Abstract
Researchers usually theorize media exposure based on assumptions of legacy media. However, a new interactive video viewing format, in this case barrage video where viewers’ comments are overlaid over visual content, challenges past perspectives. This study proposes an activation and match satisfaction model to study viewing behaviors of lonely people and to challenge previous claims. It presents a protocol to examine the mechanism of how loners use barrage videos by combining eye tracking and self-report measures. Eye tracking documents the audience's conscious and subconscious watching behaviors in real time and allows for inference of the amount of allocated cognitive resources in response to rational and emotional content. The self-report gauges the amount of satisfaction obtained. Overall, results from the measures supported an activation and match satisfaction model regarding loners and their barrage video viewing behaviors. Implications are discussed. © 2020 Journal of Visualized Experiments.
| Original language | English |
|---|---|
| Article number | e61089 |
| Journal | Journal of Visualized Experiments |
| Issue number | 159 |
| Online published | 29 May 2020 |
| DOIs | |
| Publication status | Published - May 2020 |
| Externally published | Yes |
Funding
This study was supported by the National Social Science Fund of China for the project (19ZDA332) entitled “Deep Convergence of Media and Innovation Model of Social Governance in the New Era;” a PhD Start-up Fund of the Natural Science Foundation of Guangdong Province, China (2017A030310536); and the Fundamental Research Funds for Central Universities (19JNQM04).
Research Keywords
- Activation
- Affective needs
- Barrage video
- Eye-tracking
- Loneliness
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