“主导—主体”教育理念下的混合式教学——基于广告学概论SPOC课程的实证研究  

Blended Teaching Under the Educational Concept of “Leading-Subjectivity”:An Empirical Study Based on SPOC Course of Introduction to Advertising

作　　者：康瑾[1] 李若玥 郭羽佳 Kang Jin;Li Ruoyue;Guo Yujia

机构地区：[1]中国传媒大学广告学院

出　　处：《广告大观（理论版）》2020年第6期56-63,共8页Journal of Advertising Study

基　　金：北京市与中央共建人才培养项目——优质本科教材课件建设项目成果。

摘　　要：后疫情时代,混合式教学将成为高等教育的"新常态"。在完成疫情期间从线下到线上的"硬切换"之后,我们应该对混合式教学的教育理念和教学规律进行深入思考。本文首先回顾了互联网时代高等教育从开放式课程到SPOC课程的教学模式发展脉络,归纳出了从"以知识为中心"过渡到"以教师为主导,以学生主体"的教育理念变迁路径。其次,介绍了"主导—主体"理念下广告学概论SPOC课程的混合式教学实践,并通过问卷调查探索了教师的主导性、学生的自主性以及师生和生生之间的交互性如何影响课程的教学效果。结果显示,体现学生自主性的"深度学习"以及体现教师主导性的"学习支持"和"教学资源"作用最为显著。In the post-epidemic era, blended teaching will become the new normal of higher education. After completing a hard switch from offline to online during the epidemic, we should deeply think about the educational concept and teaching rules of blended teaching. This article first reviews the evolution of the teaching mode of higher education from open curriculum to SPOC courses in the era of Internet, and concludes the transition path of educational concept from "knowledge-centered" to "teacher-led and student-centered". Secondly, it describes the blended teaching practice of introduction to advertising SPOC course under the educational concept of leading and subjectivity, and explores how teacher’s leading role, learner autonomy, and the interaction between teachers and students, as well as the interaction within students affect the course effectiveness through questionnaire survey. The result shows that deep learning which reflects the autonomy of students and the learning support and teaching resources which manifest the leading role of teachers play the most significant role.

关 键 词：“主导—主体”教育理念 混合式教学 SPOC 广告学概论 深度学习 

分 类 号：G642[文化科学—高等教育学] F713.80[文化科学—教育学]