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Project presented in Nordmedia 2011 conference August 16, 2011

Posted by salla in Blogroll.
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I just came back from Nordmedia 2011 conference, where our DiRe project results were presented along with our starting points for our next project Media2. Nordmedia is the biannual conference of all communication researchers in the Nordic region – Denmark, Finland, Iceland, Norway and Sweden. Our subgroup of organizational communications was rather small compared to other groups, but very enthusiastic instead!

Considering the feedback from the presentation and the discussions it seems that in the Nordic countries psychophysiological measurements are not at all widely used or even known in communication research, as we expected (it seems that in Finland, for example, psychologists are doing media reception studies but separately from media researchers). As our conference paper was focusing on the methodological issues, this was a good change to create awareness of these measurements as a research tool. Hopefully this will foster new multidisciplinary research ideas in the future and more collaboration as well.

The conference paper can be downloaded here (updated version!) and also from the Nordmedia conference site.

Measurements are finished! December 2, 2010

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We are happy to inform that all the measurements for the experiments are just finished last week! In total we recorded 59 participants for the experiment 1 (focusing on company names and overall reputation) and 40 subjects for the experiment 2 (focusing on news concerning the companies).

It was a about four months long job to run the recordings, which were mainly carried out by Alessio Falco at CKIR lab. Our aim was to recruit business students in order to ensure they would be familiar with most of the publicly listed companies.

“Collecting participants during the summer was challenging! However, the recruitment process got easier once we decided to expand the recruiting to several universities instead of only one” says Alessio.

Once at the lab, all the participants showed curiosity and willingness to cooperate. Many of them were also interested on the project and its goals and hypothesis – and also on getting their own EEG on paper, which we unfortunately didn’t deliver. Nevertheless, the length and repetitiveness of the two experiments occasionally caused a loss of interest. To prevent this from altering the results, the order of all news and all companies was randomized throughout the experiments.

“According to the comments straight after the experiment a favorite piece of news seemed to be a story about a ferry company selling overfermented wine.” Alessio remarks, waiting to see the actual measurements on that.

Some of the 20 companies used in the experiments might have to be removed from the final results if they were not known widely enough within the participants. We can assume that the ratings regarding these companies are not reliable.

The next – potentially even bigger – task is to analyze the results. We have about 2 000 lines of data on each subject, so it will take some time and some serious calculating. The EEG data have to be combined with other psychophysiological measures and ratings. By now, we have taken a look at some preliminary test results already, but the final analysis will be finished around February 2011.

The other psychophysiological signals April 28, 2010

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Besides the already covered EEG we are also planning to record some other psychophysiological signals when studying digital reputation in different experimental settings. We plan to use at least electrodermal activation (EDA), facial electromyography (EMG), and electrocardiography (ECG).  The dimensional theory of emotion places emotions in a two dimensional space defined by valence (unpleasant – pleasant) and arousal (calm – excited). Valence can be effectively studied with the facial EMG. The cheek muscle and the periocular muscle are usually activated during positive emotions, like during smiling. The frowning muscle is, of course, related to negative emotions. For the measurement of arousal, EDA, in practice sweating of the hands, is a useful index. The interpretation of these signals is somewhat straightforward, at least when compared to heart rate, or ECG more generally. The problem is that the activity of the heart is regulated by many processes; the ECG has been used to study stress, arousal, valence, attention, and orientation reflex, for example. So it is good to have other signals to accompany in the interpretation.

There are various other signals that could be also recorded, like breathing rate, movement of the subject by accelerometers or tracking the gaze or changes in the pupils. However, there are limits to how much wires we can attach to the subjects. On the other hand, having more than just one or two signals collected is not advisable either. The interpretation is almost always easier when there are more psychophysiological signals to look at. Since we are applying the psychophysiological method to a new area, the study of digital reputation, we cannot know beforehand which signals would be the most useful. After the first experiments we have at least some guidelines for selecting the best signals for further studies of digital reputation.

EEG in the study of reputation? March 18, 2010

Posted by mikkosalminen in Blogroll.
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One part of our Digital Reputation project is to conduct laboratory experiments using the psychophysiological methods. This entry focuses on one of the physiological signals: the electroencephalography, EEG, and on how we are going to use it in the study of digital reputation.

EEG is the oldest of the brain research methods, the more modern being MEG, PET, and fMRI, for example. The strength of EEG is its applicability to more ecologically valid settings. Mobile, light-weight, recording systems allow data collection in real life situations. In addition, EEG has good temporal resolution; brain electrical activity can be studied with one millisecond accuracy. One weakness is lower spatial resolution when compared to some other methods. Activity of sub-cortical brain structures is best studied with other methods than EEG. Like other psychophysiological methods, also EEG is sensitive to noise, e.g. by movement (body movement and eye blinks).

In practice EEG is recorded with an electrode cap and also some conductive gel is needed to establish connection between the scalp and the electrodes. The system records voltage changes between each recording electrode and a reference electrode. The number of electrodes usually varies between one and 256, a general rule of thumb is that the more electrodes you have the better the spatial resolution.

There are two main lines of research for quantifying EEG; either studying event related potentials (ERP) or studying power changes in different frequency bands. The power changes can also be event-related (event-related desynchronization, ERD; and event related synchronization, ERS) or on level of longer-term tonic activity. In frequency analyses the focus is often on changes of power on delta (0-4 Hz), theta (5-7 Hz), alpha (8-12 Hz), beta (12-20 or 30 Hz), and gamma (36-44 Hz) bands. Various studies have found different EEG oscillatory responses to different emotional, cognitive and motor processes. Our interest focuses on those responses that tell something about emotions and motivational processes; we aim to study which psychophysiologically observed emotional responses are related to good and bad reputation.

For example, we will study the frontal alpha asymmetry of the EEG when viewing material related to good and bad reputation companies. Frontal alpha asymmetry is probably the most studied EEG measure of emotion and motivation. Studies that have examined relationships between different individual difference measures and resting EEG activity have shown that asymmetrical activation of the anterior cortical regions seems to influence emotional responding. Relatively higher left frontal activity, either as a state or a trait, indicates a propensity to approach a stimulus, whereas relatively higher right frontal activity indicates a propensity to withdraw from a stimulus. The underlying assumption in frontal asymmetry studies is that activity in the alpha range (8-13 Hz) is inversely related to underlying cortical processing; it is typical that alpha power decreases when the underlying cortical systems engage in active processing. It must be kept in mind, that these frontal asymmetries are not measures of positive or negative affects per se, but they tap a broader motivational tendency towards approach-related or withdrawal-related behaviors and emotions. Our working hypothesis is that good reputation is related to approach tendency.