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

Año de publicación: 2017

Título del ejemplar: Diseño de la información

Volumen: 26

Número: 6

Páginas: 1047-1055

Tipo: Artículo

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

Otras publicaciones en: El profesional de la información

Resumen

La neurociencia cognitiva ha permitido comprender mejor el impacto de estímulos mediáticos en el procesamiento cognitivo y emocional. Este artículo aborda una revisión bibliográfica exploratoria sobre la contribución de la neurociencia en el diseño de contenidos audiovisuales (N=57). El trabajo se llevó a cabo en tres etapas: a) revisión de información no estructurada; b) análisis, organización y síntesis del contenido; c) conclusiones. Así mismo, entrevistas a expertos en el campo televisivo, consultoría de neuromarketing y neurocientíficos (N=10) avalan los resultados hallados en la revisión bibliográfica. Como corolario, se aporta un conjunto de pautas fundamentadas científicamente para un diseño eficiente de contenidos televisivos de entretenimiento, educativos e informativos basados en el storytelling, la edición y la creación de nuevas plataformas. La investigación apunta a la emoción y atención como indicadores clave de eficacia para el diseño de productos televisivos.

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Información de financiación

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

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