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Effective Computer-mediated Communication Using Hypertext: Introducing Expanding Hypertext--Are They Adventurous?
Unformatted Document Text:  Effective Computer-mediated Communication Using Hypertext 12 stimulation by an information source (Zillmann & Bryant, 1985). Donohew et al. (1998) suggested that the effectiveness of messages depends on target audiences sensation seeking tendencies. They found that high sensation seekers tended to pay more attention to messages with high levels of suspense and tension and responded more positively than did low sensation seekers (Donohew et al., 1991; Palmgreen et al., 1991). Therefore, they concluded that the sensation value of information was an important determinant of a message effect, particularly for sensation seekers. Certainly, this shows evidence that based on the characteristics of target audiences, materials can produce many different results. Therefore, characteristics of both the hypertext and the reader can render one form of hypertext superior to another. Proposed Alternative Hypertext: Expanding Hypertext Unlike the most common format of hypertext in use today, which shows the additional text of each hyperlink on a separate page (paged hypertext), expanding hypertext, an electronic text that shows the additional excerpts or documents inserted into the same page as the hyperlink itself, was proposed and tested here. Expanding hypertext is a hybrid computer text format in which the user can have additional details of information inserted at designated points when he or she clicks a link (Lee, 2001). It maintains the linear presentation of information at the same time allowing hypertext’s flexibility to inter-link related information. In this way, readers can explore their computer mediated materials based on their needs and preferences while better facilitating their cognitive processes by not interrupting them due to the non-linearity of hypertext learning materials. Using an expanding hypertext format, a user can start with a synopsis of covering major points and each excerpt contains "expanding hyper-links" that, when clicked, expand and elaborate on each point. Under that elaboration, further hyper-links may exist. After

Authors: Lee, Moon.
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Effective Computer-mediated Communication Using Hypertext
12
stimulation by an information source (Zillmann & Bryant, 1985).
Donohew et al. (1998) suggested that the effectiveness of messages depends on target
audiences
sensation seeking tendencies. They found that high sensation seekers tended to
pay more attention to messages with high levels of suspense and tension and responded more
positively than did low sensation seekers (Donohew et al., 1991; Palmgreen et al., 1991).
Therefore, they concluded that the sensation value of information was an important
determinant of a message effect, particularly for sensation seekers. Certainly, this shows
evidence that based on the characteristics of target audiences, materials can produce many
different results. Therefore, characteristics of both the hypertext and the reader can render
one form of hypertext superior to another.
Proposed Alternative Hypertext: Expanding Hypertext
Unlike the most common format of hypertext in use today, which shows the
additional text of each hyperlink on a separate page (paged hypertext), expanding hypertext,
an electronic text that shows the additional excerpts or documents inserted into the same page
as the hyperlink itself, was proposed and tested here.
Expanding hypertext is a hybrid computer text format in which the user can have
additional details of information inserted at designated points when he or she clicks a link
(Lee, 2001). It maintains the linear presentation of information at the same time allowing
hypertext’s flexibility to inter-link related information. In this way, readers can explore their
computer mediated materials based on their needs and preferences while better facilitating
their cognitive processes by not interrupting them due to the non-linearity of hypertext
learning materials.
Using an expanding hypertext format, a user can start with a synopsis of covering
major points and each excerpt contains "expanding hyper-links" that, when clicked, expand
and elaborate on each point. Under that elaboration, further hyper-links may exist. After


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