Since the magnitude of attitude change is influenced by individual differences of the audience, it is relevant to match learner characteristics with appropriate medium. We believe that the four factors in attitudinal change should be considered in distance learning classes. The source needs to project an enthusiasm and a commitment to the technology. The message needs to be structured in a way that engages the learner as much as possible. Flex courses allow participants to use multiple approaches to their learning, including some on-campus interactions.
Greater attention needs to be paid to the audience as well.
The maturity, motivation and level of technology comfort of the audience all impact the effectiveness of distance learning. The advantages of distance learning in reaching a larger and more dispersed audience may be mitigated if process learning and behavioral change can not take place. While distance learning may not be the most appropriate tool for process-oriented classes that attempt to alter attitudes, more research needs to be conducted on its efficacy. Social construction of communication technology. Academy of Management Journal.