传播媒介对受众长时记忆的影响研究——基于认知神经传播学的研究范式

Media Effects on Audiences' Long-term Memory:A Paradigm of Cognitive Neurocommunication

精准地了解不同媒介的受众认知模式对传播者制定有效的传播策略至关重要。本研究分别在神经层面和行为层面开展了两项实验,实验一(神经层面)采用再认记忆范式,实验二(行为层面)采用自由回忆方法,旨在考查两种媒介(手机、报纸)中受众的认知模式是否存在差异。行为结果表明,手机组和报纸组的正确率和反应时间的组别主效应均不显著。LPC结果发现了新旧效应的出现。手机组的新旧效应更为明显,尤其是在600-800ms存在显著的组间差异。这些发现表明在神经层面上手机和报纸使用中用户的认知机制存在差异,用户使用手机阅读会产生更佳的记忆效果,这一结果将会对传播实践产生重要影响。

Accurate understanding of audience cognitive models in different media is essential for communicators to formulate effective communication strategies. In this study, two experiments were conducted at the neurological level and behavioral level. The first experiment(neurological level) adopted the recognition memory paradigm, and the second experiment(behavioral level) adopted the free recall method. The purpose of this study was to examine whether there were differences in the cognitive patterns of the audiences in the two media(mobile phones, newspapers). The behavioral results show that there are no significant differences in the accuracy and response time between the mobile phone group and the newspaper group. LPC results show the emergence of old-new effect. The old-new effect of the mobile phone group is more pronounced, especially in 600 to 800 ms. These findings indicate that there is indeed a difference in human cognitive mechanisms between the mobile phones and newspapers at the neurological level. In general, memory effect is enhanced in mobile phone group, which could have an important impact on communication practice.