Using the Media to Using the Media to Promote Your Language ProgramPromote Your Language Program

GOALS in using Media:GOALS in using Media:

1.1. Explain how media worksExplain how media works

2.2. Develop media strategiesDevelop media strategies

3.3. Setting up a partnershipSetting up a partnership

4.4. Getting the word outGetting the word out

5.5. Identify the Mass MediaIdentify the Mass Media

THE IDEATHE IDEA

• What events are already happening that I can tie into my program?

• Does my program relate to existing issues? How?

• Media needs a story, my program can tell the story of the 5 Cs:

CommunicationCultureComparisonConnectionCommunity

7 Mass Media Newspapers

TelevisionRadio

Computers & InternetMagazine & Books

MobileCinema

1. NEWSPAPERS: TYPES of Newspapers

• County • City • Village • School • Department / College• Department of Education• Board of Education• Local • Community• Ethnic • Chamber of Commerce Newspaper

Many Newspaper Sections

• School News• Education Forum• Foreign / World Language • Food• Community / Calendar• Scholarship• Summer / Special Program• Arts / Culture• Entertainment• Special events – STARTALK Conference• Community scrap book• Business• Person of the Week

2. Television and Radio

• School– State/County/system wide– Local school

•Morning announcement

• Community– Cable TV

•School Channel•Community Channel

– Local station

3. Internet Media

• World wide web,• blogs,• Message boards,• podcast, • video sharing,• teacher websites, • Face book, and• Email

4. Mobile• 2007

3.3 billion mobile users1.3 billion internet users

• Permanently carried• Always connected• Multiplayers• Text messengers• Built-in payment system

Other Ways to Other Ways to Promote Your ProgramPromote Your Program

MarketingMarketing Special VenuesSpecial Venues KiosksKiosks OutreachOutreach

Outreach /Marketing

• Fund raising events • Grocery store coupons• Newspaper Week-end coupons• Book store coupons• Department Store Sale coupons• Carryout coupons• Travel Promo• Special events – Red Envelop for New

Year

Special venues

• Back To School• Move up day• Greet and Meet• School carnival• PTSA nights• Homecoming• Proms• Sport• Festivals – State Fair, Book Fair,

Holidays

Outreach Strategies

• Environment Scan – Language Programs

Asset / DeficitSupply / Demand

SWOT Analysis: Students, teachers, support…

Strength WeaknessOpportunityTimeliness

A local perspective – Frederick County, MD

How did we start?

What was the environment scan?

What was the SWOT analysis?

Chorological Development2002 - Environment Scan – Ground Zero

2003– 1st community based Chinese summer camp 2004 – 2 nd community based Chinese summer camp 2005 – 1st Hope Chinese School – weekend program 2006 - Maryland State D. Ed.–Gift & Talented Summer Center 2007 – FCPS – Exploratory Chinese. 2007 - STALKTALK – 2 classes 2008 – FCPS students to China. 2008 - FCPS – Exploratory Chinese 2008 - STARTALK – 2 classes 2009 – Shiziazhuang students from China. 2009 – FCPS – Full approval. 2009 - STARTALK – 3 classes, 2 levels 2009 -Three students went studies aboard: 1-5yr, and 2-1yr.

SWOT Analysis Strength

National interestSystem interestCommunity interest

WeaknessFinancial resourcesTeacher shortageNew infrastructure / growing capacity building

OpportunitiesCommunity based programState’s Summer programNational program – STARTALK

Timeliness – Perpetual

Do These Techniques Work?

• On the following slides, let’s look at a sampling of results using these Mass Media Strategies:

Asian Influence

Originally published May 10, 2005 By Nancy Hernandez News-Post Staff In 2000, more than 2,200 local immigrants spoke Asian and Pacific Island languages at home. Korea ranked third as a country of origin for the local foreign-born population, with 451 people. The Philippines ranked fourth with 433 people.

Across the county, signs of the population boom are evident. A Virginia-based monthly newspaper, Asian Fortune, now distributes 2,000 copies in Frederick County. Distribution began .

Tea with TraditionOriginally published October 24, 2005

By Nancy Hernandez News-Post Staff

FREDERICK -- Sukhi Gulati has grown up knowing her first name means 'happiness' in India. But on Saturday afternoon, the young girl learned it has another meaning in China.

"Refreshing victory," she said smiling as she held up a paper showing her name written in elaborate Chinese characters. "To me that means I'll be victorious."

The 11-year-old dreams of becoming a U.S. president one day and said her Chinese name translation indicates she will win her election.

Chinese summer program coming to townOriginally published December 24, 2005 By Nancy Hernandez News-

Post Staff

• FREDERICK -- Students from throughout Maryland could be headed to Frederick County in the summer for a chance to speak Chinese.

• Frederick County Public Schools earned a grant from the Maryland State Department of Education to offer a two-week intensive Chinese culture and language course in July.

• "Its time has come," said Susan Helm Murphy, FCPS curriculum specialist for foreign language. "Everything we read nowadays says the language we need to be learning is Chinese."

Festival showcases Asian cultural celebrationsOriginally published February 11, 2007By Joseph M. deLeon News-Post Staff

Rajiv Paul, vice president of the Indian Association of Frederick, thinks festivals, public service and education will help bring awareness to the positive impact people from India, Pakistan, China and other Asian countries have on Frederick County.

"We don't want to see divisions, we want to become part of the fabric of the community in Frederick," he said. "To bring awareness to our diversity is the most important thing we can do to spread our culture."

New Year Celebration showcasing Asian cultures

Originally published February 15, 2007 By Bill D'Agostino News-Post Staff

On Saturday evening, the Learning Institute For Enrichment and Discovery will host the third annual “Asian Spring — a New Year Celebration” at Gov. Thomas Johnson High School in Frederick, which will bring together singers, dancers, poets, martial artists and other performers representing numerous Asian cultures.

Frederick rings in the Year of the Pig

Originally published February 18, 2007 By Sarah Fortney News-Post Staff

Johns Hopkins University Lion Dance Team members perform the Chinese Lion Dance at Asian Spring: A Lunar New Year Celebration held Saturday at Gov. Thomas Johnson High School.

Event celebrates Year of the Ox

Originally published February 15, 2009 By Ron Cassie News-Post Staff Officially, the Chinese and Asian New Year began Jan. 26.

Unofficially, in Frederick, the fifth annual Asian Spring, A New Year Celebration Relaunched The Year of the Ox on Saturday night at Tuscarora High School.

More than 1,000 people turned out to sample Asian cuisine, learn about cultural and language programs, and enjoy 15 performances representing different Asian musical, dance and singing traditions.

Mickey Mouse goes MaoOriginally published January 27, 2008

Mickey Mouse and Minnie Mouse display their Chinese New Year costumes designed by Hong Kong fashion designer Vivienne Tam during a promotional event to celebrate the Year of the Mouse at Hong Kong Disneyland.

Chinese Lunar New Year: A blessed eventOriginally published February 09, 2008

Katie Stoppelmoor delivers a blessing for prosperity and good health Friday in accordance with Buddhism for the Chinese New Year at the Edo Japanese Hibachi Steak and Sushi Bar on Thomas Johnson Drive.

Diplomats laud county's Chinese language programsOriginally published February 05, 2008 By Nicholas C. Stern News-Post Staff

WASHINGTON -- In the horseshoe driveway outside Zhao zhong You's private residence, Elizabeth Chung, of Frederick, loaded boxes of books and tapes into her car. You said he was proud of the dedicated efforts of Chinese teachers across the country. Since 2006, You said, the number of U.S. students learning Chinese had doubled, from 50,000 to 100,000. But these numbers pale in comparison to the 300 million studying English in China, he said.

Susan Murphy, curriculum specialist with Frederick County Public Schools, said that as the U.S. becomes more involved with international business and politics, more multi-lingual executives and politicians are needed.

Smart choice by Cornish, FHS defender headed to ColumbiaOriginally published February 07, 2008 By Greg Swatek News-Post Staff

• Alex Cornish produced enough eyepopping statistics on the football field at Frederick High School to attract the attention of many colleges.

• Cornish has always had an eye on his future. He even wants to learn Chinese because it might create a future job or business prospect.

Joy luckOriginally published April 14, 2008

• One hundred and fourteen million dollars. That's how much President Bush allocated in 2005 for launching the National Security Language Initiative as a way to promote the study of "critical languages" like Chinese, Arabic and Russian.

• But wait, there's more.

• All this makes what's happening in Frederick via a STARTALK grant more-than-wonderful.

• STARTALK grant that has been awarded to Frederick County Public Schools will allow the expansion of the 2008 Summer Center Program to be held at Thomas Johnson Middle School that will offer a new Chinese language program.

High school students get a pre-Olympic peek at ChinaOriginally published August 03, 2008By Nicholas C. Stern News-Post Staff

When Lucas Dague's plane touched down in Beijing and he entered the Chinese capital's new international airport terminal -- one of the largest in the world and built specifically for the 2008 Olympic games -- he was amazed by its size and modern design.

Dague, a 17-year-old student at Middletown High School, traveled with six other local students who study Chinese. The late June trip was organized by their Chinese teacher, Elizabeth Chung.

Chinese native in Frederick looks forward to OlympicsOriginally published August 10, 2008By Nicholas C. Stern News-Post Staff

By the time Lillian Yuan left her home in China for Frederick in October, the Olympics was one of the most spoken about topics in Chinese media, and among people she knew. "I think the Olympics in Beijing will be a great opportunity for China and the rest of the world to celebrate together, to make friends and to build business and cultural connections," she wrote

Olympics begin in grand fashionOriginally published August 08, 2008

Fireworks explode above the "Bird's Nest" during today's Opening Ceremony celebration in the National Stadium at the Summer 2008 Olympics in Beijing.

Board games: The way to GoOriginally published August 10, 2008By Sarah Fortney News-Post Staff Community Calendar

To promote the club and see how much demand there is for such an organization in Frederick, the group hosted an open house Saturday afternoon at the Life and Discovery Center at 1 W. Second St.

Mark Thomas, 15, of Adamstown, said he first bought the board game, Go, at age 7 to give his father, George, as a Christmas gift.

Thomas, a rising sophomore at Tuscarora High School, recently became interested in the game, which originated in China thousands of years ago.

A new way of speaking thingsChinese summer program captivates students

Originally published July 26, 2008 By Nicholas C. Stern News-Post Staff

Over her summer break, Samantha Rich is learning to do something she never thought she would: speak, write, read and listen to Chinese. Rich, 13, attends Crestwood Middle School. She is among 31 local middle school children taking part in a three-week Chinese language summer school program under way at Gov. Thomas Johnson Middle School. "It's very, very cool," Rich said. "I'm learning new activities like Chinese chess and checkers, origami."

Bringing Chinese language, culture to young studentsOriginally published January 10, 2009

Michael Farrell is director of the foreign language program for the Middletown Primary and Elementary School's PTA.

The growing diversity of Frederick 's population, from Asians to Latinos, sets the stage for vital resources that, if channeled properly, may turn Frederick County schools into a hub for international relations, he said.

"My hope is that this will become a permanent part of the curriculum," he said.

Melting Pot — Showing the value of speaking a foreign language

Originally published May 27, 2009

Michael Farrell, director of the Middletown Primary and Elementary School PTA after-school Chinese program, wants children to see the relevance of foreign languages to their futures.

He invited a master's degree student from the Georgetown School of Foreign Service to speak to high school students May 15 at Middletown and Frederick high schools about possible careers that use foreign languages.

Frederick County graduates headed for studies in China - Public school language program leads to overseas opportunitiesBy Margarita Raycheva | Staff writer

A taste for the languageOriginally published July 29, 2009 By Nicholas C. Stern News-Post Staff

Immersing students in the sights, sounds, smells and tastes of Chinese food provides an enticing bridge to lessons about culture, history, language and geography, Susan Murphy said.

Murphy, curriculum specialist for world languages at Frederick County Public Schools, helped organize this year's three-week program.

The overriding theme of this year's STARTLAK summer Chinese language and culture program at Crestwood Middle School is food. Photo by Graham Cullen

Isaiah Rosser, 12, demonstrates his proficiency with chopsticks during a Chinese language and culture camp at Crestwood Middle School. Campers made and sampled the noodles

Local students get a lesson in patience in Chinese quarantine

Originally published August 08, 2009 By Nicholas C. Stern News-Post Staff For some Frederick County

high school students, summer vacation may have entailed trips to the beach, a job or internship, or hanging out with friends and family.

But for a few students who received scholarships to travel and study in China, this summer meant the experience of a lifetime.

Flu lockdown

Chinese language students get a lesson in the Chinese Kitchen

Originally published July 29, 2009 By Nicholas C. Stern News-Post Staff

FOODThe sixteen students are part of a three-week STARTALK Chinese language summer program hosted by Frederick County Public Schools and held at Crestwood Middle School.

They visited Asian Garden on North East Street in Frederick as an exercise to expand their awareness of Chinese culture as they learn the language and witness firsthand how their

food is cooked.

Chef Sam Jiang scoops just-cooked bean curd and vegetables into serving dishes in his kitchen as students from a STARTALK Chinese language summer program watch recently.

Language program opens door to world

Originally published September 05, 2009 Marge Neal News-Post Staff

New beginning St. John Regional Catholic School's new foreign language program

provides a unique learning experience for middle schoolers. Rensberger, has been tapped to teach sign language. Principal

Karen Smith is teaching Greek and Latin root words, and Elizabeth Chung, founder of Frederick's LIFE and Discovery, is teaching Chinese to eighth-graders.

Delegation from China tours Frederick public arts

Originally published March 28, 2009 By Ron Cassie News-Post Staff

Members of a Chinese delegation of curatorial staff and artists observe “The Dreaming” public artwork by William Cochran during a visit to Frederick on Friday.

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STARTALK SUMMER CENTER FOR CHINESE STUDIES G

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July 13 through

July 31, 2009

Hosted by:

Frederick County Public Schools, Maryland

Collaborated by:

LIFE & Discovery, Inc.

Location: Crestwood Middle School

MEDIA GOALS:1. Media works

• L & D example articles, etc.

2. Media Strategies3. Partnership4. Getting the word out

• Media, Marketing, Outreach

5. Identify Mass Media• Newspapers, Television ,Radio• Mobile, Computers & Internet• Cinema, Magazine & Books

Elizabeth Chung