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  • 18 - The Generative Drawing Principle in Multimedia Learning

  • from Part III - Advanced Principles of Multimedia Learning
  • Edited by Richard E. Mayer, University of California, Santa Barbara
  • Book:
    The Cambridge Handbook of Multimedia Learning
    Published online:
    05 August 2014
    Print publication:
    28 July 2014, pp 433-448

  • Summary

    This chapter examines the research evidence concerning four principles of multimedia design that are based on social cues: the personalization, voice, image, and embodiment 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. The voice principle is that people learn more deeply when the words in a multimedia message are spoken in a human voice rather than in a machine voice. 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. The embodiment principle is that people learn more deeply when on-screen agents display human like gesturing, movement, eye contact, and facial expressions. The research reviewed in the chapter shows that instructional designers should be sensitive to social considerations as well as cognitive considerations.