Diseño televisivo a través de la neurociencia

  1. Verónica Crespo-Pereira 1
  2. Beatriz Legerén-Lago 1
  1. 1 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Revista:
El profesional de la información

ISSN: 1386-6710,  1699-2407

Ano de publicación: 2017

Título do exemplar: Diseño de la información

Volume: 26

Número: 6

Páxinas: 1047-1055

Tipo: Artigo

DOI: 10.3145/EPI.2017.NOV.04 DIALNET GOOGLE SCHOLAR lock_openAcceso aberto editor

Outras publicacións en: El profesional de la información

Resumo

Cognitive neuroscience has provided a better understanding of the impact of media stimuli on cognitive and emotional processing. This article offers an exploratory bibliographic review on the contribution of neuroscience in the design of audiovisual content (N=57). This review was carried out in three stages: a) review of unstructured information; b) analysis, organization, and synthesis of content; c) conclusions. Likewise, interviews with experts in the television field, neuromarketing consultants, and neuroscientists (N=10), support the conclusions from the bibliographic review. Subsequently, the paper provides a set of scientifically endorsed guidelines for the efficient design of TV content for entertainment, education, and information, based on storytelling, edition, and the creation of new platforms. The bibliographic research reveals that emotion and attention are the key indicators of effectiveness for the design of television products.

€ Ver financiamento

Información de financiamento

La participación de la primera autora está financiada con cargo a las ayudas de apoyo a la etapa predoctoral del Plan Galego de Investigación, Innovación e Crecemento 2011-2015 (Plan I2C) de la Consellería de Educación de la Xunta de Galicia (modalidad A-2014). Así mismo, el trabajo forma parte de las actividades de investigación promovidas a través del proyecto del Programa estatal de Fomento de la Investigación Científica y Técnica de Excelencia, subprograma estatal de Generación de Conocimiento del Ministerio de Economía y Competitividad de España sobre “Indicadores de gobernanza, financiación, rendición de cuentas, innovación, calidad y servicio público de las RTV europeas aplicables a España en el contexto digital” (referencia CSO2015-66543-P), así como de la actividad de la Red Internacional de Investigación de Gestión de la Comunicación (Redes 2016 G-1641 XESCOM) apoyada por la Consellería de Cultura, Educación e Ordenación Universitaria de la Xunta de Galicia (referencia ED341D R2016/019).

Financiadores

Referencias bibliográficas

  • Aldama, Frederick (2015). “The science of storytelling. Perspectives from cognitive science, neuroscience, and the humanities”. Projections, v. 9, n. 1, pp. 80-95. https://goo.gl/XnYrHK https://doi.org/10.3167/proj.2015.090106
  • Barr, Rachel; Zack, Elisabeth; García, Amaya; Muentener, Paul (2008). “Infants’ attention and responsiveness to television increases with prior exposure and parental interaction”. Infancy, v. 13, n. 1, pp. 30-56. https://goo.gl/1Y2GSB https://doi.org/10.1080/15250000701779378
  • Barreda-Ángeles, Miguel (2013). “La investigación sobre la atención durante el consumo de televisión: avances actuales y retos futuros”. Historia y comunicación social, v. 18, n. oct., pp. 571-580. https://doi.org/10.5209/rev_HICS.2013.v18.43989
  • Bavelier, Daphne; Green, Shawn; Dye, Matthew (2010). “Children, wired: for better and for worse”. Neuron, v. 67, n. 9, pp. 692-701. https://doi.org/10.1016/j.neuron.2010.08.035
  • Beamish, Gerry; Beamish, Jonathan (2015). “Cave wall to internet, storytelling, the ancient learning art”. Industrial and commercial training, v. 47, n. 4, pp. 190-194. https://doi.org/10.1108/ICT-01-2015-0002
  • Berliner, Todd (2013). “Hollywood storytelling and aesthetic pleasure”. En: Shimamura, Arthur. Psychocinematics: Exploring cognition at the movies. New York: Oxford University Press, pp. 195-212. ISBN: 978 0 19 986213 9 https://doi.org/10.1093/acprof:oso/9780199862139.003.0010
  • Bolls, Paul; Lang, Annie; Potter, Robert (2001). “The effects of message valence and listener arousal on attention, memory and facial muscular responses to radio advertisements”. Communication research, v. 28, n. 5, pp. 627-651. https://goo.gl/nr9ZAY https://doi.org/10.1177/009365001028005003
  • Brennan, David (2011). “Brainwaves: what neuroscience can teach us about the power of television”. En: Television 2011. International key facts. https://goo.gl/kbLnHx
  • Cohen, Anna-Lisa; Shavalian, Elliot; Rube, Moshe (2015). “The power of the picture: How narrative film captures attention and disrupts goal pursuit”. PLoS one, v. 10, n. 12. https://doi.org/10.1371/journal.pone.0144493
  • Crespo-Pereira, Verónica; Martínez-Fernández, Valentín-Alejandro; Campos-Freire, Francisco (2017). “Neurociencia para la innovación de contenidos en la televisión pública europea”. Comunicar, v. 25, n. 52, pp. 09-18. https://doi.org/10.3916/C52-2017-01
  • Crespo-Pereira, Verónica; Martínez-Fernández, Valentín-Alejandro; García-Soidán, Pilar (2016). “El profesional del neuromarketing en el sector audiovisual español”. El profesional de la información, v. 25, n. 2, pp. 209-2916. https://doi.org/10.3145/epi.2016.mar.07
  • Cutting, James; DeLong, Jordan; Brunick, Kaitlin (2011). “Visual activity in Hollywood film: 1935 to 2005 and beyond”. Psychology of aesthetics, creativity, and the arts, v. 5, n. 2, pp. 115-125. https://goo.gl/qh7XbY https://doi.org/10.1037/a0020995
  • Dorr, Michael; Martinetz, Thomas; Gegenfurtner, Karl R.; Barth, Erhardt (2010). “Variability of eye movements when viewing dynamic natural scenes”. Journal of vision, v. 10, n. 28, pp. 1-17. https://doi.org/10.1167/10.10.28
  • Dudai, Yadin (2008). “Enslaving central executives: Toward a brain theory of cinema”. Projections, v. 2, n. 2, pp. 21-42. https://goo.gl/2oWfu4 https://doi.org/10.3167/proj.2008.020203
  • González-Bernal, Manuel-Ignacio (2016). “Hacia la comprensión del engagement de las audiencias de televisión, modelo conceptual multidimensional desde la comunicación”. Palabra clave, v. 19, n. 3, pp. 769-809. https://doi.org/10.5294/pacla.2016.19.3.5
  • Grabe, Maria-Elizabeth; Zhou, Shuhua; Barnett, Brooke (2001). “Explicating sensationalism in television news: Content and the bells and whistles of form”. Journal of broadcasting & electronic media, v. 45, n. 4, pp. 635-655. https://goo.gl/R77GW8 https://doi.org/10.1207/s15506878jobem4504_6
  • Grabe, Maria-Elizabeth; Zhou, Shuhua; Lang, Annie; Bolls, Paul-David (2000). “Packaging television news: The effects of tabloid on information processing and evaluative responses”. Journal of broadcasting & electronic media, v. 44, n. 4, pp. 690-703. https://goo.gl/2kb75N https://doi.org/10.1207/s15506878jobem4404_4
  • Hasson, Uri; Landesman, Ohad; Knappmeyer, Barbara; Vallines, Ignacio; Rubin, Nava; Heeger, David (2008). “Neurocinematics: The neuroscience of film”. Projections, v. 2, n. 1, pp. 1-26. https://goo.gl/pDQH3m https://doi.org/10.3167/proj.2008.020102
  • Heath, Robert (2007). “Engagement framework”. En: Plummer, James; Cook, Bill; Diforio, Don; Schachter, Bert; Sokolyanskaya, Inna; Korde, Tara. Measures of engagement. New York: Advertising Research Foundation, pp. 4-10. http://gandrllc.com/reprints/Measures_of_Engagement_ Vol_II_Final_Paper.pdf
  • Innerscope Research (2014). Welcome to integrated consumer neuroscience on the path to integrated. N.d.: Innerscope. https://goo.gl/5nuzE1
  • Innerscope Resarch (2015). Innerscope research study shows TV and digital pre-roll significantly stronger platforms for video advertising than Facebook. https://goo.gl/99NT5z
  • Jeong, Eui; Bohil, Corey; Biocca, Frank (2011). “Brand logo placements in violent games: Effects of violence cues on memory and attitude through arousal and presence”. Journal of advertising, v. 40, n. 3, pp. 59-72. https://goo.gl/Jr3Ezv https://doi.org/10.2753/JOA0091-3367400305
  • Kauttonen, Janne; Kaipainen, Mauri; Tikka, Pia (2014). “Model of narrative nowness for neurocinematic experiments”. En: 5th Workshop on computational models of narrative, pp. 77-87. http://drops.dagstuhl.de/opus/volltexte/2014/4646/ pdf/12.pdf https://doi.org/10.4230/OASIcs.CMN.2014.77
  • Lang, Annie; Newhagen, John; Reeves, Byron (1996). “Negative video as structure: Emotion, attention, capacity and memory”. Journal of broadcasting & electronic media, v. 40, n. 4, pp. 460-477. https://goo.gl/EBsquk https://doi.org/10.1080/08838159609364369
  • Lang, Annie; Potter, Deborah; Grabe, Maria-Elizabeth (2003). “Making news memorable: Applying theory to the production of local television news”. Journal of broadcasting & electronic media, v. 47, n. 1, pp. 113-123. https://goo.gl/2gA4rr https://doi.org/10.1207/s15506878jobem4701_7
  • Lang, Annie; Zhou, Shuhua; Schwartz, Nancy; Bolls, Paul; Potter, Robert (2010). “The effects of edits on arousal, attention and memory for television messages: When an edit can be too much?”. Journal of broadcasting & electronic media, v. 44, n. 1, pp. 94-109. https://goo.gl/RBGkFS https://doi.org/10.1207/s15506878jobem4401_7
  • Linebarger, Deborah; Walker, Dale (2005). “Infants’ and toddlers’ television viewing and language outcomes”. American behavioural scientist, v. 48, n. 5, pp. 624-45. https://doi.org/10.1177/0002764204271505
  • Micu, Anca; Plummer, Joseph (2010). “Measurable emotions: how television ads really work”. Management slant, v. 50, n. 2. http://www.deepmetaphors.com/media/MeasEmotions_ JAR_Jun2010.pdf https://doi.org/10.2501/s002184990909
  • Milburn, Michael; McGrail, Anne (1992). “The dramatic presentation of news and its effects on cognitive complexity”. Political psychology, v. 13, n. 4, pp. 613-632. https://goo.gl/Kawnko https://doi.org/10.2307/3791493
  • Monarth, Harrison (2014). “The irresistible power of storytelling as a strategic business tool”. Harvard business review, March 11. https://hbr.org/2014/03/the-irresistible-power-of-storytellingas-a-strategic-business-tool
  • Mora, Francisco (2013). Neuroeducación. Madrid: Alianza Editorial. ISBN: 978 84 20675336
  • Morin, Christophe (2011). “Neuromarketing: The new science of consumer behavior”. Society, v. 48, n. 2, pp. 131-135. https://doi.org/10.1007/s12115-010-9408-1
  • Mujica, Constanza; Bachmann, Ingrid (2016). “The impact of melodramatic news coverage on information recall and comprehension”. Journalism studies, pp. 1-19. https://doi.org/10.1080/1461670X.2016.1190661
  • Newhagen, John; Reeves, Byron (1992). “The evening’s bad news: Effects of compelling negative television news images on memory”. Journal of communication, v. 42, n. 2, pp. 25-41. https://goo.gl/DVXnz4 https://doi.org/10.1111/j.1460-2466.1992.tb00776.x
  • Pynta, Peter; Seixas, Shaun; Nield, Geoffrey; Hier, James; Millward, Emilia; Silberstein, Richard (2014). “The power of social television: Can social media build viewer engagement?”. Advertising research, v. 54, n. 1, pp. 1-15. https://goo.gl/oN5Jpp https://doi.org/10.2501/JAR-54-1-071-080
  • Reeves, Byron; Lang, Annie; Young, Eun; Tatar, Deborah (1999). “The effects of screen size and message content on attention and arousal”. Media psychology, v. 1, n. 1, pp. 49-67. https://doi.org/10.1207/s1532785xmep0101_4
  • Sawyer, Philip (2014). Using neuroscience to test the efficacy of a new advertising format. N.D.: Innerscope Research.
  • Segev, Idan; Martínez, Luis; Zattorre, Robert (2014). “Brain and art”. Frontiers in human neuroscience, v. 8, article 465. https://doi.org/10.3389/fnhum.2014.00465
  • Seixas, Shaun; Pynta, Peter; Nield, Geoffrey; Silberstein, Robert (2015). “The neuroscience of social television”. En: Hajli, Nick. Handbook of research on integrating social media into strategic marketing. Newcastle: IGI Global, pp. 153166. ISBN: 978 1 466683532 https://doi.org/10.4018/978-1-4666-8353-2.ch010
  • Sharot, Tali; Phelps, Elizabeth (2004). “How arousal modulates memory: Disentangling the effects of attention and retention”. Cognitive, affective & behavioral neuroscience, v. 4, n. 3, pp. 294-306. https://goo.gl/kmmYFf https://doi.org/10.3758/Cabn.4.3.294
  • Shimamura, Arthur (2010). “Bridging psychological and biological science: The good, bad, and ugly”. Perspectives on psychological science, v. 5, n. 6, pp. 772-775. https://goo.gl/c5rkym https://doi.org/10.1177/1745691610388781
  • Shimamura, Arthur (2013). “Psychocinematics: Issues and directions”. In: Shimamura, Arthur. Psychocinematics. New York: Oxford University Press, pp. 1-26. ISBN: 978 0 19 986213 9 https://doi.org/10.1093/acprof:oso/9780199862139.003.0001
  • Siefert, Caleb; Gallent, Janet; Jacobs, Devra; Levine, Brian; Stipp, Horst; Marci, Carl (2008). “Biometric and eye-tracking insights into the efficiency of information processing of television advertising during fast-forward viewing”. International journal of advertising, v. 27, n. 3, pp. 425-446. https://doi.org/10.2501/S0265048708080050
  • Simons, Robert; Detenber, Benjamin; Cuthbert, Bruce; Schawartz, David; Reiss, Jason (2003). “Attention to television: Alpha power and its relationships to image motion and emotional content”. Media psychology, v. 5, n. 3, pp. 283-301. https://goo.gl/ozabAF https://doi.org/10.1207/S1532785XMEP0503_03
  • Smith, Tim (2013). “Watching you watch movies: using eye tracking to inform cognitive film theory”. In: Shimamura, Arthur. Psychocinematics. New York: Oxford University Press, pp. 165-191. ISBN: 978 0 19 986213 9 https://doi.org/10.1093/acprof:oso/9780199862139.003.0009
  • Southwell, Brian; Lee, Mira (2004). “A pitfall of new media? User controls exacerbate editing effects on memory”. Journalism & mass communication quarterly, v. 81, n. 3, pp. 643-656. https://doi.org/10.1177/107769900408100311
  • Steele, Audrey; Jacobs, Devra; Siefert, Caleb; Rule, Randall; Levine, Brian; Marci, Carl (2013). “Leveraging synergy and emotion in a multi-platform world”. Journal of advertising research, pp. 417-430. https://doi.org/10.2501/JAR-53-4-417-430
  • Tapia-Frade, Alejandro; Martín-Guerra, Elena (2016a). “El estilo cómico en publicidad. Un análisis de su eficiencia desde la neurociencia”. Comunicación y sociedad, n. 27, pp. 121-144. https://goo.gl/WiXxrE
  • Tapia-Frade, Alejandro; Martín-Guerra, Elena (2016b). “Neurociencia aplicada a la televisión: medición de la atención y la emoción de la serie ‘Forever’”. Vivat academia, n. 13, pp. 69-82. https://doi.org/10.15178/va.2016.134.69-82
  • Tapia-Frade, Alejandro; Martín-Guerra, Elena; Puente, José-Enrique (2016). “Neurociencia y publicidad. Atención, emoción y su relación con los premios obtenidos en el Festival internacional de publicidad de Cannes”. Anàlisi. Quaderns de comunicació i cultura, v. 54, pp. 75-95. https://ddd.uab.cat/record/166319 https://doi.org/10.7238/a.v0i54.2613
  • Thorson, Esther (2011). “Using eyes on screen as a measure of attention to television”. En: Lang, Annie. Measuring psychological responses to media messages. New Jersey: Routledge, pp. 65-84. ISBN: 978 0 415515566
  • Thorson, Esther; Lang, Annie (1992). “The effects of television videographics and lecture familiarity on adult cardiac orienting responses and memory”. Communication research, v. 19, n. 3, pp. 346-369. https://goo.gl/yLXARP https://doi.org/10.1177/009365092019003003
  • Warc (2016). “Turner scores with neuroscience”. Warc, April 4. https://goo.gl/eeeENq
  • Welbourne, Theresa (2015). “Data-driven storytelling: The missing link in HR data analytics”. Employment relations today, pp. 27-33. https://goo.gl/WhDcR7 https://doi.org/10.1002/ert.21471
  • Woltman-Elpers, Josephine (2003). Consumers’ moment-to-moment processing of television commercials. Groningen: s.n. ISBN: 90 5335 020 9 http://www.rug.nl/research/portal/files/3002327/thesis.pdf
  • Zak, Paul (2014). “Why your brain loves good storytelling”. Harvard business review, October 28. https://hbr.org/2014/10/why-your-brain-loves-goodstorytelling
  • Zhou, Shuhua (2005). “Effects of arousing visuals and redundancy on cognitive assessment of television news”. Journal of broadcasting & electronic media, v. 49, n. 1, pp. 23-42. https://doi.org/10.1207/s15506878jobem4901_3
Fonte de datos: Dialnet