ASIA unversity:Item 310904400/26927
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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/26927


    Title: The Influence of Rationality and Sensibility on Script Semantics for
    Authors: Shih, Jyun-Yan;Lai, Shu-Ling
    Contributors: Department of Digital Media Design;Department of Digital Media Design
    Keywords: Script;Semantics;Rationality;Sensibility
    Date: 2012-12-07
    Issue Date: 2013-07-19 07:22:02 (UTC+0)
    Publisher: Proceedings of the 10th Annual Conference of Asia Digital Art and Design Association
    Abstract: The script in the multimedia programs plays an important role of enhancing elaboration and learning interests. However,
    the script and copywriting all along lack good position and design. This research designed an ecological multimedia video
    that contains additional semantics of rationality and sensibility (control group, rationality group, and sensibility group).
    There are 121 high school students participated in this study. With the Schema theory of script design, the additional
    semantics of sensibility and rationality, provides extra links for easy understanding. Research results showed that students
    accommodated with either rationality or sensibility semantics performed significantly better than the control group in either
    cognitive learning or students' attitude. In addition, the sensibility group's attitude significantly higher than the rationality
    group and female students scored significantly higher than male in the attitude measure toward the media. Furthermore,
    research results suggested that either rationality or sensibility semantics are useful in guiding understanding of concepts.
    However, only sensibility semantics can touch learners' heart especially for female. More research about rationality and
    sensibility semantics are suggested for better understanding of script that decide the quality of the multimedia designed.
    Relation: Proceedings of the 10th Annual Conference of Asia Digital Art and Design Association
    Appears in Collections:[Department of Media and Design] Proceedings

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