Zur Auswirkung der Videopräsentationen mit filmischer Inszenierung. Eine experimentelle Studie

Abstract

During the COVID-19 pandemic, presentations with several participants that previously took place face-to-face have increasingly been held via online communication. This trend is still there in business communication. Therefore, the effect of different online presentation forms remains relevant for communication research. In the methodological framework of the work, the effect of cinematic staging on the impact of the two cues, the information presented and the person presenting it was then examined using an experimental study. An online survey-based between-subjects experiment with a single factor (video presentation with cinematic staging versus without cinematic staging) was conducted with 194 participants from Germany. The results confirmed the persuasive effects of cinematic staging on the effectiveness of communication. Hence, cinematic staging increases the persuasive effect of the information presented and the person presenting it. Memory recall of the presented content is also enhanced in video presentations. The study has theoretical and practical implications.