Applying the Personalization Principle in Multimedia Instruction

Learning Objectives

The learning objectives of this lesson are to:(1) Understand the purpose of the personalization

principle(2) Identify the different ways that personalization

principle can be applied(3) Learn how to apply the personalization principle in

multimedia instruction

Personalization Principle

When multimedia instruction is personalized, students feel like they are engaging in a conversation which, in turn, will make them work harder andperform better in school pursuant to the cognitivetheory of learning (Clark & Mayer, 2011).

Three Methods of Personalization

Personalization can be achieved by usingconversational style, on-screen coaches, and avisible author in multimedia instruction ( Clark & Mayer, 2011).

How Do You Use a Conversational Style?

personalized language human voicepolite speech

(Clark & Mayer, 2011)

Which is Better? a. This presentation is about the ethical rules that paralegals should uphold in the

law firm as they carry out their daily tasks.

b. You are about to work as a paralegal at a law firm where you will be expected to uphold ethical values as you carry out your daily tasks.

a. The instructor narrates an animated video about Family Law with a machine voice.

b. The instructor narrates an animated video about Family Law with a human voice.

a. Click on the link to view the YouTube video to learn how to use Microsoft Excel in the law firm: https://www.youtube.com/watch?v=8L1OVkw2ZQ8

c. You can click on the link to view the YouTube video to learn how to use Microsoft Excel in the law firm:

https://www.youtube.com/watch?v=8L1OVkw2ZQ8

Responses

“You are about to work as a paralegal at a law firm where you will be expected to uphold ethical values as you carry out your daily tasks.” This is better, because students perform better when a conversational style is used than when a formal style is used.

“The instructor narrates an animated video about Family Law with a human voice.” This is better, because students perform better when a human voice is used than when a machine voice is used.

“You can click on the link to view the YouTube video to learn how to use Microsoft Excel in the law firm:

https://www.youtube.com/watch?v=8L1OVkw2ZQ8.” This is better, because students perform better when polite language is used than when direct language is used (Clark & Mayer, 2011).

How Do You Use a Pedagogical Agent?

Cartoon character, avatar, or talking head

Human voice Verbal speechConversational style

(Clark & Mayer, 2011)

Which is Better?a. Max, a cartoon man, uses a machine voice to explain the steps for filing a

lawsuit.

b. Max, a cartoon man, uses a human voice to explain the steps for filing a lawsuit.

a. Instructor: “You can resolve the dispute with your employer with the help of a mediator.”

b. Instructor: “A dispute can be resolved with the help of a mediator. “

a. In the instructional video, an avatar and a list of the Miranda rights appear on a slide.

b. In the instructional video, an avatar appears on a slide while Miranda rights are listed verbally.

Responses“Max, a cartoon man, uses a human voice to explain the steps for filing a

Lawsuit.” This is better, because a human voice is promotes more learning

than a machine voice.

“Instructor: ‘You can resolve the dispute with your employer with the help

of a mediator.“ This is better, because conversational style promotes more

learning than formal style.

“In the instructional video, an avatar appears on a slide while Miranda

rights are listed verbally.” This is better, because spoken promotes more

learning than text (Clark & Mayer, 2011).

How Do You Make the Author Visible?

“highlight their personal perspective”

“[give] a voice to the text”

(Clark & Mayer, 2011, p.

197, p. 199)

Which is Better?a. During the seminar, the instructor shares an excerpt of an article in the New York Law

Journal with his students. The article discusses the experience of Joshua Katz, a family law attorney for 25 years, who has seen courts grant child custody to women in 9 out of 10 cases.

b. The instructor provides an excerpt of transcript of an interview with Joshua Katz, a family law attorney for 25 years, to students. An excerpt of the transcript reads, as follows:

Question: Do courts generally favor the mother in child custody cases?

Answer: In my experience, courts grant the mother child custody in 9 out of 10 \

cases.

c. During the seminar, the instructor says the following to students:

“According to a survey, the most important technological device used by law firms is the tablet. What do you think is the most important technological device used by law firms? I think that the most important technological device is the tablet.”

b. During the seminar, the instructor displays the following on the presentation slide:

“The most important technological device used by law firms is the tablet.”

Responses“The instructor provides an excerpt of a transcript of an interview with Joshua

Katz, a family law attorney for 25 years, to students. An excerpt of the

transcript reads, as follows:

Question: Do courts generally favor the mother in child custody cases?

Answer: In my experience, courts grant the mother child custody in 9 out of 10 cases.”

This is better, because, when the author is included in the example, students learn more

effectively.

“During the seminar, the instructor says the following to students:

‘According to a survey, the most important technological device used by law firms is

the tablet. What do you think is the most important technological device used by law

firms? I think that the most important technological device is the tablet.’ “ This is

better, because, when the author reveals his own opinions, students learn more

Effectively (Clark & Mayer, 2011).

Summary

In sum, multimedia instruction should be personalized to promote learning. When conversational language, on-screen coaches, and visible authors are used, students feel like they are engaging in a conversation which, in turn, makes them put more effort into understanding the lesson and perform better pursuant to the cognitive theory of learning (Clark & Mayer, 2011, p. 184).

References

Clark, R. C., & Mayer, R. E. (2011). E-learning

and the science of instruction: Proven guidelines for consumers and designers of multimedia instruction (3rd ed.). San Francisco, CA: Pfeiffer.