This could be interpreted as an inferior use of both the channel and university resources. It was found that in some instances, schools failed to use channels that they indicated were highly effective.
Even when administrators deem a channel ineffective for communicating a specific type of information, they still choose to use the channel.
While a channel’s effectiveness is of great importance, it becomes an afterthought if the message is not relevant to its intended target. Today, students need to deal with an abundant amount of messages sent to them daily from different sources.
They must determine the relevance of each message and identify which sources of information are reliable. It was found that universities often relay considerable irrelevant information to students, with the unintended consequence that relevant/important messages tend to get crowded out.
That is, when the majority of information a student receives from a source is not relevant to his or her needs, the level of attentiveness to messages distributed by that source will decrease significantly.
The final objective of this research was to understand the various applications of digital signage in the university setting, and the reasons why the technology is being adopted as a communication platform.