Neuro-Com is presenting a poster at the SfN (Society for Neuroscience) 2019 in Chicago (October 19-23). Here you have the information in case you want to pass by:
Control Number: 3701
Activity Name: Cognitive processing of viewers while watching different styles of editing in media contents
Session Type: Poster
Session Title: Human Perception and Imagery II
Session Number: 695
Session Time: Wednesday, October 23, 2019, 8:00 AM- Wednesday, October 23, 2019, 12:00 PM
Presentation Number: 695.16
Poster board Number: AA18 (Poster presenters only)
*A. GRUART 1, C. ANDREU-SANCHEZ 2, M. A. MARTIN-PASCUAL 2, J. M. DELGADO-GARCIA 1;
1 Pablo De Olavide Univ., Seville, Spain; 2 Autonomous Univ., Barcelona, Spain
A. Gruart: None. C. Andreu-Sanchez: None. M.A. Martin-Pascual: None. J.M. Delgado-Garcia: None.
How brain manages the perception of the audiovisual content is something that started to be developed in the 1950s. Studies about cognitive processing of media content are of interest since we have found some differences between different types of audiovisual editing. In the present study, we asked what the cognitive processing of the spectators would be while they observe editing cuts in audiovisual narratives and if there would be differences when inserting them in different editing styles. We presented two videos with the same narrative, content, and duration, but different style of edition to 36 subjects (aged 25-56). One stimulus was a movie with 33 shots and an average shot length (ASL) of 5.9 s, with a classical style of edition, based on the Hollywood-style, with smooth transitions among shots, clear presentation of the visual information, and a great continuity. The other stimulus was a movie with 79 shots and an ASL of 2.4 s, based on MTV-videoclips style, very discontinuous, chaotic, and fast. Continuous EEG was recorded and event-related potentials (ERPs) and the spontaneous eyeblink rate (SBR) were analyzed. We found that cuts decrease spectators’ SBR during the following second to their end in a significant way (t(35) = -2.719, p = 0.01, Student’s paired t test). This significant decrease was obtained in the Hollywood-style movie, but not in the MTV-style movie. We computed ERPs associate to cuts from 500 ms before the cut to 1000 ms after it and found that as the time after the cut progresses, a spread of potential goes from the occipital area to the frontal area. We also found significant differences in the potential of brain responses to the different styles of edition studied here. While cuts inserted in a Hollywood-style movie evoked larger ERPs in the medial, and mostly, in the frontal areas, those inserted in an MTV-style movie evoked a larger ERP activation in the occipital area. According to our results, cuts manage viewers’ attention. A cognitive process of visual perception of media content is reset after each cut. This is coherent with previous studies of visual perception of any visual stimulus change. However, the style of edition for presenting cuts is very important. Clear and continuous presentation of the content has a lower impact on the visual cortex but a greater effect on higher areas involved in conscious processing. The opposite happens in the case of more chaotic audiovisuals, video clip type. These results can be applied to create media works able to manage viewers’ attention and cognitive processing.
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