Study on media usage of children in rural China wins Professor Kara Chan an Outstanding Paper Award
傳播系教授陳家華教授獲頒最佳論文獎

Professor Kara Chan, Professor of Communication Studies, won the “2007 Emerald Literati Network Award for Excellence” for her co-authored paper entitled “How rural children in China consume media and advertising”. She is the only award recipient from Hong Kong in the Marketing category.

 The paper was published in Young Consumers: Insight and Ideas for Responsible Marketers, Volume 7, No. 3, Quarter 2, 2006, pp. 39-50. Professor James McNeal, a marketing consultant, was the co-author.

 The winning paper investigates the access of rural children in China to traditional and new media. The study examined how often these children were exposed to various media, the time they spent on media as compared to that spent on other activities and their attention to various forms of advertising. The research was conducted in the form of a questionnaire, interviewing more than 1,000 rural children from four Mainland provinces.

 Each year Emerald Group Publishing Limited invites the editors of each journal in their network to nominate what they feel has been that journal’s outstanding paper from the past year for the Award. Professor Chan’s paper was named one of the Outstanding Papers in Marketing.

 Professor Chan said: “Rural children in China represent a population of over 150 million. They are under-researched and their voice should be represented in communication studies. I would like to thank the Baptist University for the resources that supported the study.”

傳播系陳家華教授的合著論文 “How rural children in China consume media and advertising”最近獲頒最佳論文獎 (Emerald Literati Network Awards for Excellence 2007)。 她亦是市場學組唯一獲得嘉許的香港學者。

得獎論文探討中國農村兒童如何使用傳統媒體和新媒體。論文中比較村童花在媒體和其他活動的時間，以及他們對不同形式的廣告的注意程度。研究以問卷調查形式進行，共訪問了千多名來自四個中國省份的農村兒童。合著者是市場顧問 Professor James McNeal。論文刊於國際學術期刊 《Young Consumers: Insight and Ideas for Responsible Marketers》二零零六年，第二季，第七期，第三冊，頁三十九至五十。

最佳論文獎由Emerald Group Publishing Limited頒發，出版社每年均邀請旗下所有期刊的編輯委員會，提名一篇他們認為是該期刊過去十二個月發表的論文中的最佳作品，角逐獎項。陳教授的論文獲選為市場學組最佳論文之一。

陳教授說：「中國農村兒童有一億五千多萬，但有關他們的傳播研究很少，他們的聲音值得關注。多謝浸會大學提供資源支持這項研究。」