Date

3-2014

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

ABSTRACT

Given the evolving nature of the forms of mass media in communication, it is imperative to stay up-to-date with the changes that occur in developing platforms of technology, as well as how these advancements are effecting new generations of learners and communicators. Generation Y students have developed a spectrum of learning styles and preferences due to their deep rooted connection to technology that has caused a conflict in learning with traditional, written instruction and communication. No longer do students just want to either read or listen, and video or multimedia platforms can provide them with the resources they may require to fill the current gap in educational or instructional approaches.

This study addresses the importance of acknowledging and adapting to this need to use video and multimedia platforms in education, instruction, and various forms of communication. By utilizing data results from surveys with different focus groups, as well as an interview with a subject matter expert in the field of video communication, this study is able to explore the current use and attitudes of video in communication and learning. This paper presents recommendations for using video and multimedia platforms for effective communication, as well as how to use these progressive platforms to reach audiences of all learning styles in Pubic Relations practices.