Dini Hossein, Simonetti Aline, Bigne Enrique, Bruni Luis Emilio
The Augmented Cognition Lab, Aalborg University, Copenhagen, Denmark.
Department of Marketing and Market Research, University of Valencia, Valencia, Spain.
Front Hum Neurosci. 2023 May 10;17:1160981. doi: 10.3389/fnhum.2023.1160981. eCollection 2023.
The focus of cognitive and psychological approaches to narrative has not so much been on the elucidation of important aspects of narrative, but rather on using narratives as tools for the investigation of higher order cognitive processes elicited by narratives (e.g., understanding, empathy, etc.). In this study, we work toward a scalar model of narrativity, which can provide testable criteria for selecting and classifying communication forms in their level of narrativity. We investigated whether being exposed to videos with different levels of narrativity modulates shared neural responses, measured by inter-subject correlation, and engagement levels.
Thirty-two participants watched video advertisements with high-level and low-level of narrativity while their neural responses were measured through electroencephalogram. Additionally, participants' engagement levels were calculated based on the composite of their self-reported attention and immersion scores.
Results demonstrated that both calculated inter-subject correlation and engagement scores for high-level video ads were significantly higher than those for low-level, suggesting that narrativity levels modulate inter-subject correlation and engagement.
We believe that these findings are a step toward the elucidation of the viewers' way of processing and understanding a given communication artifact as a function of the narrative qualities expressed by the level of narrativity.
认知和心理学对叙事的研究重点并非阐释叙事的重要方面，而是将叙事用作工具，来研究叙事引发的高阶认知过程（如理解、共情等）。在本研究中，我们致力于构建一个叙事性的标量模型，该模型能够为根据叙事性水平选择和分类交流形式提供可测试的标准。我们研究了接触不同叙事性水平的视频是否会调节通过受试者间相关性测量的共享神经反应以及参与度。
32名参与者观看了高叙事性和低叙事性的视频广告，同时通过脑电图测量他们的神经反应。此外，参与者的参与度是根据他们自我报告的注意力和沉浸分数的综合计算得出的。
结果表明，高叙事性视频广告的计算出的受试者间相关性和参与度得分均显著高于低叙事性视频广告，这表明叙事性水平会调节受试者间相关性和参与度。
我们认为，这些发现朝着阐明观众根据叙事性水平所表达的叙事品质来处理和理解特定交流制品的方式迈出了一步。
