Do the eyes have it? How viewers process and visually attend to 360-degree news video under varying levels of audiovisual correspondence

Date

2021-08

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Abstract

The body of research on how individuals perceptually process 360-degree video is relatively small. Under the theoretical framework of the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), the present study built upon prior research by examining how well users encode information presented in an immersive format compared to a fixed-framed version of the same story and how the level of correspondence between the audio and video channels impact message processing. The research used head-mounted display eye tracking technology to examine the extent to which users orient their visual attention to the images associated with the narration in a 360-degree video news story and divide their attention between intended targets and other parts of the spherical scene.

Other key variables tested included arousal, disorientation, and the presence-related heuristics of sense of being-there and sense of interaction. The study examined how the effects of these variables varied among 360-degree video news presentations and fixed-frame displays, all the while considering the impact of audiovisual correspondence.

The results suggested that the cognitive and affective differences between viewing 360-degree video on a computer monitor or through a headset are minimal. Second, the level of audiovisual correspondence largely affects memory processing of fixed-frame presentations and 360-degree news stories. Rather, the structural complexity of 360-degree stories negatively impacts auditory and visual memory. Third, the results from eye tracking support prior research that finds semantic relevant images guide visual attention.


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Keywords

360-Degree Video, Cognition, LC4MP Correspondence, Visual Attention, Eye Tracking

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