That’s according to a new paper by Jeremy Short, Aaron McKenny and Brandon Randolph-Seng for the University of Oklahoma, entitled “Graphic presentation: an empirical examination of the graphic novel approach to communicate business concepts“. The full text will appear in Business Communication Quarterly. It seems to make the case that business, and other information, generates greater recall if presented in comic book form.
Here’s the summation (our bold letters)
Graphic novels have been increasingly incorporated into business communication forums, including university courses in business and management. Despite potential benefits, rigorous empirical research examining the merits of the graphic novel approach has not been conducted. In response, we engage in a two-study approach. In Study 1, we explore the potential of the graphic novel format to impact objectives associated with key learning outcomes. In Study 2, we directly compare the impact of the graphic novel approach with that of a traditional textbook. Results of Study 1 suggested that use of the graphic novel related to high levels of learning experiences consistent with Kolb’s (1976) experiential learning theory. Results of Study 2 find that verbatim recognition was superior with graphic novel texts compared to traditional textbooks. Overall, we provide the first comprehensive examination of the graphic novel as a tool for effective business communication to date.
Which is a pretty useful thing to know.
Short said he believes his study is the first of its kind in business or any field that directly compares the impact of traditional textbooks and graphic novel/comic type content. He’ll host an exhibit about using graphic novels in education at Friday’s TEDxOU at the University of Oklahoma.