Public Awareness of Technological Literacy ITEA 2005 Conference, Kansas City. Shelli Meade William E. Dugger, Jr. Technological Literacy Standards. AETL Standard P-5, Guideline C.
William E. Dugger, Jr.
Guidelines for meeting Standard P-5 require that the teacher(s) responsible for the management of the technology program(s) consistently
Market and promote the study of technology.
Guidelines for meeting Standard P-5 require that administrators responsible for the management of the cross-curricular technology program consistently
“The most critical step in any formal marketing campaign will be to gain the favor and support of your administration and school board.” p. 19
Establish Your Unique Selling Position, which should:
What can your program offer that students cannot get anywhere else?
To Capture Repeat Customers, you might:
80% of your business [enrollment in education] comes from existing customers [students] and 20% comes from new customers.
“The biggest mistake that a teacher can make is not seeking the support of the community, colleagues, administration, and students.” p. 21
Kinds of Media Releases
“The challenge is to demonstrate to the public the unique opportunities your program provides for students.”p. 20
”The marketing of your program should always be based on the needs of students first.” p. 19
“Always start your public relations efforts small and always keep your PR efforts positive.” pp. 22-23
“Positioning is not what you do to a product . . . [it] is what you do to the mind of the prospect.”
2001, p. 2
“The basic approach of positioning is . . . to manipulate what’s already . . . in the mind. To retie the connections that already exist.”
“Ideas and products and messages and behaviors spread just like viruses do.”
“The tipping point is the moment of critical mass, the threshold, the boiling point.”
That one dramatic moment in an epidemic when everything can change all at once.
“The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.”
Principles of Epidemics
A handful of exceptional people can spread the word through social connections, energy, enthusiasm, and personality.
There are specific ways of making a contagious message memorable.
Human beings are a lot more sensitive to their environment than they may seem.
Who are the connectors, mavens, and salesmen?
What will stick?
What subsets of the population will be motivated to induce change?
“The decisions that advocates seek to influence are those made by policy makers who control or influence education, whether they serve on the local school board or town council, in state or federal government, or in some other institution.”
PDK Connection (48)(2), p. 3
Tips for written communication in advocacy:
PDK Connection (48)(2), p. 3
(Meade, 2004, p. 25)
(ITEA, 2005, p. 61)
(ITEA, 2005, p. 61)
I teach technology education in [middle] [high] school, which deals with the way humans innovate, change, or modify their natural environment.
I’m here for the technology education conference. I’m a [state profession] at [state employer]. Have you heard about technological literacy?
Technology is the innovation, change, or modification of the natural environment to satisfy perceived human needs and wants.
In other words, technology is what happens anytime a human invents or innovates something. Think of the wheel, or the printing press, or the computer. But technology isn’t only things. It is important to remember that technology doesn’t happen without human inspiration and action. Think of how a transportation system works, for example.
A person who is technologically literate knows about technology from a broad perspective and is able to use, manage, evaluate, and understand a wide range of technologies.
Technology is much more than computers. It also includes other information and communication systems as well as medicine, agriculture, energy and power, transportation, manufacturing, and construction.
Because unless your child lives alone on a mountaintop, he or she will have to interact with a world that is becoming more technological. Not only do kids not learn basic technology at home anymore (righty tighty, lefty loosey), but technology is becoming more complicated – think of medicine, or genetically engineered foods.
It’s a school subject – the ONLY school subject – that teaches technological literacy. If students have technological literacy, they are equipped with basic knowledge, understanding, and abilities about technology that will help them deal with new technologies they encounter throughout their lives.
Our world is becoming so much more technological so quickly, we need to prepare students with basic knowledge about technology so they can cope with a future we can’t even imagine.