Communication and Computer Science Fundamentals for the Web

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Communication and Computer Science Fundamentals
for the Web

• September 26, 2006

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Usable Unusable Sites

• Several basic themes
• Performance
• Purpose Lazar calls this mission
• Quality and arrangement of information
• Up to date, clear, complete, accurate
• Navigation
• Layout, graphics, and colour
• Professionalism
• Images support basic mission and info
• Audience
• Personal likes and dislikes
• Not random

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References Cited

• Microsoft
• Nielsen Norman Group
• Gajbhiye
• Asterisk
• NetMechanic
• WebReference
• Ezine
• IBM User-Centered Design/ Design

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Now some communication theory to inform your
observations
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Functions of Communication

• Inform
• Persuade
• Motivate
• These are also Mintzbergs functions of
  management

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Human Communication vs.Human-Computer Interaction
(HCI)

• Parasocial interaction
• Websites complex form of communication
• Textual Model Rhetorical model
• Graphics Model Kress and van Leeuwen
• Interactivity Sender-Receiver model
• Visual communication
• How this all ties back to usability

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Parasocial Interaction (Horton Wohl, 1956)

• Media equation (Reeves Nass, 1996)
• Both theories note that people treat mass media
  like real people and places
• Develop relationships with websites
• Make the same kinds of judgments about
  attractiveness, credibility, trustworthiness
• Social psychology experiments rerun with
  computers found the same results

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Nature of Websites

• Combine features of
• Text ? Information
• Graphics ? Emotional Connections
• Function ? Interactivity
• Variety of principles developed for good writing
  and good programming
• In addition, need to recognize social bond
  created between reader and site
• unconscious
• powerful

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Rhetorical Model (Aristotle)

• People are persuaded by texts (arguments) on
  the basis of
• Logos (logical nature of the argument reason)
• Ethos (character of the speaker ethics)
• Pathos (emotion created in the listener)
• A skillful writer creates appropriate arguments
  based on knowledge of the audience and the
  rhetorical situation

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Models of Visual Communication

• Perceptual limits (from experimental psych)
• Aesthetics
• Model of Visual Rhetoric (Kress van Leeuwen)
• Perspective (realistic vs. subjective image)
• Vertical angle (power)
• Horizontal angle (involvement)
• Size of frame (social distance)
• Gaze (direct vs. indirect social address)
• Visuals create emotional connections (or not)

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Sender-Receiver Model

• Shannon-Weaver model (1949)
• Identifies problems of transmission and
  environment

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What this means

• Web designer needs to be able to
• Articulate goals (mission)
• Gain a clear understanding of potential
  audiences
• Primary audiences
• Secondary audiences
• Gatekeeper audiences
• Watchdog audiences
• Design on the basis of the relationship desired w
  target population

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Lazars User-Centred Design Life Cycle

• Define Mission and Target Users
• Collect User Requirements
• Create and Modify Conceptual Design
• Create and Modify Physical Design
• Perform Usability Testing
• Implement and Market Site
• Evaluate and Improve Existing Site
• Return to Stage 1

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User Analysis

• Identify salient features of the audiences for
• http//www.hummer.com/ (Group 1)
• http//www.smart.com (Group 2)
• http//www.lexus.com/ (Group 3)
• http//www.honda.ca/MotorcycleEng/default.htm
  (Group 4)
• http//www.rolls-roycemotorcars.com/ (Group 5)
• http//www.vw.ca/vwca/models/0,,48,00.html (Group
  6)

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User Characteristics

• Age
• Gender
• Purchasing power
• Attitude to technology
• Thrill-seeking behavior
• Interest in the environment
• Type of computer and connection
• Historical involvement with brand

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Class Notes

• Parasocial Communication
• People make a first impression of a website
  within fractions of a second
• First impression hard to improve
• Possible to decrease credibility with a 2nd
  impression
• Issues of appearance, trustworthiness, etc. from
  human communication apply to the web

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Class Notes

• Rhetoric
• mere Rhetoric empty talk
• Rhetoric as the basis of persuasion in Western
  culture different themes in Asian (especially
  Confucian) culture
• Ethos related to credibility of speaker
• Need to establish common places
• Audience expectations designer/ writer
  presentation
• Disappointment reflects back on the relationship
  with the site

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Class Notes

• Perceptual limits
• 5 /- 2 items can be remembered in short-term
  memory
• What goes into long-term memory must go into
  short-term memory first
• Memory performance can be improved by chunking
  examples
• Telephone numbers
• Headings in papers and reports
• Webpages in a website

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Class Notes

• Next class
• Each group to look at its website
• Will have a few minutes before class to discuss
  findings
• Present short findings to class