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13 - Principles of Multimedia Learning Based on Social Cues : Personalization, Voice, and Image Principles

Published online by Cambridge University Press:  05 June 2012

By
Richard E. Mayer
Edited by
Richard Mayer
Richard E. Mayer
Affiliation:
University of California, Santa Barbara
Richard Mayer
Affiliation:
University of California, Santa Barbara
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Summary

Abstract

Social cues may prime social responses in learners that lead to deeper cognitive processing during learning and hence better test performance. The personalization principle is that people learn more deeply when the words in a multimedia presentation are in conversational style rather than formal style. This principle was supported in 10 out of 10 experimental tests, yielding a median effect size of 1.3. The voice principle is that people learn more deeply when the words in a multimedia message are spoken in a standard-accented human voice rather than in a machine voice or foreign-accented human voice. This principle was supported in four out of four experimental comparisons, with a median effect size of 0.8. The image principle is that people do not necessarily learn more deeply from a multimedia presentation when the speaker's image is on the screen rather than not on the screen. This principle was based on nine experimental tests with mixed results, yielding a median effect size of 0.2.

What Are the Personalization, Voice, and Image Principles?

Definitions

The goal of this chapter is to examine the research evidence concerning three principles for multimedia design that are based on social cues – personalization, voice, and image principles. The personalization principle is that people learn more deeply when the words in a multimedia presentation are in conversational style rather than formal style.

Type
Chapter
Information
The Cambridge Handbook of Multimedia Learning , pp. 201 - 212
Publisher: Cambridge University Press
Print publication year: 2005

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