School-context videos in Janus-faced online publicity: Learner-Generated Digital Video Production Going Online

Abstract

This article reports a case study on sChOOLtv, an online television for primary and secondary schools that aims to bridge the media gap between in-school and out-of-school learning environments.Contrary to its creators' expectations, the number of published videos has not increased since its establishment. Furthermore, the videos were mostly produced by primary-level students; few videos were released by secondary-level students. The article describes online publishing of learnergenerated videos by exploring the views of the students, parents, teachers, and principals. Sixty-seven informants were interviewed, and video production activities and discussions in classrooms were observed. The article discusses the factors hindering adolescents from making and publishing videos.It suggests media encouragement practices to enhance publishing-oriented digital video production in schools. Keywords: video production; online publishing; publicity; media encouragement; digital literacy; new literacies IntroductionThe media world is constantly changing. Until recent years, adolescents' media usage was characterized by consuming-oriented solitary use (Uusitalo, Vehmas, & Kupiainen, 2011). However, today's youth are attracted by visual media, interaction, and 24/7 participation in media environments (Ito, 2010). Interactive technologies enable them to produce and publish online (Lenhart, 2012) As evolving digital technologies enable publishing activities in schools, the choice of publishing needs to be considered as part of content production and media education or literacies.This article, reporting an explorative case study on the online television sChOOLtv (a pseudonym), contributes to the relatively under-researched field of online publishing. This area requires further examination to understand the schools' relationship with publicity and online presence related to school activities. The article concerns not only adolescents, but also primary students who have been neglected in this field.Before presenting the empirical part of the study, the article will discuss the role of publishing in the school-based production process by introducing the concepts online publicity and media encouragement (Jaakkola, 2010) to approach media education from the perspective of production.These are considered the key concepts for creating pedagogical thinking in terms of online publishing.Additionally, sChOOLtv is presented as a new literacies practice. The relationship between the school and publicitySince media education is conducted from the perspective of reception and consumption, the relationship between the school and publicity remains a diversely developed area. Dealing with the public is increasingly important among young adolescents, who gain visibility by publishing and sharing in the networked public and thus attain reputation, validation, and recognition among peers (Lange & Ito, 2010). Consequently, online presence and publicity need to be discussed within media education. However, Jaakkola (2010) considers the gap bet...

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