The James Earl Jones Effect
I have mentioned before that, for young children, television is not one-way communication. No matter the form, even with traditional stories, kids love being involved and the more you can do to help them feel involved the better.
In an early segment of Sesame Street, James Earl Jones recited the alphabet at a slow, deliberate pace. The letters appeared before he spoke each one. Heavily studied (as always with Sesame Street), the producers identified what they then called “The James Earl Jones Effect”, which was a result of the beautifully clear, powerful voice combined with the long gaps. Watch the segment below…
What the team found was that children would readily take up the invitation to join in as James Earl Jones recited the alphabet and, on first watch, would say the letters along with him. But as children got more familiar with the segment and the alphabet, they would say the letters before James Earl Jones could. So it was clear that the segment did its job and children were learning the alphabet but what also came from that is that children love knowing what’s happening and they love getting in there first and getting it right.
There is a real sense of empowerment that comes from knowing what the next letter is and that’s a thrill for kids. It is one of the reasons young children love a favourite story or will happily watch a favourite episode over and over. They adore knowing what comes next. They love the repetition. And it really engages them in communication. They aren’t just watching – they are taking part.
This is the James Earl Jones effect.
You can apply this no matter what form you are creating. For example in Planet Cosmo we engaged the audience directly and asked them questions, making them a part of the experience. Fluffy Gardens had a much more traditional straightforward narrative but, right from the first episode, there were sections written in that would repeat so children would begin to know the rhythm and know what’s coming. Even on first watch, there would be parts of an episode where the young audience already knew what was coming because we set it up deliberately for that to happen. And I knew those episodes could run and run. Far from getting boring, within our target age group, each repeat would become even more enjoyable.
This is something that comes with audience awareness. It happens when you’re not asking ‘what story do I want to tell?’ but instead asking ‘what experience do I want children to have or be a part of?’