Single-channel and multi-channel messages: A comparison of connotative meaning

Abstract

From this study these conclusions and summary statements are presented: 1. On the average single media presentations elicit more high intensity scores on connotative meaning scales than multimedia presentations. Further, a higher percentage of the single media associations are significant. These findings indicate that, on the average, single media presentations elicit a greater number of strong connotative meaning associations than multimedia presentations. However, whether or not a given single media presentation will elicit more association depends on the individual comparison as the pictorial-spoken combination scores second only to the pictorial. 2. In relation to all modes of presentation used in this study, the pictorial mode was seen as abstract, feminine, beautiful, and active; the written as confused and complex; the spoken as unexciting, mature, and precise. The pictorial-spoken combination was characterized as clear, easy, and complete; the pictorial-written as blunt and artless; the written-spoken as imperfect and small; and the pictorial-written-spoken as bland, boring, and warm. 3. It appears likely that media that use the same sense avenues or the same sign types compete with one another when combined in a multimedia presentation. This competition appears to lower the number of connotative meaning associations elicited by those combinations. Sense avenue competition appears more detrimental in this regard than sign type competition.