Manifestation of functional sensorimotor asymmetry during media texts perception

DOI

10.2991/mtde-19.2019.100How to use a DOI?

Keywords

perception of advertising, lateralization, fixation duration, beta rhythm, polycode text

Abstract

Process of perception of polycode media texts owing to their diverse semiotics nature and mass character of their distribution are of considerable interest for studying. Polycode media texts contain a considerable visual component in comparison with text component. At the same time, media texts are characterized by complete unity of functioning of their verbal and visual components. At the same time, both the parameters of the stimulus and type of sample can influence on the polycode text's perception. The most widely polycode texts are provided in advertising. Three types of advertising were researched: political, social and commercial in the aspect of their interrelation with lateralization and perception. Lateralization is determined as process of binding various function and processes with one or other side of a body – as individual combination of functional asymmetry of hemispheres, movements and touch asymmetry. Behavioral tests for detection of sensorimotor asymmetry indicators of fixation duration by eye-tracking and EEG- indicators of perception (beta-rhythm) were used on the sample of 36 young people from 16 to 18 years old. It was revealed that the design of the political and commercial advertising determines distinctions in fixation duration on its text and visual parts The fixation duration on a visual component is significantly higher in comparison with the fixation duration on a text component among the political and commercial advertising regardless of the lateralization. Reliable distinctions of beta-rhythm power are found: text's processing activated left hemisphere, visual processing – right hemisphere. During social advertising’s perception, respondents with the right profile of a lateralization show longer time of cognitive processing of the text component.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - O.V. Lomtatidze
AU  - A.S. Alekseeva
PY  - 2019/05
DA  - 2019/05
TI  - Manifestation of functional sensorimotor asymmetry during media texts perception
BT  - Proceedings of the 1st International Scientific Conference "Modern Management Trends and the Digital Economy: from Regional Development to Global Economic Growth" (MTDE 2019)
PB  - Atlantis Press
SP  - 503
EP  - 507
SN  - 2352-5428
UR  - https://doi.org/10.2991/mtde-19.2019.100
DO  - 10.2991/mtde-19.2019.100
ID  - Lomtatidze2019/05
ER  -