Using Electroencephalography Measurements and High-quality Video Recording for Analyzing Visual Perception of Media Content

Abstract

This article explores a method to detect differences in visual perception in humans. The method used is based on the psychological (or "cognitive") function of eyeblinks. Participants' eyeblinks are detected and acquired while watching videos specifically created for the investigation. The detection and acquisition of eyeblinks are carried out with the help of a 20-channel electroencephalographic (EEG) wireless device. The international 10-20 system for electrode placement is followed. A high-definition (HD) video camera is used to record participants' facial expressions, for contrast purposes. Instead of using pre-existing media content, purpose-made video content has been created following specific criteria of interest for this investigation, with stimuli enabling researchers to manage the precise parameters of interest. Otherwise, results could be contaminated with uncontrolled variables. The synchronization of the presentation of video stimuli with EEG recordings needs to be done in milliseconds. Analysis of collected data is performed with robust software for working with big matrices. Statistically significant differences in eyeblink rate related to media professionalization and editing style are found with the reported experimental procedures.

Perception of cuts in different editing styles

“…In our previous research (Andreu-Sánchez et al, 2017a;2017b;2018) we found that the cutting and editing style of audiovisual material affects the cognitive processing of viewers. The segmentation of audiovisual content depends on significant changes in the content and their perception (Zacks et al, 2010).…”

“…The aim of the current work is to determine how viewers manage their attention while watching videos with different editing styles. To address this, we used both viewers' blinks as attention markers and viewers' electrical brain activity in comparative experiments with different editing styles to study the attentional effect of cuts on viewers' brain by analyzing the causality and potential activity in occipital and prefrontal areas associated with vision and cognitive processes (Andreu-Sánchez et al, 2017a;2017b;2018).…”

The Effect of Media Professionalization on Cognitive Neurodynamics During Audiovisual Cuts

“…Continuous EEGs were recorded using a wireless system (Enobio®, Neuroelectrics), with 20 electrodes placed according to the International 10–20 system [O1, O2, P7, P3, Pz, P4, P8, T7, C3, Cz, C4, T8, F7, F3, Fz, F4, F8, Fp1, Fp2, and an external electrode used for electrooculogram (EOG) recording] referenced to electronically linked mastoid electrodes [see Martín-Pascual et al ( 2018 ) for details]. The EOG electrode was positioned vertically at the infraorbital ridge and the lower outer canthus of the left eye and was used to monitor eyeblinks.…”

Viewers Change Eye-Blink Rate by Predicting Narrative Content

“…Since the dawn of media productions, communication researchers have adopted various approaches to determine how to quantify and manage attention in narratives [ 20 , 21 , 22 ]. Recent studies have demonstrated that one way to determine viewers’ attention to media content is through a proper quantification of involuntary or spontaneous eye blinks [ 23 , 24 , 25 , 26 ]. Eye-blink patterns are certainly linked to communication processes.…”

“…The more chaotic and discontinuous the editing style, the lower the eye-blink rate of viewers and, presumably, the greater their attention. Cuts inhibit viewers’ eye blinks, thus media creators can use them to manage attention [ 25 ]. One reason why viewers tend, unconsciously, to avoid blinking when cuts are inserted into media content could be that the film whose visual flow is interrupted by the cut “blinked” for them; another explanation is that, when the image changes, viewers avoid losing visual information by inhibiting eye blinks.…”