A Clash of Rhetorical Cultures: Q&A with Don Dansereau, Ph.D.

The next time you open PowerPoint, you may play a part in deciding the outcome of a major culture clash. According to Dale Cyphert, Ph.D., of the University of Northern Iowa, the Western model of formal speaking has long been at odds with other ways of communicating. And now that we're moving from oratory to MTV, we just may be witnessing something entirely new.


Cliff Atkinson: Don, what is "map shock"?

Don Dansereau : A visual, often audible reaction upon first exposure to the presentation of a complex node-link map. This reaction is strongest when the map does not follow good Gestalt principles.

CA: How did you discover it?

DD: We started exploring the impact of presentations of complex maps to students in the early 1980's. Observations and interviews indicated the existence of "map shock". It seems to be reported more strongly by females.

CA: How big of a problem is map shock in education? In the broader culture?

DD:"Visual shock" -- the superordinate to map shock -- is elicited by graphs, charts, and diagrams. It is a big problem in any communication environment (e.g., education, business, counseling).

CA: How can someone present information in a way that avoids map shock?

DD: Building the map yourself or watching someone else build it helps. Breaking a complex map into a set of simpler maps also helps.

CA: How can the visual representation of information help people to understand information better?

DD: Helps individuals see the structure of the domain (symmetries, parallelisms, loops, areas of complexity, etc.). This allows them to better plan detailed processing and provides the basis for asking questions.

CA: What impact does graphical-aided presentation of information have on people?

DD: Graphics engage spatial as well as verbal modules in the brain, thus creating multiple views and dual encoding.

CA: What effect does animation have on the retention of information? On the transfer of information?

DD: Animation that shows the building of a map can help both, especially if accompanied by narration.

CA: Do you use PowerPoint?

DD: Sometimes, although I find the drawing of maps on a chalk board with input from the audience to be most effective.

CA: What is the difference between presenting information on a single medium like paper that is unaided by narration, versus presenting it in a multimedia format like PowerPoint?

DD: Narration is valuable in either case. Maps provide the "big picture" while narration fills in details.

Cliff Atkinson is an acclaimed writer, popular keynote speaker, and a consultant to leading attorneys and Fortune 500 companies. He designed the presentations that helped persuade a jury to award a $253 million verdict to the plaintiff in the nation's first Vioxx trial in 2005, which Fortune magazine called "frighteningly powerful." Cliff’s book Beyond Bullet Points (Microsoft Press, 2005) is an Amazon.com bestseller that expands on a communications approach he has taught at many of the country's top corporations, advertising agencies, law firms, government agencies and business schools.

© 2004-2006 Cliff Atkinson