Business screen magazine (1946)

Visuul cnmmunjculions attains its highcM pilch of sensory excitement— and lis lowvsl degree of intellectual communication — in the realm of mulli-mcdia. As a consequence multi-media presentations enjoy enduring popularity. Unfortunately they hasc become the AV man's aphrodisiac. Multi-media permits him to lanquish for a time in the arms of Show Bi/ and escape the stern discipline of communication. Through the seductions of mullimedia. audiences arc titillated and b.-guiled. Things vcc/n to be happening: viewers are impressed; management is contented: producers are fulfilled. But the enchantment with multi-media is gradually turning non-thealrical events into pure industrial enterlainment. Technique is in control. Through delight in the marvelous contraptions and gadgets now available, we are in danger of becoming entrapped by the spectacular light and sound shows that degrade the reputation of visual communications, li is my thesis thai all too many of us in industry have undertaken the multimedia trip into the realm of sensuality: a realm that is by nature alien to intellectual perception. This indulgence has compromised visual communications in the interest of novelty and sensation. Multi-media tends to inundate thought with color and anestheti/e the intellect with a riot of sound and frenzy of movement. To willingly permit this to occur is to risk losing one's identity as a serious and effective communicator. Multi-media must be cautiously handled lest it turn a program into a carnival. Every element used in nuiili-media is worthy, admirable, brilliant in itself— eminently capable of aiding the delicate, demanding process of communication. Used wisely, each in its own way has won substantial esteem. But joined together in the typical audio-visual tour de force that multi-media productions are inclined to become. Ihey do mob violence to the senses. The result may be pleasurable, but intellectual communication is limited to the point of becoming incidental. We are not m show business — we are industrial communicators. We deal primarily in information, ideas, and training — only incidentally in entertainment. If we can make our information and ideas entertaining — that is a capability of which we may be proud, but it must never become a primary endeavor. If we sacrifice communication to entertainment, we imperil industrial visual communications as well as our jealously guarded reputations as ser Multi-Media: the Great Industrial Side Show ious and effective communicators. Far. far too often we have been guilty of producing pyrotechnic audiovisual displays that have left our audiences gloriously limp and vaguely conscious of having been present at a grand happening. But the abiding value and accomplishment of these programs tend to be elusive. We take great pride in fantastic audience reaction — hearing viewers say "Wow! I've never seen anything like that before!" But when the audience is quizzed about the content, the substance of the presentation, it becomes swiftly eviilent that the medium has overwhelmed the mess.ige. Sensation has stupified communication. BYLEECOYLE Now, I well know that manage is in general highly compliment about such performances. 1 also 1 that management is not particu adept at weighing values in the of communication. Sooner or la however, the judicious will per that multi-media is a bastard whose survival depends on s;Uisf an omnivorous appetite for nov tricks, and truckloads of equipmenl] Once a company embarks on multi-media kick, it becomes ten rarily addicted and goes down pernicious trail of outdoing its pr ous produclii>n. The result is mentable series of outrageous exf Lee Coyle is Dislrirt Information Manager ot Ohio Bell's Visual Commiinic Center. He is <i Keseaiili I'ellow on the faculty of John Carroll I'niversity a Past President of the Industrial Audio-Visual Association. 18 BUSINESS SCRE