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Emotional non redundancy in television messages: The impact on audience memory
Unformatted Document Text:  ICA-4-10233 Page 2 of 4 emotional non redundancy It also tests the visual superiority hypothesis that holds that visuals are easier to process that verbal information in the audio. Research question 2: Overall do subjects recall more of the information coming from the video channel than the audio channel? Valence is one dimension of emotion it measures the direction of emotion on a scale from positive to negative. Arousal is another dimension that measures intensity of emotion and ranges on a scale from calm to excited. Recent research is showing that, arousal controlled, positive messages are more thoroughly processed than negative messages. Research question 3 : Is there a valence effect; is the channel carrying the positive information more thoroughly processed than the one carrying the negative information? Cognitive studies on specialization of the brain’s hemispheres have shown that there can be some sort of hemispheric lateralization. The right brain which is the center for visual processing is also the center for processing negative emotions while the left brain which is the center for verbal processing is also the center for processing positive emotion. Such studies found some support to the hypothesis that negative messages are more thoroughly processed when carried in the video and positive messages are more thoroughly processed when carried in the audio. Hence the last research question, Research question 4: Is there a channel by valence interaction; do positive messages get more through processing when carried in the audio than in the video and do negative messages get more thorough processing when carried in the video than when in the audio?

Authors: Kamhawi, Rasha.
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ICA-4-10233 Page 2 of 4 emotional non redundancy
It also tests the visual superiority hypothesis that holds that visuals are easier to
process that verbal information in the audio.
Research question 2: Overall do subjects recall more of the information coming from the
video channel than the audio channel?
Valence is one dimension of emotion it measures the direction of emotion on a
scale from positive to negative. Arousal is another dimension that measures intensity of
emotion and ranges on a scale from calm to excited. Recent research is showing that,
arousal controlled, positive messages are more thoroughly processed than negative
messages.
Research question 3 : Is there a valence effect; is the channel carrying the positive
information more thoroughly processed than the one carrying the negative information?
Cognitive studies on specialization of the brain’s hemispheres have shown that
there can be some sort of hemispheric lateralization. The right brain which is the center
for visual processing is also the center for processing negative emotions while the left
brain which is the center for verbal processing is also the center for processing positive
emotion. Such studies found some support to the hypothesis that negative messages are
more thoroughly processed when carried in the video and positive messages are more
thoroughly processed when carried in the audio. Hence the last research question,
Research question 4: Is there a channel by valence interaction; do positive messages get
more through processing when carried in the audio than in the video and do negative
messages get more thorough processing when carried in the video than when in the
audio?


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