從指向反應與處理模式探討人如何處理電視新聞中的多資訊成分

Abstract

現今電視新聞畫面可以包含多資訊成分，這使得看電視不再只是單一畫面的 資訊處理，多資訊成分競爭的畫面將不斷地影響閱聽眾的資訊處理過程以及認知 資源分配。本研究採用認知心理學研究取徑，根據有限容量模式和心理生理學， 主要探討兩個議題。首先，本研究關注製碼時自動處理機制所引發的指向反應。 其次，透過不同的處理模式來探討人的資源配置情形。方法上，結合眼球追蹤與 生理訊號測量人看電視新聞時的眼動與心跳指標變化，探究媒體結構特徵數量與 多資訊成分間的競爭，是否對此兩種心理生理學指標有所影響。 透過兩個實驗，實驗一目的在觀察面對同時呈現兩種資訊成分的電視新聞時， 具備高結構特徵數量的影片，因能驅動自動處理機制，吸引較多目光、導致較佳 的記憶效果。實驗二的目的為探究除了實驗一的隨意瀏覽外，不同處理模式（觀 看主播或觀看影片），是否能增強或減弱結構特徵數量的影響。 研究結果發現：一，電視結構特徵在眼動指標上有達到注意力捕捉的效果， 因而增加新聞記憶，並對心跳變化產生影響。二，人在隨意瀏覽的模式之下，其 觀看行為與觀看影片模式相似。三，多資訊成分新聞畫面同時呈現時，人第一眼 會觀看主播，隨後受結構特徵影響進而觀看影片。四，處理模式對眼動、記憶指 標有顯著主效果，卻與結構特徵無交互效果，顯示控制處理機制的主導性。

The screen of television news contain multiple information components, so watching television is no longer just a single-screen information processing, multiple information components constantly influence viewers’ information processing and cognitive resource allocation. Based on the relevant cognitive psychological study, Limited Capacity Model of Mediated Message Processing (LC4MP) and psychophysiology, the research is focused on the orienting responses elicited by automatic processing during encoding. Besides, the research also explores audiences’ resource allocation s by different processing modes. We integrate the techniques of eye tracking and heart rate measuring to give us an insight into the effect between structural features and multiple information components on Television viewing. Two experiments are designed: The first experiment aims to observe whether the high amounts of tructural features of television news appeal more attention and keep impressive memory under the driving of automatic processing when watching two information components on TV simultaneously. The second experiment aims to explore whether different possessing modes (restriction on viewing anchor or video) can strength or weaken the influence of structural features. Results show that: First, the structural features of television news can result in improved attention, improved memory, and cardiac orienting responses. Second, under the mode of browsing, the viewing behavior is similar to the mode of video-viewing. Third, viewers are used to watch anchor at the first sight when multiple information components are presented. Last, possessing modes has significant influence on eye movements and recognition, but no interaction effect on structural features, which indicates the dominance of controlled possessing.