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Monica Moyano
Final Paper
The front page of website should be designed to hook the audience by focusing
attention on major exhibits and opportunities to experience events at the museum.
Wilbur Schramms cost benefit theory (Mayer & Moreno, 2003) claims that the
likelihood of a recipients motivation to process information is the ratio between cost
(as it relates to time, energy and effort) and the returned benefit of processing the
message. Using this theory, the design is more effective if the viewer believes
there is low cost and high return on benefit in navigating through the site. The use
of bold text, large images, and exciting phrases such as once in a life time
experience or on exhibit for the first time ever can be effective tools to hook the
audience. The site must continue to keep the views attention by providing
Informative links which in sequential order to meet the needs of the targeted
audience. The viewer should continue to have the perception that the probability of
reward is equal to the promise of reward and potential effort as they navigate the
sight. The front page should be kept minimal and to the point. The site should
disseminate information as needed or desired by the viewer using additional
organized and easy to navigate links. For example on the front page of the site,
large images with bold text of exciting word choices can be used to initially hook the
viewer to a new exhibit. After the initial appeal, the view has the option of
clicking on the image or navigation button and learning what other aspects of the
exhibit will be taking place. The viewer can continue to find additional information
such as when the exhibit takes place and if there this is a lecture associated.
Schema theory is based on the theory that humans use a type of mental structure
to store information. Schemas are mental models of what people know. They are
prototypes with exemplars and variations. The website design should use the
viewers schemas to create navigation buttons. The buttons should be based on
standard information the viewer is likely to be looking for such as directions, current
hours of operation, classes, shop, admissions buy ticket and events. The buttons
should be easy to understand and lead the viewer to find exactly what they are
expecting to find based on their schema.
Cognitive load and just in time information are two communication theories
essential to designing an effective website for the optimum cost to benefit ratio.
Cognitive load theory refers to the amount of information a person can take in at
one time. Just in time information theory reduces the cognitive load by giving
providing information on an as needed bases. Keeping the information initially
provided on the front page relevant and to a minimum lowers the cognitive load.
When the cognitive load is low the viewer feels the cost to benefit is in their favor.
Additionally, when information on the site is provided in incremental links as
needed, it keeps the cognitive load down. Furthermore, designing easy to find
buttons consistent with the viewers schema also keeps down the cognitive load.
Designing informative large or contrasting colored buttons with an easy to read bold
font, allows the audience to easily navigate to sub-sections of the website and find
more specific information. Keeping the cognitive down by providing just in time
information so the audience feels the benefit to cost ratio is in their favor will result
in more effective website.
Mark Sadoski (2009, Dec 23) states that Dual coding theory is a general theory of
cognition and mind. Its purpose is to explain the powerful effects that mental
imagery has on memory, and it has been extended since to account for increasingly
more mental phenomena. Dual coding theory is sometimes referred to as a theory
of mental imagery, particularly visual imagery. The focus of the dual coding theory
is not on the two channels but rather is on how those two channels can be used
simultaneously for effective communication. Using words for duel coding in website
design creates visual imagery that an audience can relate to without the use of an
actual image. For instance, using words and phrases that create a specific mental
image like get jazzed, at the museum after hours creates a mental image of
jazziness in the audiences mind without needing to actually provide an image.
The audience will use their own schema to create the mental picture of how they
might look jazzed. The intent is to persuade the targeted audience to go the
museum after hours event by remembering the great feeling of jazz through their
own mental image.
volunteer help and money. The audience goes to the site seeking information
about visiting the museum. The museum states the need for volunteer support
while providing information about events, art and entertainment. The viewer must
reflect on the time it would take to volunteer while making arrangements to spend
time being entertained by the Arts in a nonprofit organization. The viewer might feel
a negative dichotomy between emotionally caring amount to museum and its
cultural value in the community and behaving in a way that demonstrates care. The
viewer is then given the option to donate money in lieu of volunteering time. This
option reduces dissonance for the audience by creating a balance between belief
and behavior.
Works Cited
Griffin, E. (2009). A First Look at Communication Theory (7th Edition). New York, NY:
McGraw-Hill.
Mayer, R. E., & Moreno, R. (2003). 9 Ways to Reduce Cognitive Load in Multimedia
Learning. Educational Psychologist, 38 (1), 43-52.
Schramm, W. (1954). How Communication Works. In W. Schramm (Ed.), The Process
and Effects of Communication. Urbana, IL: University of Illinois Press.
Sadoski, Mark (2009, Dec 23) Dual Coding Theory
http://www.education.com/reference/article/dual-coding-theory/
Trenhorn, page 97