Hold your palm up as if stopping someone from passing. Now ask the other person to pretend your palm is a door bell and ask them to press the bell.
Baby Boomers use their index finger, but Gen Ys use their thumb. Apparently, it’s do with their texting and game playing habits. (I've added a hypothetical middle finger for Millenials!)
Spoke at a ‘Digital Inclusion’ conference today but wondered about its purpose. We never had an ‘Analogue Inclusion’ movement and those face-to-face types exclude people all the time. The BBC speaker was truly dire and managed to deliver nothing but a set of general sales statements about the BBC. I suppose making the license fee compulsory is one approach to inclusion. When asked by the Chair whether she thought there was a tension between the BBC’s local news services and other local news providers she spouted some crap about partnerships, side stepping the question completely. At lunch there was much talk of the BBCs inflated and destructive role in all this. They may be inadvertently stifling innovation.
Lord Carter was pretty focussed after this waffle. The first commercial, domestic broadband connection went in 1999. In less than 10 years we’ve seen amazing progress and this has been achieved by not interfering with the market. If you set rules you tend to chill the market. Good start. However, now that he’s been Lorded by government and asked to write reports for Gordon, he’s changed his mind. Now is the time for intervention and Government spending on inclusion – just as money is getting tighter than a submarine hatch.
Amazingly analogue
But it was in the afternoon workshop that I got confused. The audience were curiously non-digital and analogue in both their questions and comments. It was all about preserving face-to-face contact, traditional teaching and walk-in centres. Well meaning (but digitally deluded) do-gooders, get very worked up about digital exclusion and the digital divide. The glass is always half empty and government funds must be directed to those who have no access (mostly no interest) in using technology and the web. They will not be satisfied until they wire up every pensioner, homeless person and NEET. Forget keeping warm, a good meal and avoiding prison – use Twitter!
Analogue abyss
You don’t hear of people talking about the ‘analogue abyss’, which is far wider and deeper than the ‘digital divide’. Fewer people buy analogue books than use the internet. Analogue school education in classrooms has huge levels of failure as does most other forms of analogue delivery. Students in our universities still have to suffer the boredom of analogue lectures, which are almost never captured and distributed. Training in both public and private organisations is still all flipcharts, cheap hotels and bowls of Foxes Glacier Mints. The analogue world, by definition, relies on human delivery and is therefore massively inefficient as it is not scalable.
Analogue literacy
People also have huge problems with analogue literacy, unable to write, fill in forms, communicate with others face to face, open a bank account and so on. Is there enough focus on these issues before we point the finger of failure at the digital world? The fact is that digital take up has been faster than any other form of technical advance in the history of our species. The computer, consoles, mobiles and web have stratospheric growth and ubiquity figures way beyond any previous technology and media. Mobile devices, especially among so called ‘difficult to reach’ groups are so ubiquitous that many have more than one and certainly have skills way beyond their social work minders - middle-class, well-paid professionals who are trying to reach them. Try texting!
Digital denial
There was much talk, though few participants, on the forums around frameworks, standards and policies, most of which focus on prohibitions. It was all ‘Yes...but..’ and not ‘Yes...and..’ people. It’s not the consumers that are the problem but often the gatekeepers. Analogue professions and analogue media types are often the first to hold back digital progress on the basis of digital exclusion. You don’t hear educators complain about using books in learning despite the fact that books are rarer in low income homes than computers, and are inappropriate for people with visual impairment and learning difficulties. Yet it’s the first question to come up whenever technology is mooted in a school to solve a problem. The digital divide is used by schools keep out digital services. Those whose very profession is the analogue delivery are generally negative about the role of technology in learning. Digital inclusion has long been used in government to stop reasonable efforts being made in the delivery of services to citizens.
Look to the market for innovation and demand that policies mandate the use of productive technology in learning. Why? The greatest obstacle is not the Digital Divide but Digital Denial. It’s those who are too old, too technophobic and too stuck in their ways to do what is necessary to make this whole thing work. They need to get out of the way.
Conclusion
Don’t let the digital exclusion tail wag the digital dog. Ultimately, the markets will drive progress through ever cheaper and easier to use technology and services. Public intervention often merely slows things up with the illusion that things are being done. What really matters is compelling reasons to buy and price point. Make things compulsive and cheap, then people will buy. This happened with television, telephones, mobiles, games consoles and iPODS. Let the market innovate and produce the goods that people want. That will push us towards inclusion.
HR TalibanAlain de Botton’s The Pleasures and Sorrows of Work finds workplaces saturated with sex, with HR as the Taliban, who police and contain any signs of immoral behaviour. He notes that the sexual impulse is everywhere in the workplace as it’s unnatural to cram thousands of people into small spaces, five days a week for years on end, without them rubbing up against each other. The HR manual in the accountancy firm he visits is crammed with petty rules about sexual behaviour and he notes (wryly) that porn set in offices has exploited this tension.
Trite slogans, such as ‘We like people who demonstrate integrity, energy and enthusiasm’ adorn walls, yet within they get on with the murky business of tax dodging and signing off the false accounts of banks. They’re a little hostile and cold towards him as they know that his curiosity is likely to result in mockery, and so it does. Auditors have made their peace with ‘oblivion’. They know they have made a choice to make money at the expense of fulfilment. The training is in the ‘laboured tone of away day seminars’ and the CEO is a cipher, spouting nothing but clichés.
Work shy
Work, for Botton, is an unexamined mystery. He’s puzzled at its absence in literature, film and TV, apart from ‘cops and docs’ shows. So he follows a tuna from the Maldives to Bristol and wonders at the logistic complexity of the journey. In a biscuit factory he finds that there are five categories of biscuits; everyday, treats, seasonal, savoury and crackers. For the Design Director biscuits are a branch of psychology, not cooking. He encountered no jokes at any biscuits expense! Unfortunately he drifts a bit in the chapters on painting and entrepreneurship but the essay on electricity pylons is beautiful – honestly!
Careers advice
Therapy culture has also invaded the workplace and he gently mocks the psychotherapist whose advice is largely to repeat ‘I am and here only for you’ and getting them to repeat ‘I am the author of my own story’. The poor, deluded chap is a follower of that charlatan Maslow, travelling the UK staying in joyless Ibis hotels doling out meaningless personality tests.
Worked as distraction
It’s only in the last 200 years that work has been seen as a worthwhile pursuit. Before this it was slavery, serfdom and servitude. It is only recently that work needed to become meaningful (for many it remains meaningless). This is difficult as many are very remote from the final product or outcome. Above all he sees work as a distraction. People seem to need to be distracted from having to think and do things for themselves, so they delegate this responsibility to others, employers. This gets interesting. In work, time masters you, you are not the master of time. You give up responsibility to become part of an organisation.
Work – fulfilling or instrumental?
There’s a big difference between working class and middle class views of work. The working class, by and large, work to put food on the table and have a good time at the weekend, whereas the middle class see work as a means to personal fulfilment. Nothing new here, but he cleverly takes it one step further. Unemployment for the middle classes is psychologically catastrophic, and in the current recession we’ll see lots of this.
What’s relevant here is the false assumption that everyone wants to learn and be trained. Millions see both work and learning as a necessary chore. Their heart will not be in taking the course. Work is instrumental, not fundamental. It is therefore utopian to see training as personal development, as many don’t live to work, they work to live.
HR
HR puzzles him as it is seen as a joke department, so he shadows them in their attempts to get large numbers of people to work together in a confined space without killing each other. He has a go at their cringe-worthy, David Brent-like language and techniques, but ends up grudgingly admiring them.
Learning
A telling comment is his view that most of the jobs he observed were undemanding. They could be done by a smart 12 year old, as the essential skill is common sense. Education is relatively futile, as most of what we learn we never use. Education and qualifications are all about keeping people out of the middle class professions, they are not about essential skills. All professions are truly a conspiracy against the laity.
Conclusion
Alain de Botton’s is way beyond the journalistic jottings of Gladwell. I thoroughly enjoyed his book Status Anxiety where he sees happiness as equalling expectation over achievement. Apply this to work and for many work leads to drudgery and disappointment, as we realise that that we have to settle for what we’ve got, based on some odd decisions and accidents in our early lives. Work is almost tragic in its consequences.
Britain has an anti-intellectual streak, and unlike the French, doesn’t like deep analysis of everyday concepts, but Botton can certainly craft a sentence to strike a melodious chord. Of course, Botton is actually Swiss, and not short of a bob or two, but maybe this is why he can look upon the topic with real objectivity and depth. Works for me!
Digital Britain starts late as Minister’s train is slow, a bit like Virgin or BT Broadband. As usual, the debate has been hijacked by the BBC, BT, Virgin, Universal, Mirror Group and some irrelevant London web companies, who are really TV production companies in disguise. And, there's too many old guys in suits and ties. It’s a bit like the media supplement of the Guardian, where media equals TV and print. Nick Higham, from (yes you’ve guessed it) the BBC, is chairing.Fittingly enough, the event’s taking place in a library – how British is that? So we have a brief interlude from the CEO of the British Library, who seems like someone from another century - that's because she is - just obvious cliches. The train-handicapped Minister, Andy Burnham, arrives, and opens with a statement of astounding stupidity, 'the British Library has long been the cornerstone of Britain's knowledge economy." Is this a joke? Nobody's laughing, but there's some puzzled looks.
Brown says ‘bugger blogs’
OK so he didn’t actually say that, but it we knew that he was thinking as much. Brown reads out the usual ‘digital revolution similar to industrial revolution’ line, but his heart’s not in it, as internally he must be cursing his digital demise by email and blogs. He’s been crucified with Damien McBride and Derek Draper as his convicted companions. Lots of old 1980s talk of ‘creative industries’, ‘creative talent’ and even ‘creative genius’. Is he turning into Tony Blair?
Only 200 people at the event – not quite enough for a revolutionary movement, unless we adopt some Al Qeda tactics, but this is how government operates. They tend to exclude the innovators in favour of civil servants and big corporate flunkies. Indeed, coffee break is 35 minutes, as most of the delegates are getting on a bit and couldn’t get through the morning without bladder relief.
Mandy – living proof of reincarnation
Next up is that living proof of reincarnation, and proof that it doesn’t depend on good deeds or moral character – Peter (sorry Lord) Mandelson, or ‘Mandy’ to his close friends, and enemies. This is the man who is so in touch that, when faced with mushy peas in his constituency fish and chip shop, he inquired about the ‘guacamole dip’. He whips us up into a frenzy with some quick quips and bon mots, then suddenly just as we reach the climax, he pulls out. ‘There will be a Government announcement on Monday!’ Oh Mandy.........
Oh no – it’s Anthony!
Oh no Anthony Lilley chairing, of the suitably and archaically named Magic Lantern, a company so inept that it only survives on government grants and handouts. I’m sure he won’t be mentioning the BBC Jam project (cost £75 million, products – nil). Magic Lantern is one of those London ‘electronic window dressing’ companies that survives through media contacts. I suppose he’s one of the creative geniuses Brown alluded to.
Sure enough we have Jess Search, despite the hip surname, she’s a C4 film documentary flunky luvvie – how un-digital is she? Lucian Grange, from Universal Music (actually a French company as it’s wholly owned by Vivendi). Johannes B. Larche CEO of Hulu (fair enough), Newscorp’s video site, and last but not least a TV web guy, who works on cross-platform projects for the BBC and C4! Illumina is another leech digital company, really a TV production company dabbling in web promotion for TV and film projects. It’s a bunch of analogue guys putting digital make-up on old media. Ooops the truth has just slipped out, we’ve slipped from 7th to 12th in the European league and Japan, China and India are leaping ahead. Reality can be so embarrassing.
Print dame's obituary
It’s getting worse, we have Sly Bailey from the Mirror Group. Since when was the Mirror a leading light in the digital world? She’s also a non-exec at EMI, known for its inept response to the digital music revolution. Despite astronomic pay rises she has seen circulation figures and the value of the group plummet to all time lows. What does she have to say on our digital future? You guessed it – absolutely nothing. Sorry, it was like watching someone reading out their own obituary. Ms Bailey slammed the Digital Britain report for only mentioning newspapers four times. That’s about four times too many for me. Wake up Sly. It’s not up to government to fix your outdated business model.
Future mired in the past
So concludes the Digital Britain debate. It's all so depressing. We’re gazing at the future but mired in the past. A tiny London coterie of TV, film and print people are sounding off about a world they despise and know little about, while the innovators are sidelined and ignored. As long as Digital Britain is in the hands of old analogue aunties, and pretend digital TV production companies, we’ll drop even further behind. We know what works in online media – it’s small techy companies doing innovative and disruptive things, being properly capitalised through angel and VC finance. Where are they?
Successful IPOs
Today, Bridgepoint Education floated successfully raising $141.8 million. Look out for the Rossetta Stone IPO within the next few days, raising well over $200 million. These are the only two IPOs this year. Prior to this Grand Canyon floated and raised $144.9 million.
UK growth
In the UK, LINE Communications have seen splendid growth and announced record results for its 2008 financial year end. The achievement of revenues in excess of £7m (an increase of 40% on 2007), sits on a three year growth period which has seen high levels of planned growth and profitability for the company. In the period January 2006 – December 2008, LINE’s overall growth has exceeded 135%. Kineo have seen similar growth, heading, I believe towards £4 million, not bad for a three year old company with no debt. Futuremedia was bought by Edvantage, showing that there’s some M&A activity. The successful companies are certainly getting offers to be bought, but as they’re growing they’re in no rush to sell.
Frustration
At a dinner I hosted with 10 UK e-learning CEOs, they all seemed quite bullish, seeing increased sales on the back of the need to cut back on the money squandered on inefficient and ineffective stand-up courses. Their only frustration was the lack of a body that truly represented the growing market. Clive Shepherd has done a great job in getting the E-learning Network back on track, but it’s still small, with no real money to expand. Jack Wills is a real enthusiast and does some great things at BILD, but it’s still too small. Donald Taylor has established Learning technologies as the premier e-learning conference in the UK, as WOLCE has fallen away and seems stuck in the depressing NEC. Laura Overton has made great strides with the Next generation at Work campaign, but it’s only a campaign. Towards maturity is a credible framework, but doesn’t have the clout it needs. E-learning barely figures in the Sector Skills Councils and has little political clout. What’s needed is one entity that has the critical mass and resources to really develop and grow the market.
Geez I’m tired of all this techy tools’ talk. A large portion of the e-learning industry has decided to become experts on DIY tools rather than experts on learning. Hundreds of the damn things are being showered upon us, discussed, and of course, mostly ignored and discarded. A huge amount of energy is being diverted towards techy tools, which are largely toys for the boys, the trainspotters of the e-learning industry.
There are many reasons for calling time on this stuff, but here are four for starters:
1. De-accelerating progress
If we devoted more time to actually delivery, rather than endless speculation about the means of delivery, we may accelerate progress. There’s definitely room for experts in this area, such as the excellent Jane Hart, but we don’t need to dominate discussion with tools talk. It’s mostly a diversion.
2. Distracts from mainstream tools
What’s worse is the fact that this obsession distracts many from looking at, and using, the tools that have already become de facto standards. Word, PowerPoint, Facebook, Twitter, Blogger, YouTube, iTUNES, Google Docs, Email, Messenger, Skype – these are tools with hundreds of millions of users. Remember, we’re in the stone-age technically in learning. We don’t even record lectures for Christ’s sake!
3. Tools need skills
Most tools offer only the 'promise of productivity' as they ignore the time taken to become proficient. While recommending this never-ending torrent of tools, few discuss the need to learn how to use them, the actual skills base and the distracting effect this can have on actual delivery. We’re like those people who’re always fiddling around with cameras, tripods and lenses, but never really get round to being a photographer.
4. Diminishes e-learning
Tool up by all means but don’t get obsessed or worse, addicted to techy tools. It makes us look like learning geeks, and places us in a dark corner where we’re more likely to be by-passed and ignored.
Let’s get back to the business of learning, the psychology of learning, performance, change management and the real business issues in education and training, before we bore everyone to death with these ‘tools of a tired trade’. Turning e-learning into a giant B&Q or Wal-Mart is to caricature the industry.
1. Big screen TVs - similar experience at home
2. High definition – getting better and better
3. Timeshift – people want to watch when they want to watch
4. Video on demand – slicker and slicker with hundreds of movies available
5. Prices – home movie is priced at less than 2/3 of one cinema ticket
6. Munching – morons slurp coke, scoop popcorn and rustle sweet wrappers
7. Mobiles – ringtones & screen lights that illuminate ten rows behind
8. Talking –are people chatting more during films
9 Poor movies- Slumdog Millionaire Best Oscar Picture?
10. Piracy – easy to capture, copy and distribute
According to a global survey of movie goers by PA Consulting and the Motion Picture Association of America, taken in seven American and three European cities, the global decline in cinema attendance is not a just the result of poor content. It’s a combination of a ‘dissatisfaction with the movie-going experience’ and ‘increasing competition for the consumer’s share of time and money’. 86% were annoyed by hikes in prices, 63% disliked the ‘popcorn’ culture and lack of alternative food options, and so on. “In order for it to maintain sustainable growth, the entertainment industry must take a long look at how consumers are balancing their lives. Survey respondents have shown that they intend to increase the time spent on socialising, using the Internet and participating in other leisure activities aside from going to the movies and watching DVDs and TV.”
When I put these points to cinema lovers they mention the ‘cinema experience’. But the visual and aural experience at home is moving towards matching the cinema. The levels of suspension of disbelief are similar. I’ve never really bought the ‘social’ experience factor, as you go to get your belief suspended, not to chat. Increasingly, it’s becoming an inconvenient, uncomfortable and expensive experience, that's what the PA survey, along with attendance figures show.
Of course, what’s happening is substitution. Broadband, cable, games, internet use are all on the rise. After the plateau in 2002-2005 people shunned the cinema. Admissions dropped by 5%, from 164.7m in 2005 to 156.6m in 2006, according to figures from the UK Film Council. Despite the fact that older audiences are proving robust, younger audiences (over half of all cinema goers are under 25) are finding other things to do. This decline among cinema viewing among the young has continued. And this is not a UK problem alone, both the US and Europe experienced a drop in attendance in 2007. And just to rub it in, it also remains to be seen what effect the recession will have on attendance.
The Hotel in Montenegro was an Eastern bloc throwback, with appalling food, a band that played covers on keyboards during dinner and unsmiling service. I cancelled my taxi to the airport two days in advance but it still appeared on my bill. The Hotel Manager was called out and demanded that I pay. When I refused she said she’d simply charge me for an extra night on the Hotel! She’d have been better suited to a career as a prison warder.
But it was the journey back, after speaking at the Conference, with an old mate in a hire car, that turned out to be eventful. We took the long route round an immense coastal inlet in Montenegro which was staggeringly beautiful. A one lane road hugged the shore with the occasional church, house and fortress, the water as flat as glass. We were advised to stop for lunch at the Hotel Conte in Perast – bloody good recommendation. Great fish soup, seafood, beer and coffee on a quay next to the lake in the spring sunshine. Idyllic.
The off to Croatia and Dubrovnik. Or so we thought. Suddenly a policeman was waving us down. We stopped and his first words were ‘You’re in real trouble’. Mark, the driver, got out and was told to sit in the passenger seat of the police car. I just watched as both gesticulated, then Mark retuned to the car and said, ‘Just smile and wave when we pass the police car, we need to get out of here. I’ll tell you what happened round the bend.
He was told that he had crossed the white line (we never saw any white line) and that we were driving too fast. This was difficult as our hire car had a lawnmower sized engine. As the cop took his passport and started writing out a form, he said, ‘You must go to the Magistrate Court at 10 am tomorrow morning.’ As our flight was later that day from Dubrovnic, this was a little tricky. Mark’s a smart guy so he responded with, ‘We’ve just been at a meeting with the UN (true) and we have to be in the UK as we have a meeting with the Government tomorrow (not true).’ He said nothing, handed Mark back his passport and said, ‘off you go’. And off we went - relieved.
Next hurdle was the border. We stopped and the guy was grim and shouted something at us. He had asked us to switch off our car engine. Mark thought he had also asked for his car keys and handed them over – but the guy just rolled his eyes threw them back and said ‘Cur restgration dokmint’. Turns out he had asked for the car registration document. As it was a car hire, so we handed over the hire agreement sheet. He shook his head again and asked for the car registration. After rooting around in glove compartments and door compartments we found something – that was it apparently. This was grumpiness at another level. This guy was a guru of grumpiness And off we went.
Then we hit Croatian customs. Learnt our lesson this time; engine off, car registration document at the ready. And off we went, only to hear a cry, ‘Stop!’. We looked in the mirror and a guy in uniform was shouting and waving on us to reverse back. Apparently we had to go through a custom’s search. We opened our tiny boot, emptied its contents onto a table and he looked inside each of our bags. Packed up and off we went.
Now I never knew much about Montenegro, not surprising as it’s only two years old as a country. I didn’t even know it was in the EU. But what I learnt wasn’t good. The architecture is drab, the food horrible and the people (not all, but most) decidedly unfriendly. I could count the smiles I saw in three days on one hand. There are some beautiful spots, but on the whole it isn’t ready for tourists who want a relaxing holiday. They’re inflexible, seem to want to trap tourists into paying for things they don’t want, and don’t seem to care of you don’t come back.
Our afternoon in Dubrovnik was a joy by comparison. Smiles everywhere, even laughter, beautiful walled city with no cars, coffee and cake in a lovely cafe surrounded by stunning architecture. It felt just calm and relaxing. At the airport, we asked the girl at information whether she had been to Montenegro. Her reply was telling. 'No, I have no reason to go there’. We smiled, she smiled - we all knew what she meant.
Another of my favourite e-learning sources of research. This is a book that literally changes how you design and media components in e-learning. The Media Equation: How People Treat Computers, Television and New Media Like Real People and Places by Byron Reeves and Clifford Nass, two Stanford academics, is full of juicy research on media in learning. It provides a compelling case, backed up with empirical studies, to show that that people confuse media with real life. This is actually a highly useful confusion: it is what makes movies, television, radio, the web and e-learning work.
Media equals real life
35 psychological studies into the human reaction to media all point towards the simple proposition that people react towards media socially even though, at a conscious level, they believe it is not reasonable to do so. They can't help it. In short, people think that computers are people, which makes e-learning work..
Why is this so? We do not willingly suspend disbelief, it just happens. Think of a ventriloquist – it is hard not to see the puppet as a real person. 'People can't always overcome the powerful assumption that mediated presentations are actual people and objects.' We swear at cars when they break down and kick objects when they cause us harm. We do it because we're programmed that way.
Hearteningly, it means that there is no reason why online learning experiences should be any less compelling - any less 'human' in feel - than what we experience in the classroom. As long as a media technology is consistent with social and physical rules, we will accept it. Read that last part again, 'as long as a media technology is consistent with social and physical rules'. If the media technology fails to conform to these human expectations - we will very much not accept it.
Don’t break the spell
The spell is easily broken. If the media technology fails to conform to our human expectations - we will NOT accept it. This is a fascinating lesson for e-learning. We must learn to design our courseware as if it were being delivered by real people in a realistic fashion. The effectiveness of the user experience on an emotional level will depend as much on these considerations as on the scriptwriting and graphic design. It all has to work seamlessly, or the illusion of humanity fails. This has huge implications in terms of the use of media and media mix.
Scrap learning objectives
Let's take just one example, in the phenomenon of arousal. Arouse people at the start and they will remember more. Yet if the first experience many learners have in an e-learning programme is a detailed registration procedure followed by a dull list of learning objectives. There is a strong argument for emotional engagement at the start of an e-learning programme and not the usual list of objectives. On the other hand, as we shall see, persistent arousal can be counterproductive.
Awkward pauses
Another simple finding, that shows we have real life expectations for media, is our dislike of unnatural timing. Slight pauses, waits and unexpected events cause disturbance. Audio-video asynchrony, such as poor lip-synch or jerky low frame-rate video, will result in negative evaluations of the speaker. These problems are cognitively disturbing.
Experts matter
With experts, respected and authoritative views can not only bring credibility to the programme, they can also increase learning and retention. For this reason many e-learning programmes use a key subject matter expert, or someone with strong practical experience in the area, to anchor the theory and practice. This could be an academic, opinion leader, consultant or senior manager. People like identifiable experts.
Quality of video no big deal
They thought that because peripheral vision is largely ill-defined and we are used to dealing perceptually with low visual fidelity in twilight, fog and so on, we are likely to cope well with low fidelity visual images. So they tested their hypothesis by measuring attention, memory and evaluation of the experience when viewing video. Interestingly, they could detect no difference between those who viewed low as opposed to high fidelity images. So don’t waste your money on broadcast quality video.
Big screens are good
Taking their experiments further they also discovered that the size and shape of the screen and therefore image mattered more than quality. Large screens and images were preferable to higher quality images and horizontal screens and images were also preferred over higher quality. In other words larger wide screen format monitors have more impact than quality of image.
Quality of audio matters
They also showed that users are more sensitive to the quality of audio than they are to that of video. This may sound surprising, but people are quite unforgiving when it comes to tinny audio with variable sound levels. Learners expect consistently high quality at a consistent volume. Record good quality audio.
Politeness matters
Perhaps the most surprising thing to come out of the book, however, is the role of politeness - which, it turns out, is hardwired into our systems. People are polite to computers and expect them to be polite to them. The authors' studies show that when a computer asks a user questions about its own performance, the user will give more positive responses than when a different computer asks the same questions. People also respond to flattery from computers, and are hurt if they get negative feedback that is too harsh.
These are just a few of the dozens of insights in this extremely worthwhile book, based on real research. It should be a must for anyone involved in producing e-learning content, or otherwise active in media production.
'If the designers of media would only follow their (Nass and Reeves’s) guidance, we would all gain through enhanced social graces in our interactions with media and technology,' says Donald A Norman.
In this detailed, large-scale study, published in the Journal of Kinaesthetic Education (174-76 p64 2009), the VAK learning styles theory was put through its paces using 600 GVCSE students split into; a control group (no identification of learning style), along with selected Visual, Auditory and Kinaesthetic learner groups. The control group of 150 received normal teaching, and the three other groups of 150 received teaching in their dominant style. The results are fascinating..gif)
