September 2007
Intermediate to advanced
496 pages
10h 53m
English
book
e-Learning and the Science of Instruction: Proven Guidelines for Consumers and Designers of Multimedia Learning
by Ruth C. Clark, Richard E. Mayer
Content preview from e-Learning and the Science of Instruction: Proven Guidelines for Consumers and Designers of Multimedia Learning
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8.2. Psychological Reasons for the Personalization Principle
Let's begin with a common sense view that we do not agree with. The rationale for putting words in formal style is that conversational style can detract from the seriousness of the message. After all, learners know that the computer cannot speak to them. The goal of a training program is not to build a relationship, but rather to convey important information. By emphasizing the personal aspects of the training—by using words like "you" and "I"—you convey a message that training is not serious. Accordingly, the guiding principle is to keep things simple by presenting the basic information.
This argument is based on an information delivery view of learning in which the instructor's job ...
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