文章基本信息

标题：From the room to the square: motivation, mediation and Vigotsky to understand the behavior
本地全文：下载
作者：Cláudio Márcio Magalhães
期刊名称：Revista Comunicação e Sociedade
印刷版ISSN：1645-2089
电子版ISSN：2183-3575
出版年度：2018
卷号：33
页码：369-389
DOI：10.17231/comsoc.33(2018).2922
出版社：Universidade do Minho
摘要：Motivation is a key subject for the discipline of Consumer Behavior in Advertising and Propaganda courses, despite the fact that its conceptualization is approached by several theories that may sometimes be contradictory in addition to alumni aversion to the theoretical study. This work proposes an approach that leads one to build one’s own understanding, without underestimating different perspectives. A series of activities were developed ranging from traditional to innovative by means of an active methodology, which considers the student the center of his or her own learning. As a reference, the research was based on the work of the Russian psychologist and educator Lev Vigotsky in an attempt to become an incentive for similar methodologies that link the school environment with the public space, the interior of the classroom with the subject’s interior.
关键词：Advertising and propaganda; curricular framework; social communication; university graduation course; Vigotsky