As
of 2013, most people have encountered or used PowerPoint in a business or
academic setting. Anyone who has sat through a PowerPoint presentation can most
likely recall an instance when it was ineffective, i.e. too little or too much
information; watered-down content; reliance on poor visual aids. In contrast,
one can usually recall a PowerPoint that was very useful for its brevity and
direct take-away information. Edward R. Tufte’s “The Cognitive Style of
PowerPoint” sharply dissects the rhetorical format for its shortcomings.
Throughout
31 pages he is hypercritical of PowerPoint and its usefulness. Using the
example of NASA (10-11), he counts the
writer’s use of the words “significant” and “significantly”, a total usage of
five times. This was clearly a mistake on the writer’s part, no doubt. Using
this and other facts, Tufte comes to the conclusion that NASA would be better
off using other methods of disseminating information as “serious problems
require a serious tool: written reports” (14).
While
PowerPoint appears to be ill-suited for scientific information, I believe it
does have a place in many business settings. Many people I know in various
aspects of the business world use it effectively in their roles. They also have
no choice but to use PowerPoint in many circumstances; their livelihood depends upon it. When used
effectively, PowerPoint can be a constructive tool to communicate a cohesive
visual message. The presenter needs to use it to its potential—avoiding
unnecessary tricks—while engaging the audience.
Clearly
an intelligent man, Tufte’s argument can be overwhelming at times. I actually
found it necessary to step away from this reading in order to regain momentum, it
almost felt like arguing with a drunk about politics and/or religion. However
scathing his message may be, his passion for visual rhetoric is quite
compelling. I’m actually interested in reading his other works for their
content and approach to analysis. This could parallel a love-hate relationship
model for me! The link below is a helpful reminder of how a presenter can
better use PowerPoint more effectively.
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