engleski

Film Text in the Classroom: Exploring the Theme of Branding the Identity

Abstract This paper introduces a methodological approach to a teaching unit through the documentary film No Logo (Jhally, 2003). It is supported by Gardner (1999, 2011), Allen (2004) and Wood (2002), who claim that those who think critically use logic, research and experience. The theoretical background regarding globalization, neoliberal market and identity was provided by the atuhors such as Castells (2000), Gikandi (2001), Kymlicka (2003) and Klein (2002). The survey was conducted with three aims: to examine the student attitudes toward brands and university identity, to compare the obtained results according to two different study groups, and to analyse the student evaluation of the given teaching method. The data can contribute to the series of previous lectures. The study was conducted in the academic year 2015/2016 within the English Course at Juraj Dobrila University of Pula.

Branding ; identity ; globalization ; university lesson plans

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