The close proximity between mass media and education has increased during the last few decades, and entertainment education (or ‘edutainment’) has been one of the results. We have a long-standing instance of informal educational patterns within mass media with regards to the modern terms of peripheral commercial mass media that appeared in the second half of the 20th century and that holds still a niche market. It exists in the form of collectable serial magazines, or partworks, that impart a degree of practical skills or knowledge in some specific field.Ostensibly an encyclopedia in a narrow field of human activity or knowledge, partworks demonstrate a wide range of interests. First, a large amount of British partworks cover practical skills, for example, in knitting, cake decorating, model making. Secondly, there are partworks aimed for educational interest in the natural sciences – from dinosaurs to bugs, from stone samples collections to geographical encyclopedias. Furthemore, these editions cover humanitarian interests – literature, music, art, etc. The classification of learning needs in informal education will not be full without popular culture dimension (e.g. Harry Potter; Star Wars Millennium Falcon). Finally, partwork industry fastly responds to the innovations in technology (e. g. 3D printer). Thus, the problem of entertainment education, or ‘edutainment’, lies in the field of knowledge dissemination – from mass media, with its quality deficiency, or from educators via mass media. The case of partworks helps us to realize certain learning auditory needs in edutainment for the sake of future discussion.
Iuliia Dracheva, Vologda State University, Russia
Stream: Education: social and political movements
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