Audience Attention and Emotion in News Filmed with Drones: A Neuromarketing Research

Abstract

Emotional journalism is being driven by audiovisual technology such as drones, also known as unmanned aerial vehicles, which have demonstrated their usefulness in transforming objective news into news stories from a new visual perspective, facilitating access to dangerous or difficult places. They also allow for greater immersion by an audience that has become an active participant in the news, and they contribute to the storytelling of communication despite the risk to privacy and security that their misuse might entail. The aim of this research is to determine the differences in attention and intensity of the emotions experienced when viewing two pieces of audiovisual news: One was filmed with the technological support of a drone, and the other was produced in the conventional way. The techniques of eye tracking and galvanic skin response were used in 30 Spanish university students. The results suggest that attention was focused on the most spectacular visual elements, although the images filmed with a drone received a higher concentration of attention from the subjects, and this attention was spread throughout the entire image, which demonstrates that drones enhance the effectiveness of panoramic images with natural landscapes. The greatest emotion generated by viewing the images recorded with drones was statistically significant, but it was limited exclusively to these particular scenes, and not to the entire recording of the news.

Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics

“…The articles within this percentile can be classified into three different categories: audience response studies, methodology improvement studies, and literature reviews. Audience response studies [ 45 , 46 , 47 , 48 , 49 , 50 , 51 , 52 ] explore the impact of marketing campaign pieces on the consumer decision-making process and examine consumer responses and preferences. These studies are applied to many consumer industries and specific markets, such as the coffee industry and hotel industry, and are applied to specific marketing functions, such as corporate communication and brand image.…”

Keeping up with the drones! Techno-social dimensions of tourist drone videography

“…Although vacation videos created by drone professionals will not convey as much detail as destination-related productions, they will still be more visually appealing due to their use of techniques such as reveal, aerial, or crane shots, which could also leave a strong impression on the viewers [89,90]. This is especially important in relation to other findings that show that the value of UGC for destinations is highly dependent on its quality [91].…”

360 Video Trend on YouTube Before and During the COVID-19 Pandemic

“…With an almost identical question in mind, Bassbouss et al (2018) researched these videos in 16K resolution, in order to optimise 360 video production to bandwidth data streaming technology. Also, Mañas Viniegra et al (2020) present a research on the possibility of 360-degree recording on drones and the emotional impact they have on the viewer.…”