Sonia says so on his blog, defending the initiative of Alt1040 to premiere podcast and answering the response of those (better to read the post by Sonia ):
"Mainly because I felt uncomfortable with his assertion that those who argue that the audience can not hold a call for more than 20 minutes is because we think the audience is stupid. "
I agree with Sonia. The audience is not stupid, she is human. And as such responds to a key content posted to mental and physical.
A Course in Management of Euroforum taught me many things, including the care that a human being can not remain fixed on a subject over 18 minutes (not 20, not 18 minutes).
For several reasons:
- The human body is not made to sit so that the drive system sends signals to the brain to move constantly balance the load balancing and help the blood supply system. So we move when we sleep. So we so tired to travel by plane, bus or car.
- The attention is fixed on a subject in passive mode for a variable amount of time that depends on intellectual and cognitive capabilities of each. After some time passed to the active mode, it draws conclusions about what has been received and our personality is inclined to favor or against. Either options compel us to action so if we also can not interact in a state of frustration which lead to the disconnection.
- The perception of time is subjective. They are not the same 30 minutes in the morning than later depending on location, time and biorhythms. Not to mention if they are 30 minutes something fun or boring.
The factor of 18 minutes is key to any audiovisual production and the business environment for presentations and training.
Americans are masters in the handling of this time series TV. Even a decade ago dispense with the presentation and closing segments (see Janet and / or Seinfeld). And his way of measuring the footage is simply amazing. The second.
A key factor in the audiovisual sector is the physical environment where the work is represented. If we talk about film are thinking about public key slave. The experience takes place in a closed room, under an entry fee biorhythms and educated, for example, always go before entering service. However, you will agree, the experience of the same product on TV is different. Gone is the slave factor that physical impairments at home are set by the user.
There is a criterion in purchasing departments movie TV channels: "This film has not worked well in theaters but will do well on TV." And part of that reasoning comes from the assumption that the properties of the product does not meet the expectations of care and comfort in the room but in a domestic environment. Let us
18 minutes to the company. The thing that is complicated by human factors corporate must be added. And, worst of all, is a human who sends the information.
When faced with a content outside this context see the work (generalizing) when we see a presentation comes into play not only the quality of the above, and format, if not the value judgments we made on that person. Are not the same 18 minutes to 18 minutes Nicholas Negroponte HR director
Various tricks for 18 minutes and training company working:
- The content must be issued by the issuer and not support brackets used. People should watch the speaker and not Powerpoint. If you look at the screen you stop listening to speaker and never, never , you must put all topics on the slides together if not just teach that what you're talking about. Preventing people read faster than you speak is the key because if you do not end up reading and drawn their own conclusions before you get to them. This rule is applied to theater.
- inverted pyramid. Begins with the conclusion. If this is strong enough will accompany the listener throughout the 18 minutes with the objective of shelling. The use of flashback is applicable. Divine "Rashomon"
- Interact with the listener. Ask questions that must be answered. They awaken, they fear that they ask. Break the passivity of listening. Why we're capable of playing for hours at a game? That interact with it.
live in an era of continuous partial attention . 18 minutes is not a bitch, is a luxury. Mail, blackberries, messenger, mobile, Internet ... We saturation dives information that drives us to be more selective in content and more concrete over time.
We are not fools, we are human. And we have time. Double the production capacity of information is just a matter of budget but increase our attention span is an evolutionary challenge.
And that takes thousands of years.
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