Dynamic audiovisuals increase attention but inhibit conscious processing

Dynamic audiovisuals increase attention but inhibit conscious processing https://i0.wp.com/www.eresviral.com/wp-content/uploads/2018/11/Los-audiovisuales-dinámicos-aumentan-la-atención-pero-inhiben-el-procesamiento-consciente.jpg?fit=143%2C146&ssl=1

Dynamic audiovisuals increase attention but inhibit conscious processing





Dynamic audiovisuals increase attention but inhibit conscious processing


Research staff of the Neurosciences Division of the Pablo de Olavide University of Seville (UPO) and the Neuro-Com group of the Universitat Autònoma de Barcelona (UAB), together with the Spanish Radio Television Institute (IRTVE) (Spain), have concluded that the flat cut increases the attention of the spectators, causing a flow of brain activity from the occipital areas to frontal areas.



The study, published in the journal Neuroscience, tackles what happens after plane changes in audiovisual works from a triple approach: the frequency of the spectators' flicker, the brain's electrical activity and the functional connectivity associated with it.



In recent studies conducted by both teams, it was shown that the mounting style affects the frequency of flicker of viewers. In this new work, researchers perform a detailed analysis of what happens in the second immediately after the cut plane, based on the style of assembly.



The flat cuts in audiovisuals edited with dynamic and chaotic style, with successive changes, provoke a greater activity in areas of visual processing, in comparison with the plane cuts in continuous and ordered audiovisuals. Likewise, the activity in frontal areas in charge of more complex processes, is superior when the flat cuts are part of a style of continuous and orderly editing.







Occipital activation (visual area) at 200 milliseconds of the plane cut. (Image: UPO)



After analyzing the cerebral synchronization associated with the cut plane, researchers and researchers from the UPO and the UAB conclude that the active brain networks after a plane cut in a film are more intense than before it. From this point of view of synchronization, there are no differences associated with the change itself. It is the style of assembly in which a plane cut is found which influences the perception of the spectators.

The research was developed by Agnès Gruart and José María Delgado-García, from the Neurosciences Division of the Pablo de Olavide University in Seville, and by Celia Andreu-Sánchez and Miguel Ángel Martín-Pascual, from the Neuro-Com group of the Department of Audiovisual Communication and Advertising of the Universitat Autònoma de Barcelona, ​​with the participation of professionals from Radio Televisión Española, coordinated by the RTVE Institute. (Source: UPO / DICYT)

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