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Discussion. Where recollection, learning or information rather than entertainment is involved, a slow, rather than a rapid rate of development is important. Rapid development of the presentation of a film subject reduces the amount ^of learning very materially.
Application. For maximum recollection it is necessary to gear the rate of development of the subject and the information of the film to the rate of learning of the audience. This presupposes that the audience level of intelligence is known.
The rate of learning of the audience is generally slower than the film producer thinks. It is a waste of the sponsor's money to try to cover too much too quickly in any one film.
The ninth principle is that instructional techniques built into the film or applied by an instructor substantially increase learning.
Discussion. The research conclusively shows that the following techniques add to the effectiveness of instructional films:
1. An orienting introduction and a relevant summary of the content of the film are of significant value.
2. An opening announcement of a check-up or quiz on the learning from the film measurably improves the recollection value.
3. Repeated film showings and/or repetition within the film itself, materially improve its recollection value.
4. Audience participation or practice during or following the film snowing, "locks in" the teaching.
5. Presenting the viewer with a knowledge of the results of his learning is of great significance.
Application. For rapid mass teaching it is desirable to make films which undertake the total training. They should have instructional techniques and methods built right into them.
Auxiliary instructors can provide motivation, interest and leadership. These are necessary because motivation and morale carry over to the film learning even if the instructor is not present during the film showing.
These leaders or instructors should be trained in the dynamics of learning and its application to rapid teaching by film.
Conclusion
The unusual and commendable action of the Instructional Film Research Program in publishing interim reports on research in progress is planned to continue. These researchers point out that their main responsibility is to do research and, therefore, limits must be expected on the amount of report writing.
The most important implication of this work is that existing methods of film production and film utilization can be greatly improved by applying research methods. The conventional research into factors improving communication tools such as radio, motion pictures and
television must be extended to become an exact knowledge of audience-influencing factors.
If the scope of communication is to meet the sponsor's requirements, if communication is to be extended behind the eyes and the ears to include effective influencing of viewer behavior, then the human engineering approach is essential for further advances in motion picture production and other branches of communication engineering. The communication industries have high stakes in this emerging field of research and application.
Ken Kendall: Production Principles Research
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