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Authors: Schneiders, Pascal
Title: What remains in mind? : Effectiveness and efficiency of explainers at conveying information
Online publication date: 5-Jun-2020
Language: english
Abstract: Whether and to what extent mass media contribute to the acquisition of knowledge depends fundamentally on the senses addressed by a particular medium. However, there is a lack of current research investigating the effectiveness and efficiency of (new) media, like scrollytelling and explainer videos, at conveying information, compared to established formats like text and audio. To fill this research gap, I conducted an experimental online survey (N = 381) with medium as the independent variable (explainer text vs. audio vs. video vs. scrollytelling) and the recall of information as the dependent variable. The subjects were presented with a popular scientific presentation on the environmental consequences of meat consumption in order to examine a socially relevant, controversial topic and to explore the possible consequences of dissonance on recalling information. As the present study demonstrates, the traditionally lower reputation of moving images in regard to the effectiveness of information transfer is not always justified. Rather, the results show that scrollytelling and video lead to a significantly more extensive recall than audio and in part text media. However, when considering exposure time, text turns out to be the most efficient medium. The dissonance perceived by the participants did not have any significant influence on their recall of information.
DDC: 300 Sozialwissenschaften
300 Social sciences
Institution: Johannes Gutenberg-Universität Mainz
Department: FB 02 Sozialwiss., Medien u. Sport
Place: Mainz
URN: urn:nbn:de:hebis:77-publ-598636
Version: Published version
Publication type: Zeitschriftenaufsatz
License: CC BY
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Journal: Media and communication
Pages or article number: 218
Publisher: Cogitatio Press
Publisher place: Lisbon, Portugal
Issue date: 2020
ISSN: 2183-2439
Publisher URL:
Publisher DOI: 10.17645/mac.v8i1.2507
Appears in collections:JGU-Publikationen

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