Abstract
This article demonstrates how the influential scholar Edgar Dale, alongside a generation of educational technologists, helped build an essential place for AV materials and pedagogical methods in the American classroom. It also shows that, for decades, the Payne Fund philanthropy supported multimedia research agendas that shaped ideas about teaching and technology, far beyond involvement in their famed studies on motion pictures and children in the 1930s. With his writings and research programs, Dale advanced concepts of media experience and systematicity, which came to be understood as common sense to the information society. In so doing he was a leading contributor to the discursive and ideological structure of our age of technological and informational abundance.
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