Actors and avatars: why learners prefer digital agents

Purpose – The purpose of this study is to compare learner experiences of recorded instructional videos (DVDs) with Machinima. Design/methodology/approach – In this exploratory study, sets of learning sequences in management skills training were delivered to 32 learners using both methods, and learner reactions were gathered using post-event interviews. Findings – Analysis of learner responses showed that participants prefer Machinima as a learning delivery mechanism. Participants also reported being better able to concentrate on the message of the Machinima learning sequences. Research limitations/implications – The sample was not representative, being a convenience sample derived by open invitation from cohorts of two master’s degree programmes conducted at the School of Business, Maynooth University, Maynooth, Co. Kildare. The age range of the participants was significantly skewed toward a younger age grouping. No learning test was given to assess the teaching efficacy of the methods. Implications for practice include using Machinima to model desirable behaviours to trainees. Future research should extend the research to other settings. Practical implications – Research should be considered into the potential for Machinima to be considered as a replacement for DVD in management training. Sufficient encouragement arises from this study to suggest that Machinima contains none of the distractions of DVD that are recorded in this study. In addition, many organisations seek to utilise training materials with diverse audiences. Originality/value – Originality of the study stems from the potential replacement of DVD with Machinima in learning