Multimedia effects on processing and perception of online news: A study of picture, audio, and video downloads

Do multimedia enhancements affect how much individuals learn from online news websites? Do audio and video downloads generate positive impressions of the website ill the minds of users? A five-condition, between-participants controlled experiment (N = 60) was designed to address these questions. Each study participant read three news stories from a news website created for the experiment; he or she was given either a text-only version of the news site; a version with text pictures; ore with text and audio; one with text, pictures, and audio; or orle with text, pictures, and video. Following exposure, participants filled a paper-and- pencil questionnaires assessing their memory and perceptions. Results suggest that pictures and audio are particularly powerful psychological cites. In general, multimedia tends to hinder memory for story conte,lt and leads to negative evaluations of the site and its content, but improves memory for advertisements. Theoretical and practical implications of these findings are discussed.