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Emotional Words in Radio Messages : Orienting Response, Physiological Arousal and EMGs

Encoding. Limited processing Capacity. Storage. Retrieval. Controlled (e .g., the viewer’s goals, knowledge, experience). Automatic (elicited by messages,e.g., arousing content, structural features, such as edit, cut, animation, voice change). Emotional Words in Radio Messages :

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Emotional Words in Radio Messages : Orienting Response, Physiological Arousal and EMGs

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  1. Encoding Limited processing Capacity Storage Retrieval Controlled (e.g., the viewer’s goals, knowledge, experience) Automatic (elicited by messages,e.g., arousing content, structural features, such as edit, cut, animation, voice change) Emotional Words in Radio Messages : Orienting Response,Physiological Arousal and EMGs Sungkyoung Lee Robert F. Potter Contact: sklee@indiana.edu Department of Telecommunications Indiana University Background Theoretical Background Hypotheses & Results What do we want to know? In mediated messages, do specific words play important roles? Do emotionally valenced words in radio messages substantially influence the way people process specific information in those messages? How does the valence and arousal of specific emotional words in radio messages affect: H1: Listeners will exhibit biphasic cardiac orienting responses to the onset of arousing emotional words (positive and negative) in a message. Significant result : F (2, 108) = 7.010, p <.001 Emotioal Words evoked orienting responses in listeners. H2: Emotional words (positive and negative) will lead to higher skin conductance levels compared to neutral words immediately following onset. Non-significant result H3: Corrugator muscle activity will be greater following to the onset of negatively arousing words compared to positively arousing words in messages. Non-significant result The Limited Capacity Model of motivated mediated message processing (LC4MP; Lang, 2005) Television viewing is defined as: Dimensional theory of emotion The human being is a biological organism having appetitive (approach) and defensive (avoidance) motivation systems. So, the variance in evaluative judgment behind emotional response can be explained with attempts to maximize survival. H4: Zygomatic muscle activity will be greater following to the onset of positively arousing words compared to negatively arousing words in messages. Non-significant result • Orienting response, • Physiological arousal, • Facial EMG responses. Emotional Words, What are they? Emotional words are defined in terms of dimensions of: Arousal (is the word calm or arousing?) Valence (is the word positive or negative?) Affective Norms for English Words, or ANEW (M.M. Bradley & Lang, 1999) Conclusion & Discussion Like other auditory structural features found in previous studies, emotional words affect how people process information in mediated messages. Emotionally valenced words are not only important creatively, they impact cognitive processing of the message itself. What is interesting and deserve further research The effect of emotional words according to the global valence and arousal of message The memory of emotional word compared to the result of physiological response Method • Why is this study Worthwhile? • Theoretically, • Memory superiority : A word is bio-regulatory device • to survive or avoid the danger in the environment • Source memory : The use of emotionally valenced • words increase/enhance the memory of contextual information they are embedded in. • So, this study is worthwhile because it examines the processes of both • emotional words themselves, • and an entire message where words exist. • Practically, • Words are the critical element in messages regarding accuracy, efficiency, persuasiveness of messages. • In media messages, words can be selected, changed, used by producer in order to meet their purposes. • So, the goal is • To offer a better understanding of the contribution of emotional words in radio message to listeners’ attention and arousal. Design Within subject Design Valence (3) : Neutral, Negative, Positive Message Valence (2): Neutral, Positive In total, 96 targeted words: 6 targeted words in each of 16, sixty-second radio commercials. Stimulus Materials National or regional radio commercials transcribed and reproduced to control the other structural features (i.e., voice change, sound effects, production effects, etc.). Messages reproduced by 18 native English speakers (9 males, 9 females). Examples of stimuli You think cavities and fillings, we think files. You think cavities and fillings, we think items and files. (Neutral) And when you’re broke, there’s a reason you never have anybody loan you a little milk. And when you’re in a financial crisis, there’s a reason you never have anybody loan you a little milk. (Negative) And the dedication to see it through. And talent to build it on. And the passion to see it through. And talent to build it on (Positive)

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