Cognition,Emotion,and Visual Laws

Mobile Internet as a representative of emerging media is profoundly changing people’s production and life patterns,but also makes the news of the ecology and pattern of the industry has undergone tremendous changes.On the one hand,in the mobile Internet media environment,the dissemination of information is no longer a one-dimensional,the public has the right to speak,with participation in cultural production opportunities,everyone can become producers and disseminators of information.On the other hand,the accelerated pace of life so that people read and watch TV movie time becomes short and fragmented,more and more miniaturization,shortening.Traditional communication studies mainly use the research methods of questionnaire and interview to describe the characteristics of mobile Internet media,Rarely related to the study of audience cognition,emotion,attention and visual laws.Cognitive neuroscience experimental techniques and related theory development,open the brain of the "black box",the study of communication effects from the behavioral level to the level of psychological cognition,the use of EEG/Event-Related Potential(ERPs),physiological and psychological measurement,Eye-Tracking and other technology,you can tap the audience in the mobile Internet media browsing information on the neural mechanism.This study is intended to address the "neural mechanisms of audience access to information on mobile Internet media".In order to study the memory,the degree of interest,and the laws of visual browsing,the mobile phone is used as mobile media and the computer is set up as a reference group.The cognitive neural experiment-EEG experiment,physiological and psychological experiment,eye-tracking experiment,simulated the audience in the mobile Internet media browsing information situation,objectively evaluation the neural mechanisms and mental activity changes from four dimensions:the neural cognitive,emotional response,attention and eye movement.According to the data collected from EEG experiment,physiological and psychological experiment and eye-tracking experiment,and combined with cognitive performance evaluation questionnaire and self-emotion experience evaluation,the following results were obtained:(1)In the process of news reading,there is a significant difference in the attention resources put into the information processing by the audience,and the cognition of mobile phone reading is more comprehensive and balanced.(2)There is no significant difference between the attention of the audience and the picture on the phone and computer when viewing the emotional picture;but in terms of emotional arousal,the stimulating and highly evocative picture content(such as violent,catastrophic).In the phone can cause the audience a greater emotional response,thereby enhancing the memory of the image content.(3)When viewing advertising pictures,the audience on the phone a larger proportion of the image of the attention of advertising investment,and attention to time are significantly greater than the computer,and memory effect is greater than the computer phone.In other words,the expansion of the proportion of the picture will help the audience on the phone memory of advertising content.According to the above experiment,this study has the following conclusions:the mobile phone is no longer a symbol of "fragmentation" and "miniaturization",long reading,panorama picture on the mobile phone,memory effect is better.In this era of multi-screen interconnection,audience segments,deep plowing secret agents side is the eye-catching way.