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Media chemistry

Exploring the elements of


online communication
Media chemistry
Exploring the elements of
online communication

All online communication, whether that’s published content, live


online events or social media, make use of the same key media
elements: text, audio, images, animation and video.
The online communicator needs to know when to use each of these
elements, how to do so effectively within the particular constraints
associated with working online, and how best to combine media
elements to achieve their communications objectives. We’ve prepared
this resource to shed some light on these issues and to encourage
more rewarding online communication for all involved.

Text as a media element 5


Audio as a media element 9
The image as a media element 15
Animation as a media element 21
This work is licensed under a Creative Commons Attribution-Noncommercial- Video as a media element 27
Share Alike License. This license allows you to share and adapt this work non-
commercially, as long as you license any new creations under the identical terms, A history of online media 33
and obey the following conditions:

Attribution: You must attribute the work to Onlignment Ltd, accompanied by a


link to http://www.onlignment.com.

For details see http://creativecommons.org/licenses/by-nc-sa/3.0/.


1
Text as
a media
element
1
Text as a media element Combining text with other
elements
Nonem volorecestem nihil imusciam
archilla nimintium que cum
haruptatur ad ernatur, ipsa delia
sit ut iunditemos sanis qui dolest,
conecumque con nus ipis que
porroriae comnis dolum sum fuga. Sit
As a verbal element, text combines well venihiliqui te min evel in estiume plis

What text is good for Optimising text for online with visual elements but clashes badly with
maxim fugia cuptatur, cus con re none
etur? Iti doluptate dipsa consequis ut
quae conem ut reperia nditas aliciae

Text is by far the most flexible and delivery a second verbal element such as speech.
ctusam ut voluptatem sin enimus et
velentur atus, cusci occum rest

pervasive of all the media elements. So, text plus still images works well,
When carefully composed, it is capable of Text is harder to read from a screen than it Text provides an ideal accompaniment for a still image
whereas text plus speech causes all sorts of
conveying precise meaning. is from paper, partly because the resolution
confusion and overload for the user.
of the screen is so much lower (less dots
In most circumstances (where it not per character) and also because the light The brain cannot process two verbal inputs Nonem volorecestem nihil imusciam archilla nimintium

integrated into a video or animation),


que cum haruptatur ad ernatur, ipsa delia sit ut

is projected rather than reflected. With simultaneously, so the user has to block out
text can be absorbed at the reader’s own scrolling and paging, it is also much easier one element (usually the speech because
pace, which reduces the stress for the
Nonem volorecestem nihil imusciam

for the reader to lose their orientation this is conveyed much more slowly than archilla nimintium que cum
haruptatur ad ernatur, ipsa delia
reader in a learning context and makes it within an online document. text) in order to concentrate on the other.
sit ut iunditemos sanis qui dolest,
conecumque con nus ipis que

much easier for those who want to skim


porroriae comnis dolum sum fuga. Sit
venihiliqui te min evel in estiume plis
With these points in mind, best practice maxim fugia cuptatur, cus con re none
content or hunt down a particular piece of etur? Iti doluptate dipsa consequis ut

suggests that you: How text is represented online quae conem ut reperia nditas aliciae

information.
ctusam ut voluptatem sin enimus et
velentur atus, cusci occum rest

• Limit your word count to half of what it Text is represented digitally as individual
would be in print. ASCII characters of one byte each. For this ... but if speech is added as well, then the combination of
When text is not so suitable two verbal sources is confusing for the user.
reason, text is by far the most bandwidth-
Text is not as expressive as speech, because • Use clear, descriptive headings to
friendly element.
it does not convey tone of voice. For separate sections.
this reason, text messages can be easily • Keep sentences short. Portions of a piece of text can be
misinterpreted. emboldened, italicised or underlined. As a The following general pointers will help:
• Cover only a single point in each general rule, underlining should be avoided
Without considerable skill on the part of paragraph. • Constrain column width to 5” (12cm) to
as it implies that the text is a selectable
the author, text is not great at describing reduce the eye strain involved in tracking
• Use bulleted or numbered lists rather hyperlink.
the physical appearance of an object back to the start of each new line.
or person (use photos or illustrations than present a series of related items as Text can also be formatted in terms of
ordinary prose. • Left align paragraphs in most
instead), actual events (use video), layouts point size, colour, font, spacing, column
circumstances.
(use diagrams or screen grabs in the case width and alignment, although these
Be aware that, for the visually
of software), or complex processes (use aspects of typography are now more • Limit the use of text that is all capitals.
impaired, on-screen text can be
diagrams or animations). Text is also not normally handled through what is called a
read aloud by screen readers. • Present body text at 10 or 12 point.
ideal for describing sounds (use audio!). ‘cascading style sheet’ (CSS). This is set up
To help screen readers work at their best,
by a designer, leaving the author to worry • Maintain a high contrast between text
In most cases, text is less suitable than text should be formatted and displayed
about the content. and background. In most cases, black on
audio as an accompaniment for dynamic in accordance with the latest accessibility
white is fine.
visual media such as video, animations, guidelines. In most cases this will be an Typography has an important impact on
software simulations, slide shows and live issue for the person setting up the website legibility and usability and so determines • Use fonts that are optimised for the
application sharing sessions. rather than the author. much more than the style. screen.

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2
Audio as
a media
element
2
Delivery of the spoken word is much
Audio as a media element slower than the speed at which a
person can read, which might, in some
circumstances, frustrate a user from
What audio is good for achieving their goal as quickly as they
To rather state the obvious, audio is useful would like.
when we want to know what something Audio also requires more in terms of
sounds like - a human voice, a piece of technical paraphernalia. The listener
music, a fire alarm, a bird song. In these needs a sound card and either speakers
situations, textual descriptions will always or headphones; and in a live online Interviews and discussions make much more engaging
be second best. conversation, the contributors also listening than monologues.
More commonly, we use sound as an need microphones. In an open office
alternative verbal channel to text. In fact, environment, there is the additional risk when the audio is streamed (that’s when the
it’s a very rich alternative because it conveys of causing disturbance to those working audio plays almost immediately but is not
tone of voice as well as the words. nearby. stored on the user’s computer), as will be
In an online context, audio is useful It goes without saying that sound will be the case with live audio or when the audio
because it takes up no space on the screen. inadequate when the subject matter is forms part of a multimedia presentation.
When you’re presenting a sequence highly visual or is better understood with Generally speaking, it pays to limit the
of images, an animation, a software visual aids. In these situations audio can user’s exposure to a single voice. However
demonstration or a movie, the verbal be combined with, or replaced entirely interesting the speaker and however
content of your message can be delivered in by photos, illustrations, video, diagrams, expressive the voice, any listener will begin
sound without taking attention away from screen grabs or animations. Audio-only to tune out after 10 minutes or so. On
the visual elements. media, such as podcasts, will clearly radio, you will rarely hear a single voice
Audio requires much more in terms of technical struggle when a visual element is required
paraphernalia. continuously for more than a minute
to convey the intended meaning. or two. For this reason, interviews,
Nonem volorecestem nihil imusciam archilla nimintium Although not so often a key factor in discussions, question and answer sessions
que cum haruptatur ad ernatur, ipsa delia sit ut

online communication, music has the Optimising audio for online and drama work much better than
capacity to alter mood more successfully delivery monologues.
than any other medium. If your audio is pre-recorded and intended In The Media Equation, Stanford University
for download by the user (that’s when they researchers Byron Reeves and Clifford
wait while the file is saved in full to their Nass reported on the impact that audio
When audio is not so suitable computer, but can then play it repeatedly quality had on a user’s overall impression
Unlike text, audio is not self-paced. offline), then it pays to minimise the file of their media experience. Their conclusion
Although the user may have the facility to size by keeping the duration of the audio was that audio quality does matter a great
rewind and fast forward recorded audio, short. A good example is with podcasts deal, which is an argument for taking care
they cannot control the speed at which the - better to distribute your programme in when recording and editing, and then
Audio takes up no space on the screen, allowing the user sound is delivered; and with a live audio three 5MB sections rather than one of sampling at the best rate possible given the
to maintain visual focus on the graphical content. stream, even this capability is lost. 15MB. This constraint does not apply bandwidth constraints.

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Audio can be captured on a portable second (48.1KHz) with a 16 bit resolution.
recording device (a digital recorder, Typically, much lower sample qualities are
a phone or camera) or directly into a used online in order to reduce the strain
computer. In the case of the latter, it pays on bandwidth (the speed with which data
to work with dedicated audio software can be transmitted across the network).
if you can, as this will provide you with Most music is recorded as two-channels
much more flexibility when it comes of samples (stereo), whereas a single
to editing (although professional audio channel (mono) is acceptable in many
editors are expensive, free software such circumstances and certainly when the
as Audacity is good enough for most content is simple speech.
It pays to use a quality microphone, ideally with a pop
purposes). On the other hand, many Dedicated audio software, such as Audacity, will provide
shield fitted, as above. The speaker should be 4-5” away
from the microphone. authoring tools allow you to record directly you with the greatest flexibility when it comes to editing. Even when the audio is encoded in mono
into the tool and, with a little care, the and at a lower sample quality, it will still
results can be more than adequate. be far too bulky to download or stream
without extensive compression. The most
When recording it pays to use quality To accommodate those users How audio is represented online common compression formats are:
microphones (ideally fitted with pop who have a hearing impairment, Digital audio is represented as a stream
shields, which reduce the explosive peaks you need to provide a transcript • MP3
of ‘samples’. The quality of these samples
that occur when speakers say the letter ‘p’). of any important audio components within is determined by the frequency with • AAC (Apple’s alternative to MP3)
Ideally the room will be free of reflections recorded media. which the samples are taken (the more • WMA (Windows Media Audio)
(so few natural reverberations or echoes) often the better) and the resolution of the
and the speaker should be a comfortable Combining audio with other samples (the more bits used to describe Most audio editing software will be able
distance (say four or five inches) from the elements each sample the better). As an example, to export in a wide variety of compression
microphone. The recording level should As a verbal element, speech combines well CD audio is sampled 48,100 times per formats.
be high enough to avoid background with visual elements but clashes badly with
hiss, while avoiding the high peaks that a second verbal element such as text. So,
cause ‘clipping’. When editing, bad takes audio over a sequence of images works
and gaps can be removed and the overall well, whereas if the words are replicated
volume level equalised using a process on the screen as text, the user stands to be
called ‘compression’. confused and frustrated. The brain cannot
If you are recording a narration to process two verbal inputs simultaneously,
accompany a multimedia presentation so the most likely consequence is that the
or an e-learning programme, it pays to user will reach for the volume control to
employ a professional voiceover artist. block out the slower of the two verbal
While this may appear to be extravagant, sources, the speech. Of course, if the
the cost rarely exceeds a few hundred content of the audio is music or sound
dollars and can make a big difference to the effects, this will not clash with the text and
professionalism of the end result. can work well.

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3
The image
as a media
element
3
The image as a media element Images come in a variety of forms and
these all have their particular place:
Still images will be second best to
animation or video when communicating
movement or representing live action.
• Photographs are capable of accurately
What images are good for depicting real-life people, objects, places When used for purely decorative purposes,
Imagine how difficult it would be to • Our fall fashion collection. and events. images use up valuable bandwidth and
convey the following without the aid of screen space without adding anything to
• The process of condensation. • Illustrations, including clip-art and the communication process.
images:
cartoons, will not capture people,
• The new office that we will all be moving • The workings of the internal combustion objects, places and events as faithfully
to later this year. engine. as photos, but can depict what is Optimising images for online
• Sales territories in the Indian sub- impossible or impractical to photograph. delivery
• Comparative sales figures over the past In their relative simplicity, they may also
continent.
five years. communicate more clearly than photos. When displayed online, images need to be
• Welcome to our new head of HR. large enough to be clear but not so large as
• The cypress tree. • Diagrams illustrate cause and effect
• The process to follow when to require excessive scrolling.
troubleshooting a machine breakdown. • The structure of the Internet backbone. relationships and the relationships
between the parts of The screen is not the
something and the ideal setting for highly
whole. They include detailed images because of
Copyright laws apply
timelines, organagrams, the limited resolution of
maps and flow charts. as much online as in
most screens, typically less
any other medium than 100 dots per inch.
• Charts provide a
Compare this with print,
rapidly-accessible
where resolutions start at
visual representation of
300 dpi and can be very
numerical data, highlighting trends and
much higher. As a general rule, highly
proportions.
detailed images are better made available
• Screen shots faithfully capture the for download or delivered in hard copy
elements of a software interface. format.
Copyright laws apply as much online as in
any other medium. If you use copyrighted
When images are not so suitable images in your online communications
As a general rule, images struggle to without permission, then you are taking a
convey precise meaning without verbal risk.
support from either speech or text; and it If the images you intend to use are not
goes without saying that they have little your own property, then look for images
Charts, illustrations, diagrams and photographs make it possible to describe relationships, trends, structures, likenesses practical function when there is no strong which are copyright cleared or which are
and much more in ways that words can not.
visual aspect to the content. covered by a Creative Commons license.

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Because this removes the ability for high- graphics are limited to 256 colours,
How images are represented quality scaling, it makes sense to export which is fine for computer graphics with
online the images at the maximum size at which hard edges and block colours, but not
Online images can be held in one of they will be displayed online. If you leave so good for photos. They can also have
a number of compressed, bit-mapped it to the browser to do the up-scaling, be a transparent background, which can
formats. With bit-mapping, the images prepared to lose a lot of quality. be useful if you want to display your
are stored digitally as a data structure When delivering images online, you have images in anything other than a simple
representing a rectangular grid of pixels. three choices of bit-mapped image formats: rectangular arrangement.
Each pixel in this grid is represented by a
colour or greyscale value. • JPEG (Joint Photographic Experts • PNG (Portable Network Graphics) -
Group) - pronounced ‘jaypeg’ and pronounced ‘ping’ - is another ‘lossless’
Bit-mapped images can be contrasted sometimes shortened to just JPG. This
with vector graphics, which describe the format but is not restricted in colour
format is ‘lossy’ in that the more you rendition, making it a superior format
image as a series of geometric functions compress the image and thus reduce
Any web editor or content management system will allow to GIF. PNGs are ideal for computer-
you to enter alternate text which can be read aloud to (lines, curves, etc.). Vector graphics have file size, the greater you will lose clarity
visually-impaired users by screen reader software. the advantage of being more scalable, generated graphics such as buttons,
and detail. JPEG graphics can render in logos, diagrams and maps, but are
retaining their quality however large full colour and are ideally suited to the
Accessibility guidelines dictate they are displayed. Most images other less suited to photographs, where the
that, when you use images display of photographs. resulting file size is likely to be excessive.
than photographs are created and edited
online, you provide each image in vector format, but must be exported • GIF (Graphics Interchange Format) is Be a little careful, because not all online
with an alternative textual description. This as a compressed bit-map for use online. ‘lossless’ in that the compression process applications - or corporate firewalls -
allows those users with a visual impairment does not involve sacrificing quality. GIF support PNG.
to gain some benefit from your images,
because screen readers can convert your
descriptions into synthesised speech.

Combining images with other


elements
Images combine well with audio or text.
With audio, you have the advantage that
the eye can concentrate on the image,
while the verbal content is communicated
aurally; with text, on the other hand, the
eye has to switch back and forth.
Images do not combine well with a
second visual source such as live video. If
you want the user to focus on the image, This enlarged bit-map shows how the image is stored as
then it’s best to turn the video off, at least a rectangular grid of pixels, each with a specific colour,
temporarily. defined as a combination of red, green and blue.

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4
Animation
as a media
element
4
Animation as a media element When used purely as an attention grabber,
animations can be annoyingly distracting.
Combining animation with other
Users have been known to cover up a elements
repetitive animation with their hand so Animations combine particularly well with
What animation is good for audio, which allows the eye to maintain
they can concentrate on a task elsewhere
Animation is to diagrams and illustrations on the screen. attention on the animation, while the
what video is to photographs. The added verbal content is communicated aurally.
ingredient in each case is motion, and Text is an option, but then the eye has to
motion can be useful: it is eye-catching; it Optimising animations for online switch back and forth.
can represent in simplified form the action delivery
that we experience in real-life; it can also Animations do not combine well with a
As a general rule, animation should be second visual source such as live video.
help in explaining how elements interact used only very modestly for decoration
with each other. If you want the user to focus on the
or show. If a user is engaging with an animation, then it’s best to turn the video
Online animations come in a variety of online experience primarily for their off, at least temporarily.
forms: own amusement or entertainment then
fine, but more often than not the user is
• Transitions provide a bridge from goal-orientated and does not want any
one state to another, usually just for Animated diagrams are useful for explaining how things
work, in this case a heart attack. distractions that get in the way of achieving
decorative purposes. that goal. A good example is the way in
• Animated diagrams are particularly useful which elaborate animations are sometimes
when explaining how things work and used to provide a gateway into a site -
what the stages are in a process. more often than not, users will find this
• Animated cartoons function as they annoying and look to get past it as quickly
always have, as entertainment. as possible. Online, the need is for speed;
• Interactive games and simulations have the to get to the point. Here the presenter talking to camera distracts the user
from the animation, which in this case should be the
potential to engage users in motivating Where animation is the main feature, as user’s visual focus of attention.
challenges, free of risk. it would be with an animated cartoon
• Software sims explain how tasks are or a software sim, then it makes sense to
completed in software packages. Interactive simulations allow users to explore cause and organise the content into short modules How animations are represented
effect relationships, as in this simulation of natural
• 3D environments go beyond the 2D to selection, created by the University of Colorado at Boulder. which users can access easily from a menu. online
provide a more immersive experience, You’ll also need to make it easy for users to In the early days of the World Wide Web,
whether for gaming or for interaction in replay any animation. the only available animation format was
real-time with other online users. When animation is not so suitable the ‘animated GIF’. This allows a series of
If you’re using an animation
• Application and desktop sharing, as used Animations, like images, struggle to convey to draw attention to images in the GIF format to be sequenced
by web conferencing and other online precise meaning without verbal support something new or and looped. Animated GIFs are still used,
communication tools, make it possible from either speech or text. And they clearly important, then don’t loop notably for advertising banners, but the
to review what is on a person’s computer have little practical function when there is endlessly, because this becomes irritating format is too bulky and inflexible for any
from a remote location. no strong visual aspect to the content. and distracting. serious animation tasks.

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<script type=”text/javascript”>
function starttimer()
the animations (saved as Flash ‘movies’) are 3D environments are not supported Non-interactive animations, such as
{
d=new Date()
small in size and can be scaled up or down directly within HTML or Flash, although cartoons and software sims, can also be
for (count=0;count<imagemax;count++)
{
without losing quality. some applications (such as Caspian rendered as videos. This increases the range
yyy = yp[count]*Math.cos(rx)-
zp[count]*Math.sin(rx); The Flash format has grown enormously Learning’s Thinking Worlds tool) will of situations in which the animations can
bbb = bp[count]*Math.cos(rx)-
cp[count]*Math.sin(rx); in sophistication and popularity since work in a standard browser with the aid be accessed (principally because some
zzz = yp[count]*Math.
sin(rx)+zp[count]*Math.cos(rx); then and, in its current form, now under of the Adobe Shockwave plugin. More mobile devices, notably the iPhone and
ccc = bp[count]*Math.
sin(rx)+cp[count]*Math.cos(rx); the wing of Adobe, it is capable of driving commonly, 3D games and virtual worlds iPad, do not support Flash), but restricts
xxx = xp[count]*Math.cos(ry)+zzz*Math.
sin(ry); complete websites and applications as such as Second Life have to be installed on the ability to scale the animations without
aaa = ap[count]*Math.cos(ry)+ccc*Math.
sin(ry); well as smaller interactive and multimedia the local computer. quality loss.
zzz = xp[count]*-Math.sin(ry)+zzz*Math.
cos(ry); elements within standard websites. Artists
ccc = ap[count]*-Math.sin(ry)+ccc*Math.
cos(ry); and designers can work directly with the
// PERSPECTIVE
xxx=xxx*(perspective/ Flash tool (and its associated scripting
(zzz+perspective));
yyy=yyy*(perspective/ language ActionScript) to create bespoke
(zzz+perspective));
aaa=aaa*(perspective/ animations, games, simulations and
(ccc+perspective));
bbb=bbb*(perspective/ applications. However, the technology
(ccc+perspective));
is also accessible to less specialist users
line(image[count],320+xxx,240+yyy,320+aaa,
240+bbb) through much simpler third-party
}
ry-=(mouse_x-320)/5000 applications which export in the Flash
rx+=(mouse_y-240)/5000
timer=setTimeout(“starttimer()”,10) format. Examples include software
}
function stoptimer() simulation tools, game engines and many
{
e-learning authoring tools.
Animations can be created using programming
languages, such as JavaScript above, but to do so requires Most but not all browsers can run Flash.
the specialist expertise of a web programmer. Where not, this is usually because of the IT
policy of a particular organisation, rather
Later versions of HTML and JavaScript than the capability of the computer or
(the formatting and scripting languages browser. It does matter which version of
supported by al web browsers) have Flash is being used, because earlier versions
evolved such that there are now quite a few have much reduced functionality.
ways to build transitions, animated buttons
and drag and drop facilities into standard
web pages, without recourse to third-party
plug-ins. However, these facilities require
expert coding and are still not adequate for
more advanced purposes.
Macromedia introduced the Flash format
in 1996 as a way of adding animation Interactive 3D environments are not supported
directly on the World Wide Web but some, such as this
capabilities to web pages. Because Flash simulation created using the Thinking Worlds tool, can
stores graphical elements in vector format, be displayed using the Adobe Shockwave plug-in.

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5
Video as
a media
element
5
Video as a media element material, it pays to take a little time to
ensure you frame the subject carefully and
that the scene is well lit.
What video is good for Note that, if your material is only ever
Video excels at depicting real-life events. going to be played back online in a normal
So, assuming that a particular real-life window, then there is little to be gained
event is of interest to you, then if it moves
Video requires more bandwidth than any other media by recording in HD (high definition).
element. Without adequate bandwidth, video downloads Recording in standard definition will
and you can point a camera at it, video will be frustratingly lengthy and it will not be possible to
really is your medium of choice. As another display live video at an acceptable frame rate.
dramatically reduce the data size of your
real bonus, it’s easy to record audio at the recordings and reduce the strain on your
same time in perfect synch, meaning video computer’s processor when editing.
is really two media elements packaged as Clearly video has little to offer when the In anything other than live situations,
one. content is not visual in nature or when you’ll benefit from carrying out some
there is little movement in the visual editing of your content. There are free tools
Because the visual and audio content of a content.
video is constantly changing, it attracts and such as Microsoft MovieMaker and Apple’s
maintains attention. Just think how your iMovie; very capable low-cost versions of
Optimising video for online professional tools, such as Adobe Premiere
eye gets drawn to the TV, even with the
sound off.
delivery Elements; and, of course, the top-end tools
Because online video is typically displayed themselves, such as Avid, Adobe Premiere
Video is perfect for showing pre-recorded in a small window, it works best when and Final Cut Pro. In most cases, the free
material, but can also be used to deliver the subject matter does not contain a lot and low-cost tools are more than adequate
live video feeds, through simple webcams of fine detail. In years to come, when
or top-end video conferencing services, bandwidth ceases to be much of an issue,
such as telepresence. Video can be used for pre-recorded material but is
equally valuable for providing a live feed through a then this constraint will drop away and
Video can do more than show what a webcam or high-end video conferencing system. online high-definition playback will no
camera can capture; it can also be used as doubt become commonplace.
a simple, alternative means for displaying delivered; with a live video stream, you With pre-recorded video, it makes sense
a wide range of other multimedia material, have no control at all. Because video is not to organise the content into short modules
such as software sims, narrated PowerPoint self-paced, it provides the viewer with less which users can access easily from a menu.
presentations, scenes from virtual worlds or opportunity for reflection or note-taking. In YouTube, you can organise a collection
Flash animations. of modules into a playlist with a single
Two-way live video is only feasible when
each participant has a webcam integrated URL.
When video is not so suitable within, or connected to, their computer. Video can be captured on a portable
Video is not self-paced. Although you Because video is the most bandwidth- recording device (a camcorder, a stills
Pre-recorded video is best organised into short modules.
may have the facility to rewind and fast hungry of all media elements, users with camera with video capability or a phone) In this example, an interview has been divided into a
forward recorded video, you cannot control bandwidth constraints will be unable to or directly into a computer via a webcam. number of short sections, each of which can be easily
the speed at which the audio content is take advantage. If you are using a webcam to capture your accessed using a YouTube playlist menu overlay.

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in Europe or 720x480 / 30 fps in the The trend is towards Flash
USA. High definition has between a two video, not least because this
and five times better resolution. Digital is the format that YouTube
audio quality is determined by the sample currently uses. However, for
resolution and frequency and the number delivery on Apple mobile
of channels (see the section on audio). devices (the iPod, iPhone,
iPad) MP4 is the format of
Video can be recorded and edited in a wide
choice as Flash is not supported.
range of digital formats, but will require
extensive compression before it is suitable Video can be delivered in such a way that
for online delivery. The most common file it can be downloaded by the user and
formats for online video distribution are: played offline, or streamed continuously
to the user with no opportunity for
• MP4 (MPEG-4 / H.264) - the user
download. To accommodate streaming,
must have Adobe Flash or Apple
a streaming media server is required. As
QuickTime installed.
an example, YouTube streams its video,
• FLV (Flash video) - the user must have whereas iTunes makes videos available for
Adobe Flash installed. download.
• WMV (Windows Media Video) - the Most video editing software packages
user must have Windows Media Player will be able to export in a wide variety of
Free and low-cost video editing tools such as Apple iMovie are more than adequate for the post-production of video installed. compression formats.
that’s intended for delivery online.

for the simple editing required when so, if audio really is not feasible – perhaps
creating online video. because users’ computers are not fitted
Note that, to accommodate with sound cards – then the text should be
those users who have a visual or superimposed on the video, like sub-titles.
auditory impairment, you need Video does not combine well with another
to provide a transcript of any important visual source. Whichever element is not
video material. the primary focus of attention should be
turned off or removed.
Combining video with other
elements How videos are represented online
Video obviously combines well with audio, Video quality is determined by the
because this allows the eye to concentrate resolution (the number of pixels making
on the visual material, while the verbal up the image) and the frame rate. As a
content is communicated aurally. It would guide, standard definition TV is displayed
not work to display text alongside a video; at 720x576 / 25 frames per second (fps)

30 www.onlignment.com www.onlignment.com 31
6
A short
history
of online
media
6
A short history of online media The PNG graphics format is launched.
RealMedia launch their audio streaming
2003
Skype introduces internet
1987 1992 service. telephony.
CompuServe announce The first SMS messages were Macromedia (since acquired Apple launch iTunes as a
the GIF graphics format, sent from mobile phones. by Adobe) launch Flash as a way to download music tracks.
with lossless compression, tool for online animation.
transparency and animation 2004
Microsoft launch NetMeeting,
capability. Nowhere much to use it yet, 1994 Facebook launches.
an early web conference service.
however, as no World Wide Web. The first Netscape browser was
1997 And Flickr, as a way to share
launched. Support was photos online.
1988 provided for the JPEG (Joint RealMedia extend their
Photographic Experts Group) streaming to include video. And Firefox, a new browser, based on
The Moving Pictures Experts Netscape Navigator.
Group (MPEG) is established. format for displaying photographs online. The PlaceWare Auditorium web
They develop the MPEG The first digital cameras were released. conferencing service is launched Podcasting becomes popular.
video compression formats (PlaceWare has since been purchased by
1995 2005
used primarily on CDs / DVDs but also, Microsoft).
to a limited extent, and much later, online. Sun Microsystems released the YouTube allows video
The term ‘weblog’ is coined. Two years content to be shared online.
Java programming language,
1989 later, it is first shortened to ‘blog’.
which was designed to support
1998 2006
Tim Berners-Lee, working more sophisticated online
at CERN, releases the first applications than HTML could The term ‘webinar’ is first used. Twitter heralds the age of
proposal for the World Wide manage. micro-blogging.
1999
Web. The proposal includes The very first VOIP (Voice Over Internet 2007
HTML (HyperText Markup Language), Protocol) services made it possible to Google appears.
the primary basis for formatting web pages communication online using voice. Apple launch the iPhone.
WebEx launches its web
to this day. conferencing service.
The Netscape browser adds support for
JavaScript, a scripting language that CBT Systems coins the term ‘e-learning’.
1991 provides additional functionality to
HTML. 2001 2010
The World Wide Web is
launched. 1996 Launch of the Wikipedia. At this point, it would be tempting to
conclude that we have all of what we need
One of the first webcams was Microsoft acknowledge that the Apple sells the first iPods.
in terms of tools and technologies for
set up at Cambridge University. Internet will be a reality in the delivering online media. But of course we
long-term and launch Internet all know better than that, don’t we?
Explorer, a free browser. 2002
The first graphical MMPORG (Massively
Multiplayer Online Roleplaying Game)
appears on AOL.
The first instant messaging systems are
launched.
SecondLife introduces its online, 3D
virtual world. ... ?
34 www.onlignment.com www.onlignment.com 35
Onlignment can help you to learn and • Evaluating the effectiveness and usability
communicate online. We provide support of the content.
and training, strategic consulting, design • Maintaining and continuously
services, benchmarking, research and improving the content.
publications. Our workshops include the
following: • Integrating digital content into blended
solutions.
• Tools and techniques for sharing
Designing digital learning content content.
Aimed at anyone who has (or will have) a
responsibility for designing and developing The course can be shaped around the
digital content for learning. The course can types of content that are likely to be most
be fashioned around the needs of beginners appropriate for use in your organisation
or more experienced specialists. and the software tools you will be making
available.
Topics include:
The course can be run in a number of
• Uses for digital learning content:
formats:
classroom aids, self-study materials, job
aids / reference. 1. As a two-day workshop, delivered
on your premises or at a third party
• Types of digital learning content:
location.
interactive tutorials, software demos,
visual aids, quizzes, presentations, 2. As a series of short online sessions,
podcasts, reference materials, learning interspersed with practical activities.
games, instructional videos. 3. As a blend of face-to-face and
• Establishing objectives for the content. online sessions to meet your specific
requirements.
• Selecting the most appropriate
instructional methods and delivery The course is practical and highly
media. interactive, providing ample opportunity
• Choosing the most suitable tools for for reflection, discussion and practice.
developing the content. Each participant has the opportunity,
working individually or in pairs, to design
• Creating usable and appropriate content and develop at least three short pieces
to meet your objectives: textual material, of content and receives constructive
graphics, audio, video, questions and feedback from peers and experts. The
other interactions. course is supported by comprehensive
• Getting specialist help when you need it. documentation.
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