March 11, 2006

Video Literacy

Writing about web page http://mfeldstein.com/index.php/weblog/permalink/video_literacy/

So the video of the iPod packaging being redesigned in Microsoft style has been all over the web recently, and deservedly so – it's hilarious.

But Michael Feldstein offers an additional insight about it; it's a stellar example of a good answer to the question "When or why does video enhance learning?" You could imagine somebody writing an essay about the differences between Microsoft's branding compared with Apple's, and the core concepts would probably be communicated to the reader satisfactorily. But not in anything like the same way that the video shows it.

Video is a fantastic medium for expressing temporal progression. And interestingly, the narrative is constructive rather than deconstructive in nature. Academic writing tends to encourage students to take things apart but doesn’t show them how to put them back together again. The creator of this video, in contrast, had to dissect the differences between Apple’s and Microsoft’s marketing and then wrap the Microsoft marketing mindset around an existing Apple product.

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