Multimedia Showdown: A Comparative Analysis of Audio, Video and Avatar-Based Communication

Abstract

Our new work culture relies heavily on online meetings and computer-mediated communication (CMC). However, making an online meeting engaging while keeping communication productive is a major challenge. We collected quantitative data from the user engagement scale (UES) and qualitative data from semi-structured interviews to investigate how user engagement differed. Using the gamified web-conferencing platform Gather, we compared four communication channels: (1) audio-only, (2) audio and video (no avatar), (3) audio and avatar (no video), and (4) audio and video and avatar. We began qualitative data analysis using reflexive thematic analysis. Although the UES results did not reveal significant differences, the preliminary results from the thematic analysis such as people prefer communication platforms designed for specific use cases because video makes them feel more self-conscious, while avatars make them feel more represented. Lastly, we provide a work-in-progress applied definition of user engagement in communication channels with their perspective on individual engagement constructs.