An Exploratory Study of Factors Affecting the Perceived Quality of Digital Multimodal Messages

Abstract

The present study examines the digital videos created by a cohort of undergraduate students who attended a course on digital media. The first objective of the paper is to evaluate the quality of the digital multimodal messages the students created using valid and reliable psychometric scales from the fields of communication, entertainment, and advertising. The second objective of the paper is to determine the extent to which the quality of the multimodal messages created is a function of the physical properties of these messages, such as the type and the number of the resources used. The findings indicated that, using these scales as a criterion, the overall quality of the messages was good. Moreover, the duration of the videos and the total number of resources used did not influence the quality of the messages. However, the video projects that had a large number of effects applied and involved more titles were found to be of higher quality.