
1. The one thing that we must make clear today is the fact that Richard Clark is not opposed to media. As a matter of fact according to Cark he has stated that he believes in the “esthetics of media and its potential for granting very efficient access to a great variety of types of information (as well as its potential for limiting access through centralized control).” http://hagar.up.ac.za/rbo/construct/clark.html. In other words media does have the potential to transmit information if it uses the correct methods. Once again he does not deny the usefulness of media. What Clark does in his argument is to separate media and method and look at them as 2 separate entities.
2. Clark believes that “we do not need to argue for learning benefits from media in order to realize their extraordinary potential. At the same time, we need to be investing much more in the study of methods that influence cognitive processes that characterize complex learning and problem solving. Separating these two questions will liberate the development of both media and instructional design.” http://hagar.up.ac.za/rbo/construct/clark.html. Basically looking at media and method separately will allow us to use media to its fullest potential as long as we are implementing the correct methods. He does not deny the fact that newly produced media can have incredible effects on the way we present information in the future. But if the media is misused and it does not appeal to the human brain and its learning process then it will not have any positive effects on learning.
3. Clark has analyzed meta-analytic reviews of media research in order to support his argument. In a study conducted by Kulik on computer based instruction (CBI) Clark “reanalyzed a 30 percent sample of the studies he used and found that when the same instructional design group produces CBT and presents the live instruction with which it is compared in many studies, there is no achievement difference between the CBT and live conditions” (Clark, 1994, p.24)
4. Clark bases his belief that media and method are separate entities because “the substitution of medium (aka Media) will produce the same or similar learning outcomes, therefore instructional methods are the underlying common elements of all media” (Clark, 1994, p.7) So once again it is the instructional methods used in any comparable technology which influences and promotes learning. His emphasis is always on the methods used.

5. Let’s take a closer look at Clark’s distinctions between media and method. Clark’s metaphor of media has been quite misunderstood. Mostly because of his comparison between media to a delivery truck. His quote says “media are mere vehicles that deliver instruction but do not influence student achievement any more than the truck that delivers our groceries causes changes in our nutrition” (Clark, 1983, p.445). This is merely Clark’s way of explaining his definition of media. He believes that media is a tool used to transport knowledge. Any media can be used depending on the learning goal. It could be seen in the form of videos, software, web based activities, etc. The focus should be on the way the information is presented.
6. Clark defines instructional methods as learning “influences by external events, those events support a cognitive process or structures that are required for learning goals by students who are unable or unwilling to provide them for themselves” (Clark, 1994, p.7) So the methods used to transmit knowledge and promote learning must be based on human cognitive processes in order to be effective. If we do not understand how the human mind works, how could we possibly create effective lessons or activities that will cause students to learn the necessary information? A computer or any other media on its own cannot provide this kind of instruction. The designer behind this tool must create something for learners based on proven cognitive research.
References:
Clark, R. (1983) Reconsidering Research on Learning from Media. Review of Educational Research, 53(4), 445-449.
Clark, R. (1994) Media Will Never Influence Learning. ETR&D, 42(2), 21-29.
Clark, R. (1994) Media and Method. ETR&D, 42(3), 7-10.
Comments from Richard Clark to participants in the Media and Methods Debate http://hagar.up.ac.za/rbo/construct/clark.html