Dual-Coding Theory
Why pairing words with pictures helps a story sink in — and why that's different from watching a screen.
The Science
There is a long-standing idea in psychology called Dual-Coding Theory, developed by Allan Paivio. It proposes that we have two channels for taking in information — one for words and one for images — and that when both work together, we understand and remember more than when either works alone.
This is why an illustrated, narrated story is such good food for a developing mind. The words and the pictures reinforce each other, and the child has to do the work of joining them up. Watching television is more passive by comparison: the images and sound arrive already finished, asking less of the child. BAMJOY pairs narration with illustration on purpose, so both channels are switched on and working together.
The research: Paivio, A. (1986). Mental Representations: A Dual Coding Approach. Oxford University Press. (Foundational statement of Dual-Coding Theory; originally proposed by Paivio in 1971.)
See It in Action
The brave fox tiptoed across the icy pond.
For Parents: Try This Tonight
When you're choosing between story time and screen time, it isn't just about limiting screens — it's about what each one asks of your child's brain. An illustrated, narrated story invites your child to actively connect words and images. A video does that connecting for them.
Watching a video
Sound and pictures arrive already joined up, so there is less for your child’s brain to do.
Sharing an illustrated story
Words come in through the ears, pictures through the eyes — and your child’s brain does the joining up.
Illustrations. Screens aren’t bad — the difference is how much each one asks your child to do.
For Your Child: Let's Play
Question 1 of 3 · Score: 0
Which helps you remember a story better?