Viewer Attention Research Articles

La intertextualidad en Zootrópolis. ¿Cosa de niños?

Intertextuality is inherent in film and television texts, where we often find allusions, quotes or references that reach us through different channels and codes. Its presence is not a coincidence and it is fully motivated. For example, when it comes to cartoons, it might attract the attention of older viewers. In this article we will approach the film Zootopia (2016) to examine the use of intertextuality in this Disney product. This way, we will be able to analyse its different types of intertexts and establish who these hidden messages and references are addressed to.

The roles of motivation and media engagement in second-screen viewing experiences

Traditional TV viewing has been blended with the use of second-screen mobile devices. Increased engagement via mobile devices or applications has quickly become a new norm - interacting with program-related information (e.g., following fan community or play related games) or chatting on social apps (e.g., Twitter) while watching television (TV). New features and behaviours are emerging that create challenges and opportunities for attracting advertising revenues and viewer attention in the second-screen environment. This study explored the antecedent and consequences of second-screen mobile phone use. Four categories, control, enrichment, sharing, and participation, were identified as second-screen TV viewing behaviours. An empirical model was developed by integrating audiences' motivation, media engagement and second-screen behaviour. A response from 562 TV audience participants were collected and reveals that audience motivation for using a second screen is mainly affected by their engagement experiences, and further led to the corresponding usage behaviours. Mobile users, motivated by common interests and social sharing, are more engaged in online activities while watching TV programs. Second screen users are also obsessed with their social connectivity experiences rather than interactive features of TV programs. Theoretical and practical implications for effective second screen strategies are discussed.

PENGARUH GAYA KOMUNIKASI PRESENTER TALKSHOW “RUMPI NO SECRET” DI TRANS TV TERHADAP AUDIENCE SATISFACTION

Television stations every day present various types of programs whose types are very diverse. One of them is a talk show program. One of the talk show programs. the mainstay of Trans TV is "Rumpi No Secret" which is packaged in a conversation. The talk show "Rumpi No Secret" was hosted by Feni Rose who has a very unique appeal that is able to attract the attention of loyal viewers. The purpose of this research is to find out whether there is an influence from the style of presenter Feni Rose when guiding the talk show "Rumpi No Secret" that aired on Trans Tv to the satisfaction of watching housewives in Kampung Baru RW residents. 10 Kembangan Utara, West Jakarta. This study uses survey research methods in which this method is a study that takes the main sample from a population of data using a questionnaire statement or questionnaire as a primary data collection tool. Data were analyzed by a causal explanative method with a quantitative approach. The theoretical basis used is the uses and gratification theory owned by Blumer and Katz.

Dynamic/Static Image Use in ISIS’s Media Campaign: An Audience Involvement Strategy for Achieving Goals

ABSTRACT The rebound of ISIS in the online environment in the aftermath of the coalition force liberation of Mosul and Raqqa has reinvigorated the need to understand the strategic choices of the group’s media campaign. This study explores ISIS’s use of dynamic vs. static imagery, with a particular focus on how the image form helps facilitate the group’s goals. Experimental studies document that the use of dynamic imagery heightens viewer attention, recall, and reaction to visual content, while fMRI studies add that audiences process dynamic still images as imagined movements. Using a content analysis of 3745 images in Dabiq, Rumiyah, and al-Naba’ from July 2014 to September 2018, we found that ISIS relies heavily on dynamic imagery in its print media campaign. The deployment of the visual strategy, however, displays significant variation based on the language of the target audience, the primary message content displayed in the photographs, and level of military force opposition the group is facing when it disseminates magazines and newsletters.

Visual picture of the world in the reflection of modern media

The article Visual picture of the world in the reflection of modern media is a part of the scientific work devoted to the analysis of the methods of disclosure of the plurality of meanings by means of visualise and ways of their influence on the viewer's perception.
 The analysis offered for discussion of questions allows to trace in a new way process of search of expressiveness of screen culture, including off-screen media content and art projects. We also consider how with the advent of computer technology, modern media, United in a single screen culture, seek to reflect the picture of the rapidly changing world in its mosaic, in the development of end-to-end time. Special attention is paid to the visual form of plastic images of cinema and television, which largely predetermined the path of development of visual perception of the world through sensory knowledge of the global process-taking place in the world. The author highlights the question of how the screen directs a person on the path of solving problems on links/trailers, lifehacks / commercials, running lines, while providing the right to choose, and new judgments, sometimes non-trivial, and sometimes false.
 Revealing the connections of new communicative means the author offers the concept of the birth of a new civilization, where online communication, information exchange, media messages, various formats-not just a way to change the transmission of information, but civilization with its own laws and rules of communication, with a new language, based on technical and English language terms, expanding the possibility of merging different cultural layers, with its philosophy and aesthetics, where visualization is a way to control the viewer's attention. Various forms of editing in its broadest sense become the main "bridge"of the whole" composition" of the world order, where the division into the size of the event series, media persons is decisive. Various forms of editing in its broadest sense become the main "bridge"of the whole" composition" of the world order, where the division into the size of the event series, media persons is decisive. To reveal a number of issues, the author draws Parallels with the cinema, highlighting the similarities and differences in the specifics of the spectacular nature of the two components of modern screen culture.

Attraction on TV: rules of communication game

The essay analyzes the game nature of screen attraction - one of the most important tools of television dramaturgy. Attraction is examined, in the tradition established by Sergei Eisenstein and developed by Russian and foreign researchers, not just as entertainment but as a way of influencing audience perception. TV viewing is regarded as a special kind of game developing in accordance with the rules established by a programs format and repeated in this programs each new release. The key aspects relating classic TV communication to game are: voluntary selection and viewing of the programs; clearly marked place and time of occupation; a set of rules mandatory for a particular game; the feelings of joy and fun generated by the participation in TV viewing; immersion of the viewer in the "otherness" of the game and simultaneous presence in everyday life. The rules of communication game are accepted by all participants in the process: the makers of a TV product, the partakers and the audience. Voluntary way of program viewing is an indispensable condition for TV communication, and the attractions are its most active moments: they are designed to capture and keep the viewer's attention, and to evoke emotions associated with the pleasure produced by game.
 The essay explores the attraction-like nature of TV shows both as a content and as a set of the signs, as a way of the functioning of the audiovisual language. The variability of the TV spectacle is investigated as the phenomenon of postmodern aesthetics, as an aesthetic merit rather than an immanent disadvantage a priori depriving TV products of the right to uniqueness.

On the dilemma and breakthrough of ethnic minority film culture expression with the production of Thangka and Genghis Khan as examples: discretion, inheritance and unrestrained imagination

Ethnic minority films account for a significant part of the Chinese film industry. Since the establishment of the new China, Chinese ethnic minority films have gone through three stages. In the beginning of the new century through today, when tremendous changes have taken place in film ecology and production situations in the context of globalization. In this stage, the ethnic minority film is no longer a propaganda tool but instead has become an integral part of multiculturalism in a global context. The antiespionage theme, folk tales, and industrial and agricultural construction themes have no successors; the self-examination and root-seeking themes are also no longer favored by producers. Thus, ethnic minority films have almost lost their competitiveness in the cinema chains and their ability to win the attention of mainstream viewers.

Управление социокультурным PR-проектом в национальном театре

The article is devoted to the study of socio-cultural PR-design in the national theater. The authors describe the problem of reducing interest in attending a theater and stress the importance of using interactive interaction with the viewer. In order to attract the viewer's attention to the theater in the regional context, the article proposes to use the technology of project management. According to researchers, design technology can contribute to an effective increase in interest in the theater. The form of implementation of such projects can be various activities. As an approbation in the article, a description of a socio-cultural PR-project in the format of an interactive quest is offered, which allows the most effective solution of PR-problems in the national theater to attract the viewer. Also in work there is a number of the recommendations promoting improvement of quality of project management in the sphere of PR.

Multimodal visual/sound redundancy in ISIS videos: a close analysis of martyrdom and training segments

ABSTRACTThe influence of ISIS online media campaign prompts the need to rethink twenty-first century warfare, particularly in relation to the media battlefield. To build a better understanding of the strategic themes deployed in the group’s messaging, this essay moves away from the bulk of previous literature on ISIS that analyzes a single mode of communication (text, visual, or audio). Instead, it offers a multimodal analysis of 70 videos released by the provincial operations of ISIS from 2015 to 2017. Specifically, the study focuses on redundant sonic and visual approaches to reveal the group’s strategic themes and preferred messaging toolkit for reaching target audiences. The focus on visual and sonic elements stems from previous research documenting that the two modes are particularly salient for attracting attention and reducing resistance of viewers. Specifically, this study focuses on two content themes recurrent in ISIS videos: militia training and martyrdom operations. The findings demonstrate that ISIS uses sonic and visual strategies in its training segments as a primary vehicle for identifying with viewers. In the martyrdom segments, the group uses the two modes to equate members of its group willing to make the ultimate sacrifice with the generic war rhetoric of the U.S. commander-in-chief.

Detecting user attention to video segments using interval EEG features

To manage voluminous viewed videos, which US adults watch at a rate of more than five hours per day on average, an automatic method of detecting highly attended video segments during video viewing is required to access them for fine-grained sharing and rewatching. Most electroencephalography (EEG)-based studies of user state analysis have addressed the recognition of attention-related states in a specific task condition, such as drowsiness during driving, attention during learning, and mental fatigue during task execution. In contrast to attention in a specific task condition, both inattention and normal attention are meaningless to viewers in terms of managing viewed videos, while detecting high attention paid to video segments would make a valuable contribution to an automatic management system of viewed videos based on viewer attention. To the best of our knowledge, this is the first EEG-based study of detecting viewer attention paid to video segments. This study describes how to collect video-induced EEG and attention data for video segments from viewers without bias to specific genres and how to construct a subject-independent detection model for the top 20% of viewer attention. The attention detection model using the proposed interval EEG features from 14 channels achieved the best average F1 score of 39.79% with an average accuracy of 52.96%. Additionally, this paper proposes a channel-based feature selection method that considers both the performances of single-channel models and their physical locations for investigating the group of channels relevant to attention detection. The attention detection models using the interval EEG features from all four or some of the channels located in the fronto-central, parietal, temporal, and occipital lobes of the left hemisphere achieved the best F1 score of 39.60% with an average accuracy of 48.70%. It is shown that these models achieve better performance than models using the features from all four or some of their symmetric channels in the right hemisphere and models using the features from six channels located in the anterior-frontal and frontal lobes of the left and right hemispheres. This paper shows the feasibility of subject-independent and genre-independent attention detection models using a wireless EEG headset with optimized channels; these models can be applied to an intelligent video management system based on viewer attention in real-world scenarios.

META- ANALYSIS OF THE USE MOVIE TRAILER IN EFL CLASSROOM

The scenes in the trailer shown are all sorts of interesting and prominent scenesto attract the attention of potential viewers and be able to describe the entire contents of the movie without giving too much information. The trailer was created to promote theatrical release of the movie and the movie trailer was a clip containing all the parts of the advertised movie, shown before other movie screenings in the cinema, and aimed for the audience to come to watch. The best way to teach English is to use interesting material, appropriate teaching methods, the use of technology that can be one of the important and effective support tools. Meta-analysis is essentially a synthesis of a topic taken from several research reports. Based on the synthesis is drawn conclusions about the topic under study. This research uses some similar research results as basic data in conducting studies and conclusions. From the same five studies, it is concluded that Movie Trailer is effective as a learning medium because it can improve understanding in English learning.

Knowledge, power and the ethics illusion: Explaining diverse viewer interpretations of the politics in classic era Doctor Who

Abstract What is the dominant political ideology of Doctor Who (1963–89, 1996, 2005–present)? Scholars and viewers have variously claimed the programme represents political positions ranging from far right to far left, or have denied it is political at all. In this article we offer a structural analysis that partially explains this diversity of response. Analysing three classic era Doctor Who serials with different political flavours, all of which feature political regime change as a narrative element, we identify two narrative devices that function to obscure any political ideologies present. The first, which we call the ‘science-beats-tyranny’ template, foregrounds the problem of a tyrannical regime rather than exploring any political alternatives to it. It circumvents the need for political debate by deposing the tyrant with a scientific fix. The second, which we call the ‘ethics illusion’, uses heuristic logic to effect the appearance of an ethical plot resolution, while skipping over the political details of the new regime replacing the tyrant. We argue that these devices create ambiguity about a serial’s political commitments and also direct viewer attention to generic rhetoric about freedom from tyranny, rather than any more specific political ideology.

YouTube Videos as a Tool for Faculty Development in Medical Education: A Learning Analytic Overview

This article was migrated. The article was marked as recommended. Faculty development (FD), or staff development, as it is often called, has become an increasingly important component of medical education. Staff development activities have been designed to improve teacher effectiveness at all levels of the educational continuum. The use of online tools offers many advantages for FD, and online learning can help overcome the numerous obstacles that challenge classic educational activities.Video-based lectures (VBLs) are one of the tools of online learning. This particular instruction format has gained popularity in recent years as a component of the "flipped classroom" (FC) and the much more emergent "massive open online course" (MOOC) styles of health profession education at both under- and post-graduate levels.The aim of this study was to describe the author's experience in developing VBLs to be used as a tool for faculty development in the field of medical education by using Learning Analytics (LA), which is the metadata provided by YouTube, the sharing platform used for the author's videos. A total of 19 VBLs relevant to the education of healthcare professionals was produced by the author with the software program ScreenFlow for Mac to capture and edit video. ScreenFlow also offers the option to combine screen video capture with speaker video recording for simultaneous viewing in the same video. The collected and analyzed data consisted of viewership data, including total number of views, numbers of countries viewing, gender distribution of viewers, and number of YouTube channel subscribers. Descriptive data were also collected: length of each video, watch time in minutes and number of views. Data related to viewers' engagement included number of videos' likes, dislikes, shares, and comments. For the purpose of evaluating audience retention and measuring how well videos maintained viewer attention, the following information was included in the audience retention report: average view duration for all videos on the channel, the average percentage viewed of each video, and the final audience retention. In conclusion, VBLs can be considered a valuable tool for faculty development in medical education that effectively overcomes many of the common challenges related to this important training process. A variety of software programs and applications are available that facilitate the process of VBL production, particularly the accessibility of many video-sharing platforms, such as YouTube. Moreover, LA is an emerging and effective method for quantitatively evaluating VBLs.LA includes analyzing metadata, which are downloaded from video-sharing platforms and facilitates the evaluation of the acceptability, accessibility, and audience retention of VBLs. That is, the number of views reflects the acceptability of VBLs, and the number of likes/dislikes and shares reflects audience engagement. Likewise, av-er-age view dur-a-tion, av-er-age per-cent-age viewed, and final audience retention are indicators of audience retention (AR). Finally, it appears that the length of VBLs has a profound effect on AR, as shorter VBLs are associated with greater AR, and vice versa. The synchronous interaction with speaker should be considered in VBLs to enhance their effectiveness and improve the AR.

Animation intensity of sponsorship signage

Purpose Visual animation of sponsorship signage has become a frequently used technique at televised sports with the aim to increase viewer attention. The purpose of this paper is to investigate the impact of animation intensity of sponsorship signage on sport viewers’ attention and to examine viewers’ visual confusion as a reaction to increasing animation intensity. Design/methodology/approach Based on a lab experiment, eye-tracking methodology was applied to analyze the participants’ visual attention to animated sponsorship signage. The stimulus films showed a highlight video clip of a tennis match and included five different intensity levels of animated signage. The hypothesized causal relationships were tested by using linear regression analysis and structural equation modeling. Findings The results demonstrate that animation intensity of sponsorship signage positively influences sport viewers’ attention. The findings also reveal that animation intensity has no significant effect on sport viewers’ visual confusion. Practical implications The findings suggest the use of higher animation intensity levels for effective sponsorship communication in sports broadcasts. Furthermore, there is still more potential to improve sponsorship communication at televised tennis events as viewer confusion was not affected by animation intensity. Originality/value This research contributes to the body of knowledge by taking into account different intensity levels of animated sponsorship signage in a tennis event context. It is the first study that demonstrates the impact of animation intensity to improve sponsorship communication at televised sporting events.

Determinants of viewer attention in concurrent event sponsorship

PurposeThe purpose of this paper is to examine the impact of exposure-related and consumer-related factors on the return of sponsorship investment through their influence on viewers’ attention for sponsor signage.Design/methodology/approachData were collected through an experimental study (n=92) involving eye-tracking and a questionnaire, and were analyzed using regression analysis.FindingsThe results show that viewers’ attention for sponsor signage is affected by the signage color of concurrent sponsors, as well as viewers’ brand familiarity, and sport involvement. In particular, the findings reveal that viewers’ attention for sponsor signage increases with greater color contrast between concurrently visible sponsor signage. Further, signage receives more attention if viewers are familiar with the brand and less involved with the sponsored event. Given that attention is an important prerequisite for further processing of sponsorship information, these findings have important implications for managers seeking to evaluate the return on their sponsorship investment.Practical implicationsWhen assessing the return on a sponsorship investment, marketers should consider the characteristics of surrounding sponsor signage and the audience with regard to their impact on viewers’ attention for their own signage. Ideally, marketers should attempt to create a greater color contrast between their own signage and its surroundings in order to maximize viewer attention.Originality/valueThis paper provides valuable information on the importance of concurrently visible sponsor signage and audience characteristics for the return on investment of sponsorships through their impact on viewers’ attention.

Constraint saliency based intelligent camera for enhancing viewers attention towards intended face

• An algorithm for intelligent camera has been proposed for mobilization of attention. • Enhance the attention of viewers towards intended face. • Permissible enhancement is allowed for the faces to validate the experiment by retaining originality. • Experiment has been carried out with gray scale as well as colour images. • Effect of saliency is measured on the faces wearing jewellery also. Visual Saliency decides the focus of attention towards a region in a scene. When we talk about attending faces in a crowd or set of multiple faces, our focus of attention does not go equal for all the faces. The biasness of human's visual system towards a particular face, occurs due to some dominant features of it, over rest of the faces. So, for the faces which are not intrinsically salient in a scene, there is a requirement of increment of attentiveness. The current study effort to improve the saliency of a face (in a set of multiple faces), which is not significantly salient. It can be achieved by enhancing the contrast of the intended face with its surrounding faces, in terms of visual low-level features like intensity, color, etc. Modification of such feature values will change its potential to attract observer's gaze. But excesses change will destroy the originality of the image. Therefore, the problem of enhancing saliency of a target face is framed as an optimization (maximization) problem under some constraints. This concept can be applied to develop a saliency based intelligent camera having the power of enhancing the attractiveness of a particular face in the crowd and in the taken photograph, the enhanced face may give more attention to the viewers. Experiment has been conducted on grayscale as well as the colour images. Moreover, effect of saliency on faces wearing jewellery, has also been measured. Graphical abstract

What’s so appealing? An examination of emotional appeals and viewer engagement in safe-sex PSAs and condom advertisements

ABSTRACTWhereas advertisements strive to increase revenue, PSAs work to educate and inform. Even though both share the similar goal of persuasion, advertising tends to lead to more effective sales, unlike PSAs, which can have little effect on audience behaviors. Using a systematic, quantitative content analysis, this study examines emotional appeals and viewer engagement in safe-sex PSAs and condom advertisements in online videos (N = 132). PSAs with humor appeals received more viewer attention in terms of views, comments, and ratings than humorous advertisements. Recommendations for designing public health campaigns are discussed in terms of specific appeals for garnering audience attention.

Animated News: A Fascinating News Reporting Style in the Image Era

Animated News: A Fascinating News Reporting Style in the Image Era Tse-Mei Chen, Yu-Ling Lin Abstract Taiwanese tabloid Apple Daily‟s online version broadcasted animated news across niche markets and the expanding influence of digital technologies. The study analyzed the news narration of animated news by compared it to the traditional TV news. The results indicated that Apple Daily‟s animated news continued the tabloid‟s lurid reporting style to focus on sensational topics and presented them with fascinating features. To catch the attention of young viewers who grew up in the image era, computer technique now plays a much more important role than ever before. Not only the possible news scenes were reenacted with animation and dubbed dialog between characters were designed, voice-overs, background music and special sound effect were applied along the news story to dramatize the news presentation and to provide viewers veracious pleasure out of watching. The study suggested that the introduction of animated news may not necessarily negative, if their tendency to attract the attention of audiences can be directed toward public affairs-related issues. Full Text: PDF DOI: 10.15640/rjmc.v5n2a4

Sleep Train by Jonathan London

Reviewed by: Sleep Train by Jonathan London Elizabeth Bush London, JonathanSleep Train; illus. by Lauren Eldridge. Viking, 2018 [32p] Trade ed. ISBN 978-0-451-47303-5 $17.99 E-book ed. ISBN 978-0-698-18350-6 $10.99 Reviewed from galleys Ad 2-5 yrs Picture book bins hold many literary strategies for getting to sleep, especially for kids immune to time-honored sheep counting. Here London's narrator is in a cozy berth, watching the scenery roll by while counting railroad cars. Yes, there's a paradox here—watching the cars roll by while he's on board the train—but it won't take imaginative superpower for listeners to make the cognitive leap as they follow the handsome little preschooler reading this very book in bed, and then winding up inside a sleeping car. A full view of the ten-car train (plus engine and caboose) is a reference point as London names the cars he counts in verse; it's the verse, though, that derails this effort. Instead of the steady, sleep-inducing cadence that should chug kids off to sleep, the rhythm here is annoyingly inconsistent: "There's a flatbed car (that makes seven!)/and a coach with seats./And there's a dining car/where everybody eats"; "Sleep Train. /Jiggling down that track./But there are ten sleepy cars/going clickety-clack. …" Eldridge's artwork is fully engrossing—model railroad cars and built sets, photographed and computer manipulated into midnight-blue settings, are a daytime delight for young railroad enthusiasts taking inspiration for their own layouts. Those will absorb the attention of young viewers who are less somnolent than their adults had hoped. EB Copyright © 2017 The Board of Trustees of the University of Illinois

Visual Attention to and Understanding of Graphic Program Advisories: An Eye-Tracking Study

Despite the use of television program advisories for more than 15 years, viewer understanding of these advisories remains problematic. This article summarizes 2 studies demonstrating the effectiveness of alternate graphic advisories in attracting viewer attention and more effectively communicating their intended meaning. Results indicated that younger viewers were more likely to correctly interpret the meaning of graphic advisories relative to the current text advisories. Eye-tracking data revealed that viewers also allocated greater attention to graphic advisories. Although participants interpreted graphic advisories as more restrictive than text advisories, viewers failed to demonstrate so-called “forbidden fruit” effects.