The Media Neuroscience Lab is involved in areas
of research at the intersection of media, neuroscience,
evolutionary theory, and research methodology.
Longitudinal studies utilizing disposition theory predict audience responses to soap operas. Audience enjoyment of the TV dramas increases when characters are perceived as morally deserving the outcomes that befall them.
Extended exposure to daytime soap operas influences viewers’ dispositions toward characters, as well as their real-world moral judgements.
Individuals’ attentional and moral networks synchronize during TV drama scenes featuring immoral characters who suffer negative consequences.
The ability of humans to synchronize our thoughts and emotions with others through morally-salient narratives might be one important mechanism driving trust and cooperation in large groups.
In collaboration with colleagues from the Institutue for Collaborative Technologies at the University of Southern California, the Institute for Collaborative Biotechnologies at the University of California Santa Barbara, and the Army Research Lab, we are developing a system to automatically classify the moral content of text gathered from the Internet by leveraging both communication theory and sophisticated data-mining methods.
Teens and adolescents play video games frequently, and a significant portion of the games contain increasingly realistic portrayals of violence. A brain imaging (fMRI) study demonstrates that virtual violence in video game playing results in neural patterns that are considered characteristic for aggressive cognition and behavior.
Virtual environments provide a useful tool for the study of neuronal processes involved in semi-naturalistic behavior as determined by content analysis. A brain imaging (fMRI) study observed 13 males as they played a violent first-person shooter game and identified potential neural correlates associated with violent behavior.
Interactivity is a common, but under-specified concept in the video game literature. The lab’s research identifies six dimensions of interactivity including: feature-based interactivity, customization & co-creation, controller responsiveness, artificial intelligence, perceptual persuasiveness, and exploration.
In interactive video games, there is no parasocial interaction with a fictitious character, no felt connection per se, but an actual, tangible connection between the gamer and a fully functional, completely controllable avatar. The lab’s character attachment scale provides a way to measure the connection between player and avatar.
The Internet is an environment of instant connections and opportunity. It is also an instrument of great social and personal penetration. In an edited chapter, we consider the relationship between motivation, disinhibitory, and opportunity aspects of Internet use that are associated with aggression.
Media theory has shifted from “effects” models to “processing” models. In this project, the process of persuasion is examined over time during message receipt.
In this project, we contrast predictions of anti-drug message effectiveness from three different theoretical perspectives (ELM, AMIE, and LC4MP). We use televised anti-marijuana messages, young-adult samples, and a multilevel approach to test competing hypotheses.
Building on multilevel analyses of PSA effectiveness, in this project we focus on the counterarguing (or biased processing) phenomenon in persuasion research. With a new approach in brain imaging data analysis (intersubject correlation analysis) we identify the neural systems of biased processing and develop a sensitive marker for counterarguing detection.
The Synchronization Theory of Flow offers a neurological explanation for flow experiences. In this view, flow is a discrete, energetically optimized, and gratifying experience resulting from the synchronization of attentional and reward networks under conditions of a balance between challenge and skill.
The neurophysiological perspective argues for a paradigm shift to a new way of thinking about mass communication that goes beyond the nomothetic deductive models of the past and embraces current scientfic ontology and epistemology.
An experimental study manipulates level of challenge in a video game and makes a case for the use of secondary task response times as a continuous, unobtrusive measure of flow.
We consider theoretical and methodological issues associated with null hypothesis significance testing (NHST) and offer a practical guide for NHST.
Although equivalence testing is needed when a researcher’s goal is to support the null hypothesis (i.e., no substantial effect), equivalence tests are virtually unknown and unused in communication research. We provide the rationale for and theoretical background of effect- and equivalence testing. SPSS custom dialogs are provided to assist the research community in conducting tests of statistical effects and statistical equivalence.
The Media Neuroscience Lab is a scientific collaborator of Neusrel Causal Analytics. This collaboration seeks to advance nonlinear structural equation modeling methods by incorporating machine learning techniques (e.g., neural networks). This statistical approach is of particular interest to the lab as it expands the researcher’s toolbox when analyzing brain imaging data and other complex datasets. Find out more at Neusrel Causal Analytics.