Great storytelling is a lot of very hard work. It's sad that so many individuals (and this includes marketing professionals) feel that there is either a story to tell or that there isn't. This isn't always true.
It would seem Robert J. Moreau, a computer animation teacher who struggled for grants to set up a lab, would be among the first to applaud the $1-billion iPad program in the Los Angeles Unified School District.
But he's not.
"It's outrageous, appalling, that we are buying these toys when we don't have adequate personnel to clean, to supervise," said the Roosevelt High School instructor. "Classrooms are overcrowded, and my room has not been swept or mopped in years except by me and the students.... It would be great if the basics were met. I can't get past that."
Revere Middle School Principal Fern Somoza, meanwhile, praised the effort to provide every administrator, teacher and student in the nation's second-largest school district with the Apple tablets.
"The good-old days are today," Somoza said.
In an effort to determine how the iPad rollout is going and how to improve it, a Board of Education member and employee unions conducted surveys of teachers and administrators. Their anonymous responses: Just 36% of teachers strongly favored continuing the effort; 90% of administrators felt the same.
When Grant Wiggins and Jay McTighe wrote Understanding by Design (UbD) they did what no other educator had ever accomplished. They unequivocally cast assessment in the central role of teaching and learning by making the forceful argument that testing should not be the afterthought of instruction, but the central point of instruction.
After all, how do we know students have learned anything after we have taught them if we don't assess them on what we hope they have learned? Since Dr. Wiggins helped Dr. McTighe write UbD a while ago, I was curious to know how much progress we as educators have made since then. So I asked him.
As a result, I had a very encouraging chat with Dr. Wiggins, President of Authentic Education, about his views on assessment and I'd like to pass on to you the insights that Dr. Wiggins shared with me.
"So what happened between 2004 and now? How has Coca-Cola managed to create great stories, put creativity at the heart of those stories and build emotional ties with its customers that ultimately contribute to the bottom line?"
"The power of the spoken word hasn’t disappeared and it never will. But with the enormous forces applied by hardware, software, advertising and media corporations – to consume, consume and consume some more – kids brains are being rewired. What to? pretty simple – to consume media. Lately becoming a synonym to advertising."
AUTHENTIC IN ALL CAPS is an award-nominated web audio adventure for the iPad. You travel across the web with characters who face ridiculous obstacles to being themselves. It's about identity, mortality, and pizza toppings.