Research on Audience Cognition of Audio-Visual Interactive Art from the Perspective of Mental Model

Abstract

AbstractObjective Media art with the intervention of computer development has greatly increased the audience’s participation, and has to become one of the factors that artists consider in the creative process. In this paper, semi-structured interviews are conducted with highly involved audiences in this field through metaphor extraction technology, and constructs are extracted to establish a cognitive map of the audience, in an attempt to explore the influencing factors of audience participation. The research finds that when the audience participates in the audio-visual interactive art with subjective initiative, they generally have interaction and connection with the works, in the whole process of audience acceptance, “emotional experience” has the highest influence on whether audience participates in the work. Moreover, it has a progressive influence from the instinctive, behavioral and reflective layers of audience experience.KeywordsMental modelMetaphor extraction technologyConsensus mapAudience cognitionAudio-visual interactive art