Mass media

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Using the Media to Promote Your
Language Program

• GOALS in using Media
• Explain how media works
• Develop media strategies
• Setting up a partnership
• Getting the word out
• Identify the Mass Media

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THE 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
• Communication
• Culture
• Comparison
• Connection
• Community

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7 Mass Media

• Newspapers
• Television
• Radio
• Computers Internet
• Magazine Books
• Mobile
• Cinema

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NEWSPAPERS TYPES of Newspapers

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

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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

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2. Television and Radio

• School
• State/County/system wide
• Local school
• Morning announcement
• Community
• Cable TV
• School Channel
• Community Channel
• Local station

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3. Internet Media

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

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4. Mobile

• 2007
• 3.3 billion mobile users
• 1.3 billion internet users
• Permanently carried
• Always connected
• Multiplayers
• Text messengers
• Built-in payment system

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Other Ways to Promote Your Program

• Marketing
• Special Venues
• Kiosks
• Outreach

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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

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Special venues

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

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Outreach Strategies

• Environment Scan Language Programs
• Asset / Deficit
• Supply / Demand
• SWOT Analysis Students, teachers, support
• Strength
• Weakness
• Opportunity
• Timeliness

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A local perspective Frederick County, MD

• How did we start?
• What was the environment scan?
• What was the SWOT analysis?

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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.

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SWOT Analysis

• Strength
• National interest
• System interest
• Community interest
• Weakness
• Financial resources
• Teacher shortage
• New infrastructure / growing capacity building
  
• Opportunities
• Community based program
• States Summer program
• National program STARTALK
• Timeliness Perpetual

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Do These Techniques Work?

• On the following slides, lets look at a sampling
  of results using these Mass Media Strategies

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Asian InfluenceOriginally 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 .
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Tea with TraditionOriginally published October
24, 2005By 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.
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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."

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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."
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New Year Celebration showcasing Asian
culturesOriginally 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.
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Frederick rings in the Year of the PigOriginally
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.
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Event celebrates Year of the OxOriginally
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.
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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.
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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.
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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.
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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.

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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.

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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.

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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
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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.
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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.
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A new way of speaking thingsChinese summer
program captivates studentsOriginally 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."
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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.
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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.

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Frederick County graduates headed for studies in
China - Public school language program leads to
overseas opportunitiesBy Margarita Raycheva
Staff writer
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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
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Local students get a lesson in patience in
Chinese quarantineOriginally 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

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Chinese language students get a lesson in the
Chinese KitchenOriginally published July 29,
2009 By Nicholas C. Stern News-Post Staff

• FOOD
• The 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.
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Language program opens door to worldOriginally
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.

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Delegation from China tours Frederick public
artsOriginally 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
GETTING KNOWADGE THROUGH EATTING
? ?
Hosted by Frederick County Public Schools,
Maryland Collaborated by LIFE Discovery,
Inc. Location Crestwood Middle School
July 13 through July 31, 2009
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MEDIA GOALS
RECAP

• Media works
• L D example articles, etc.
• Media Strategies
• Partnership
• Getting the word out
• Media, Marketing, Outreach
• 5. Identify Mass Media
• Newspapers, Television ,Radio
• Mobile, Computers Internet
• Cinema, Magazine Books

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Elizabeth Chung