廣告訊息焦點下，消費者長期預防導向程度越高時，則無法看出較佳的態度反應。 二、 日本的男、女消費者在預防長期目標導向程度上的差距，大於台灣的男、女消費者差距。 三、 在促進廣告訊息焦點下，消費者的促進導向程度越高，越能提升好的態度反應，此效果在日本的消費者上更明顯 四、 在促進（預防）廣告訊息焦點下，消費者的長期促進（預防）導向程度越高，對產品態度和廣告態度有正向（負向）的提升效果，然而當消費者自我監控程度越高會越弱化該效果。 / Regulatory focus theory and regulatory fit theory are talking about research of consumer’s behaviour in marketing related field in recent years. Two theories emphasise that when consumer’s long-term goal orientation fits methods they take, consumer would feel “that is right” and then positive attitude reaction is made. Meanwhile, when messages from advertisement fit consumer’s long-term goal orientation, consumer would have positive attitude toward the object of advertisements. This research is based on regulatory focus theory and regulatory fit theory to observe consumers in Taiwan and Japan. It discusses does differences of culture background affect consumer’s long-term goal orientation or not. How does culture background influences outcomes of regulatory fit theory? What kind of results based on regulatory fit theory would be made according to differences of consumer’s self-monitoring? The results of the research are in the following: First, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object of the advertisement is more positive. However, in prevention focus advertisement, though the extent of consumer’s chronic prevention goal orientation is higher, consumer did not show more positive attitude toward the object of advertisement. Second, the difference in prevention goal orientation between male and female consumer in Japan is bigger than the difference in prevention goal orientation between male and female consumer in Taiwan. Third, in promotion focus advertisement, when the extent of consumer’s chronic promotion goal orientation is higher, the consumer attitude toward the object is more positive. This situation is more obviously in Japan’s consumer than in Taiwan’s consumer. Finally, in promotion (prevention) focus advertisement, when the extent of consumer’s chronic promotion (prevention) goal orientation is higher, the consumer attitude toward the object is more positive (negative). However, this result will be more unobvious when the extent of consumer’s self-monitoring is higher.

越南文學發展過程，無論漢文文學及其後之喃文（國音）文學，或近世之越文（拉丁 拼音）文學，俱在形式構造及內容思想上，受到中國文學鉅大影響。 本論文之重心，厥在探討中國文學所予越南李朝文學影響者為何？將其原委試為說明 。中越民族、文化嘗密切交流，文中並概述之。論之計五章十三節，今提要如后： 第一章探討中越民族、文化交流情形。此範疇包括越南民族源起、中越民族之接觸環 境與發展過程等。並介紹為中國文化思想、倫理、宗教各方面所影響之越南社會。 第二章探討越南文學醞釀、蛻變之形態及過程。此時越南方內屬中國，政治名義乃漢 唐一郡縣。然在文學思想方面，緣於中國士人陸續避難遷居，而與越南士大夫聯合創 成「南交學派」。此學派已涵「三教同源」傾向，富創造精神而別具一格。 第三章探討李朝文學與社會、政治背景，並及各類詩文之體式。 第四章探討中國文學與越南李朝文學之關係。 第五章論及李朝文學特質及其所居越南文學史之地位。李朝文學特富禪趣，文人且善 擇漢唐文學思想，復融合老莊旨趣；形成「三教同源」之特色。此特色不見於後代， 故在成文文學而言，李朝即成先導，而奠定越南文學之堅實基礎。 本篇論文並附圖表數種，以助明瞭兩國文化、思想、民族、血統，以及文學內涵之相 互關聯。同時可由歷史、民族、文學思想等各端之發展，以見李朝文學在越南文學史 之特色與地位。 /

This study tried to have an exploratory study about the cross-cultural effect of the content of the message board by examining the sitcom programs both broadcasted in Japan and Taiwan. The theory of Individualism versus Collectivism from Hofstede is used as a basis of this study. Moreover, the other factors such as country of origin and viewers’ profile have specific effects toward our findings as well. The content analysis was applied to analyze the data collected from the message board. The practical research relates to the objective of customers and the segmentation of products by analyzing the data of a company. There are important implications of cross-cultural customers and marketing practices according to this research. The future research is expected by examining other aspects of relative issues.

隨著全球化、網路化的到來，英語已經變成一個全球語言。然而，許多雙語教學隱含的跨文化與價值認同等相關議題卻淹沒在這片英語教與學的熱潮中。本研究藉由語言與跨文化等若干理論視角，對這個課題進行初探性與嘗試性的探討。除了瞭解雙語學校為何吸引人，也從雙語學童學習背景及其家庭文化脈絡的角度，檢視雙語學童的文化認知與文化價值觀在整個雙語學習歷程中的發展為何？ 本研究採質化研究中的深度訪談法，研究對象包括十位台中華盛頓雙語小學學生、家長以及中英兩部主任。研究結果發現，雙語學校的盛行正反映了在全球化下，台灣人民對英語高度崇拜的社會文化現象。然而標榜全球化教育的雙語學校卻對本土教育產生不當排擠作用，雙語學童不但沒有展現出應有的宏觀的、批判的國際觀，反而產生貶抑本土語言價值與文化的態度，混種性的文化價值觀更淺藏認同危機。值得注意的是，孩子家庭的文化背景更扮演了直接影響雙語學童文化價值與語言評價的關鍵性角色。因此，本研究建議政府及相關單位在努力推動英語學習時，不要忽略本國語言與文化對一個孩子人格發展的重要性。家長也要有自己的定見，在參考各方建議時要能尊重孩子的個別差異其獨特性，不隨波逐流。 / The purpose of this thesis is using a cross-cultural lens to investigate Taiwanese children’s experience with bilingual education, its effects on children cultural values, and other factors that should be taken into consideration in Taiwan’s current bilingual education system. This thesis will specifically answer the following: What are the motivations of children to study in a bilingual elementary school? What is the role of bilingual education in the development of children’s cultural values, attitudes, and knowledge? What are parents’ perceptions of bilingual education and how does it influence children in various ways? How does bilingual education shape the type of children’s learning experiences under social and familial circumstances? Interviews with ten students, their parents and two deans of the Washington Bilingual Elementary School were conducted. The results indicated that contrary to the main goal of a bilingual school, which is to broaden the international perspectives of students, the mother tongue is devalorized in bilingual classes. Children therefore perceive an uneven social representation of languages, which further influence their cultural identities. Moreover, some parents regard English proficiency as a representation of their high social-economic status. Under a parent’s influence, these children therefore perceive English as a superior language making Chinese inferior, which seriously influences the development of their cultural identities and ethnic attitudes. These cases indicate that the extent to which western values affect children’s cultural identities will significantly depend on the specific social, familial and educational circumstances which shape the bilingual experience. Finally, some suggestions to the institutions of bilingual education and to future research are proposed according to the results of this study.

Den här uppsatsen syftar till att analysera och identifiera skillnader och likheter i webbdesign mellan två länder, Japan och Sverige. De japanska och svenska webbplatserna för två företag etablerade i både Japan och Sverige, IKEA och DAIKIN, har analyserats utifrån en modell framtagen av Würtz (2006) i en tidigare studie på området. Denna modell är i sin tur baserad på Halls och Hofstedes teorier om kulturella skillnader och skillnader mellan så kallade låg-kontextuella kulturer (t.ex. Sverige) och hög-kontextuella kulturer (t.ex. Japan). Modellen fokuserar på användandet av animation, främjande av kulturella värderingar som maskulinitet/feminitet och individualism/kollektivism, om individer avbildas tillsammans med produkter eller inte, grad av transparens på webbplatserna och slutligen linjär kontra parallell navigation på webbplatserna. Förutom studien av webbplatserna har två intervjuer hållits med en designer/utvecklare från respektive företag för att få ökad förståelse för hur företagen tänker kring webbdesign.   Studien har inte funnit några väsentliga skillnader i användandet av animation, graden av transparens eller navigation mellan de studerade webbplatserna men skillnader i kulturella värderingar har identifierats. De japanska webbplatserna främjar familjeorienterade värderingar och stereotypiska könsroller i valet av bilder på webbplatserna. De svenska webbplatserna främjar värden som är mer typiska för låg-kontextuella kulturer som till exempel livsstil och frihet. Det har också noterats att det japanska företaget använde sig av en maskot vilket kan tolkas som typisk för japansk kultur. I intervjuerna gav utvecklarna från båda företag liknande svar kring hur de tänker om användande av bilder och animation kontra text på sidorna. Den japanska utvecklaren förklarade att japanska kunder uppskattar kundrecensioner för att minska graden av osäkerhet vilket kan sägas vara typiskt för Japan. Den sammanfattande slutsatsen från studien är att kulturella skillnader i webdesign minskar, kanske på grund av globaliseringen av företag och samhällen. / This thesis aims to analyze and capture differences and similarities in webbdesign between two countries, Japan and Sweden. The Swedish and Japanese websites of two companies established in both Japan and Sweden, IKEA and DAIKIN, have been analyzed based on a model devised by Würtz (2006) in a previous study of the same topic. This model is in turn based on Hall and Hofstede’s theories on cultural differences and differences between so-called low-context cultures (e.g. Sweden) and high-context cultures (e.g. Japan). The model focuses on the use of animation, promotion of cultural values such as masculinity/femininity and individualism/collectivism, individuals being depicted together with products or not, level of transparency in the web design and finally linear vs. parallel navigation on the websites. Besides the study of the websites two interviews were held with a designer/developer from each company to get further input into how the companies think about their web design. The study did not find any significant differences in the use of animation, transparency and navigation between the websites studied but differences in cultural values could be seen in terms of the Japanese sites promoting more family-oriented values and stereotypical gender roles through the pictures used on the websites. The Swedish sites promoted values more typical for low-context cultures such as lifestyle and freedom. It was also noted that the Japanese company featured a mascot which can be said is typical for Japanese culture. Regarding the interviews the developers had similar thoughts on the use of text versus pictures and animations. The Japanese developer explained that Japanese customers appreciate customer reviews in order to lower uncertainty which can be said is typical for Japan. The overall conclusion from this study however is that cultural differences in web design are becoming less, perhaps due to the globalization of business and society.

Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising. Results indicate that entertainment, informativeness, irritation, and credibility are determinants of attitudes toward apparel mobile advertising, and attitudes can explain behavioral intention at least in part. Perceived entertainment is different between SMS and MMS apparel mobile advertising, and perceived entertainment, informativeness, irritation, and credibility are different between U.S. and Korea participants.