Keynote Speakers of ICELA 2022
Assoc. Prof. Ts.Dr.Siti Hajar Halili
Department of Curriculum & Instructional Technology, Faculty of Education, Universiti Malaya, Kuala Lumpur, Malaysia
Research Area: Instructional Design & Technology, Educational Technology & Open Distance Learning
Brief introduction of your research experience: Ts.Dr. Siti Hajar Halili is an Associate Professor at the University of Malaya, Kuala Lumpur. Currently, she is the Head of the Department of Curriculum & Instructional Technology. She was formerly with the Research Division, Prime Minister Department, Malaysia. She holds a Degree in Information System Management from the University Technology MARA, a Master in Educational Technology, and PhD. in Adult Education Technology from the University Sains Malaysia. Her works are published in ISI, SCOPUS, Malaysian and International journals. She has also published books and chapters in books. She has received awards such as the Deans’ Award, Best of Presentation Award, Excellent Service Award, Gold Award, The Most Outstanding Reviewer, Appreciation Certificate from Jabatan Pendidikan Selangor, and scholarships from MyBrain15 and USM Fellowship. She has wide experience in teaching and training in the area of Educational technology. She also serves as Chief of Editor of Jurnal Penyelidikan Pendidikan, and article reviewer for several journals and conferences. She is also been appointed as the university open distance learning (ODL) expert, Programme Coordinator for the university ODL and Master of Instructional Technology program, Head of Auditor for the faculty of education, and one of the committee members of the University Malaya Family Research & Development Center. Currently, she is active in research and publishes in Instructional Design & Technology, Open Distance Learning, Open Learning Design & Technology, Adult Learning, Flipped Learning, Digital Curriculum & Development, Digital Learning in Early Childhood, and Learning Communities.
Speech title: Flipping your classroom in Open Distance Learning
Abstract: To perceive the application of flipped classroom in Open Distance Learning (ODL), it is important to understand what is the growth of ODL in the current education system. Institutions that offer ODL program mainly fulfil their academic delivery through distance mode, and serves as a contributing factor in opening up borderless educational qualifications. Flipped classrooms have also improved students’ academic achievement, student engagement, teacher-student interaction etc. While distance learning provides an ideal opportunity to embed with the flipped classroom. This is due to students doing much of their learning from home and always on the go. Most of the students who enrol in ODL are adult learners. When your class time is about the practical application of ideas, supporting student understanding and peer collaboration, it makes for a more dynamic and engaging online class for adult learners since the flipped classroom is a pedagogical approach that encourages independent learning among them. The flipped approach requires the use of new technologies and techniques which reinforces the existing prior learning components in ODL. Thus, the sharing session will discuss the flip of the classroom into the setting in ODL
Assoc. Prof. Loo Fung Ying,
Universiti Malaya, Faculty of Creative Arts, Department of Music, Malaysia
Research Area: Musicology
Brief introduction of your research experience: Associate Professor Dr. Loo Fung Ying completed her PhD at the University of Sheffield, UK in 2009. Her research interests include cultural musicology, performance practice, popular music, music and movement perception, and Tai Chi in application to the physicality of piano performance. She joined Universiti Malaya in 2009 and has published over sixty refereed articles and book chapters. Her work has appeared in International Review of the Aesthetics and Sociology of Music, Muzikološki Zbornik, Revista Música Hodie, Asian Theatre Journal, International Journal of Music Education, IEEE Multimedia, Media Watch, and other publications. Her research has been supported by grants from the Ministry of Higher Education, Universiti Malaya, and Universiti Putra Malaysia, and won her gold and silver awards at local and international research exhibitions. She is a member of the International Editorial Board of eTropic and Media Watch. She has held positions such as Deputy Director (Postgraduate study and Research) of Cultural Centre (now Faculty of Creative Arts), Universiti Malaya from 2010 to 2018, Chair of Academic Programmes Accreditation Panel for PhD, Master’s, and Bachelor degree level (Malaysian Qualifications Agency), Internal Auditor of MYRA (Malaysia Research Assessment, Ministry of Higher Education), and Associate Editor of Malaysian Journal of Performing and Visual Arts. As an active composer and musician with the multiple award-winning Dama Orchestra (now Dama Asia Productions) from 2001 to 2016, she has over twenty productions to date, five albums and three sold-out musicals: Empress Wu, I Have a Date with Spring and Butterfly Lovers. In addition, her composition titled Freedom won second prize at the recent 2022 Seoul International Meditation Music Competition.
Speech title: Soft Leadership in Education and Religion: Imee Ooi's Buddhist Music
Abstract: In this talk, I will discuss the Malaysian composer Imee Ooi and her transmission of Buddhist dharma via popular contemporary Buddhist Music. Ooi’s music attracted attention from local and international Buddhist community since 1997. Her works include popular contemporary songs and music based on Buddhist mantras, lyrics written by Buddhist monks, and original books written for musical theatres. I will explain how Ooi’s music is a soft power tool and give examples of how her transmission of Buddhism demonstrates her soft leadership. The word ‘power’ may be antithetical in the discourse of Buddhism; however, I will attempt to explain the contextual ambivalence in Ooi’s works that blurs the boundary between religion and popular music, and how it reflects an interesting complexity of different leadership models. I will also explain a different kind of ‘power balance’ that forms a new hierarchical relationship between Ooi and her fans. Finally, I hope the example of Ooi and her soft leadership model may provide an alternative perspective on educational leadership and spark new ideas on future directions for education.
Keynote Speakers of ICELA 2021
Prof. Yushi Jiang
School of economics and management, Southwest Jiaotong University
Research Area: Neural marketing, network advertising and human resource management
Brief introduction of your research experience:Jiang Yushi, Professor, doctoral supervisor, postdoctoral student in psychology of Peking University, under the guidance of Professor Zhou Xiaolin, a famous psychology expert in China, once served as the director of Admissions Office of Graduate School of Southwest Jiaotong University and the director of marketing department of School of economics and management of Southwest Jiaotong University. At the same time, he is also a director of the Marketing Research Association of China's institutions of higher learning, a communication review expert of the National Natural Science Foundation of China, and a communication review expert of the degree of the Ministry of education. In May 2018, it won the "Tang Lixin excellent teacher" award of Southwest Jiaotong University; in 2017, it won the honorary title of "2014-2017 international cooperation and exchange advanced individual"; in October 2017, it was selected into the national talent pool of ten thousand excellent innovation and entrepreneurship mentors, member of China Marketing Association, review expert of China marketing competition, expert of Sichuan entrepreneurship Association, Sichuan market Member of Marketing Association, special expert of Chengdu Personnel Bureau, deputy director of Human Factors Engineering Research Institute of Southwest Jiaotong University, deputy director of logistics and Emergency Management Research Institute, executive deputy director of western harmonious labor relations research center, review expert of Journal of Marketing Science (JMS), review expert of Management Journal of Review experts of system engineering theory and practice, Journal of psychology, Nankai management review, Journal of information system, etc. He once served as the director of the marketing department, Secretary of the Party branch, deputy director of MBA center, deputy director of EDP center, and deputy head of the eighth group of technology town leaders and regiments in Yixing City, Jiangsu Province. He once worked as a visiting scholar in the United States for one year, worked as a temporary post in Yixing City, Jiangsu Province for one year, and served as the deputy head of the eighth group of science and Technology Town chiefs and regiments in Yixing City. In June 2018, he was selected as the "Southwest Jiao Tong University excellent entrepreneur innovation and mentor database", and the special expert committee of Southwest Jiao Tong University's "Internet plus" innovation and entrepreneurship competition. In July 2018, the "e-children" team under the guidance of our school won the second prize in the final of the 8th National College Students' e-commerce "innovation, creativity and entrepreneurship" challenge competition, creating the best result in history for our school and Sichuan competition area.
He has been engaged in research and teaching in the fields of neural marketing, network advertising and human resource management for a long time. Now he is in charge of one National Natural Science Fund oriented project and more than 10 provincial and ministerial level research projects. He has presided over and completed one National Natural Science Fund youth project, one central university basic undergraduate research business fund, the Ministry of education postdoctoral fund, and the Ministry of Education Humanities and Social Sciences youth project 1 project, presided over (completed) more than 50 other provincial and ministerial level projects, and more than 10 horizontal projects. As the principal researcher, he has undertaken one innovation team project "behavioral decision theory and its application in management" of the Ministry of education, and one national science and technology support plan of the 11th five year plan. He presided over the "Research on the influence of online advertising on consumers' cognitive neural mechanism and behavior" project and won the third prize of the 16th Sichuan social science outstanding achievement award in 2014.
Speech Title: How to overcome online banner blindness? A study on the effects of creativity
Abstract: Purpose – This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute the boundary conditions for creativity to improve memory for banner ads.
Design/methodology/approach – Three studies were conducted to understand the influence of advertising creativity and banner blindness on recognition of banner ads, which were assessed using questionnaires and bias adjustment. The roles of online user tasks (goal-directed vs free-viewing), visual saliency (high vs low) and banner-page congruity (congruent vs incongruent) were considered. Findings – The findings suggest that creativity alone is not sufficient to overcome the banner blindness phenomenon. Specifically, in goal-directed tasks, the effect of creativity on recognition of banner ads is dependent on banner ads’ visual saliency and banner-page congruity. Creative banners are high on visual saliency, and banner-page congruity yields higher recognition rates.
Practical implications – Creativity matters for attracting consumer attention. And in a web page context, where banner blindness prevails, the design of banners becomes even more important in this respect. Given the prominence of banners in online marketing, it is also necessary to tap the potential of creativity of banner ads.
Originality/value – First, focusing on how creativity influences memory for banner ads across distinct online user tasks not just provides promising theoretical insight on the tackling of banner blindness but also enriches research on advertising creativity. Second, contrary to the popular belief of extant literature, the findings suggest that, in a web page context, improvement in memory for banner ads via creativity is subject to certain boundary conditions. Third, a computational neuroscience software program was used in this study to assess the visual saliency of banner ads, whereas signal detection theory was used for adjustment of recognition scores. This interdisciplinary examination combining the two perspectives sheds new light on online advertising research.
Assoc. Prof. Jordan Yan
School of Art, Minnan Normal University
Research Area: Fuzzy theory & Grey theory, TRIZ, Product design and development, Human factor engineering, Product life cycle engineering
Brief introduction of your research experience: Dr. Yen is Associate Professor in the School of Art at Minnan Normal University, and Vice Dean of the Minnan Institute of Cultural Design. He received the Diploma in Industrial Design and the M.S. degree in Industrial Design, from the Tatung Technology University (TTU), Taiwan, in 1992, 1994, respectively. He received the Ph.D. degree in Industrial Design from the Cheng Kung University (NCKU), Taiwan in 2017.His research lies in Decision-making application of Fuzzy theory and Grey theory, TRIZ theory, Product design and development, Human factor engineering, Usability engineering, Product life cycle engineering.Recent research focuses on User experience, Product and Service design, Sustainable product design and research and development. Dr. Yen has published several papers in high-profile conferences and journals held by IEEE, IBC, and Hindawi. He holds thirty patents and two patent applications. His research has been sponsored by the Ministry of Social Science of China.
Speech Title: Apply bird beak research on Bionic design
Abstract: The gripping action of the hand is close to the biting behavior of the animal's mouth in nature. Taking the unique mouth shape of the "black-faced spoonbill" as the most internationally conserved among migratory birds in Taiwan as the starting point, the analysis results are presented from the perspective of bionic shape design. Furthermore, the imagery and characteristics it represents are further embodied to achieve the purpose of applying design and creative products.
The hand grasping and gripping patterns considered in creative application products can be divided into four categories: two-finger, three-finger, four-finger, and full-finger. Combined with the relevant design conditions and restrictions, for the elderly or those who are not used to chopsticks in the Eastern culture, or even the fingers of the hand are defective and can not normally chopsticks, provide another convenient use of the new auxiliary food final design concept mode The three-finger type is closer to the general way of holding chopsticks, so a creative chopstick was designed according to its method. In terms of the discussion of the golden ratio of the shape of the bird's beak, the golden ratio of the beak's beak shape is the most suitable for other creative products.
Associate Professor MARCO PELLITTERI
Xi'an Jiaotong-Liverpool University, Department of Media and Communication
Research Area: History and theories of media, visual media, strategic communication, creative industries, popular culture, education and teaching in transnational contexts
Brief introduction of your research experience:Marco Pellitteri is a cultural- and media sociologist. He is an Associate Professor in the Department of Media and Communication, School of Social Sciences and Humanities, of Xi’an Jiaotong-Liverpool University (Suzhou, China). His research spans several sectors of media and social studies: television and broadcasting, animation, comics, video games, soft power and popular culture in Asia. He is the author of several monographs, among which The Dragon and the Dazzle (Tunué with the Japan Foundation, 2010, 750 pages, It. ed. 2008) and Mazinga Nostalgia (1999, 2002, 2008; 4th revised edition Tunué, 2018, 2 vols, 1600 pages); and the editor, with Wong Heung Wah, of Japanese Animation in Asia: Transnational Industry and Success (Routledge, 2021). He has published in academic journals such as Asian Journal of Communication, Kritika Kultura, Journal of Italian Cinema and Media Studies, Arts, Yuriika, Mechademia, Belphégor, Cabiria, and others. He obtained his doctorate in Sociology and Social Research from the University of Trento (Italy).
Speech Title: Teaching media through media in China from a screen: Using on-line and ‘hybrid’ methods to explain media practise
Abstract: This keynote speech will be both a general discourse on higher education in the fields of media and communication in hybrid teaching/learning environments and a personal critical account of the speaker’s teaching practice in the areas of communication, media, visual design, advertising, research methodology, and the cultural and creative industries in the four latest years (2018-2021). The transition from face-to-face didactics to on-line classes in February 2019 due to the Covid-19 viral outbreak first in China and then around the world, and later on to so-called ‘hybrid’ teaching—where on-site and off-site students co-exist in what has been labelled ‘the blended classroom’—have entailed a variety of challenges and rearrangements for academics, students, and universities at large. The speech, based on direct observations and a critical take on the speaker’s personal experience, offers a perspective on this new and evolving situation in China.
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