以知覺負載理論探討電視新聞多資訊成份化對注意力的影響

Abstract

電視新聞受到網頁的影響，從過去僅傳遞單一的影像，到現在變成許多區塊，同時傳遞多個影像（如主播與影片、圖片）及文字訊息（如跑馬燈），這樣的過程稱為「多資訊成份化」。人是否能同時處理這些資訊成分，成為學術界與產業界皆關心的議題。本文採用知覺負載理論結合資訊複雜度，認為當電視新聞內容的資訊複雜度高時，會耗用較多的認知資源以處理較多的資訊，沒有多餘的認知資源分配給周邊的跑馬燈；若電視新聞內容的資訊複雜度低時，則有多餘的認知資源分配給周邊的跑馬燈。另外，跑馬燈內容與電視新聞內容，在語意及新聞類別上是否一致，及跑馬燈位置，是否影響跑馬燈處理的程度。 本文進行三個實驗，檢視知覺負載、語意及類別一致性、跑馬燈位置對於認知資源分配的影響。實驗一研究在知覺負載及語意一致性下，跑馬燈在低知覺負載比高知覺負載獲得更多的認知資源，語意不一致的跑馬燈比語意一致的跑馬燈獲得更多的認知資源。實驗二承襲實驗一，但以類別一致性取代語意一致性，檢視人們在類別一致性的反應是否如實驗一的效果一樣。實驗三修正實驗二，加入跑馬燈位置作為變項。檢視跑馬燈在周邊的不同位置對注意力的干擾效果為何。 結果發現：一、資訊複雜度可成功操弄知覺負載的高低。二、語意一致性比類別一致性能引發更強的自動處理機制。三、跑馬燈以置下的位置干擾效果較大。四、驗證視聽覺資訊彼此競爭相同的認知資源庫。五、自動處理機制與控制處理機制的延伸探討。

Television news has been transformed from displaying single information component (anchors or video) into multiple information components (the combination of anchors, video, news crawls, and even others). For long, whether people deal with these components simultaneously or not has been concerning between academic researches and industrial application. This paper examines if the mechanism and processing of perceptual theory could be manipulated by information complexity successfully. While information complexity is high, cognitive resources will usually used up to allocated on receiving news. On the contrary, while information complexity is low, cognitive resources will spill over to peripheral news crawl. In addition, this research also delineates news crawl’s semantic, categorical congruency and spatial position will affect one’s fixation, saccades and resources allocation. Three experiments are examining the influence of perceptual load, semantic, categorical congruency and news crawl’s position to attention. Experiment 1 designed to explore the effect of perceptual load and semantic congruency to attention. Experiment 2 adopts Experiment 1, insteading semantic congruency, categorical congruency was been examined. Experiment 3 aims at explaining will news crawl’s position alter the relationship of perceptual load and categorical congruency, ceasing other distracting effects. Above-mentioned experiments could demonstrate some outcomes as following. First of all, information complexity could manipulate perceptual load in television news successfully. Second, the explanation of semantic congruency is better than categorical congruency. Third, bottom news crawl possesses huge distracting effect. It also interact with perceptual load and categorical congruency. Forth, audio and visual were process in the same cognitive resources. Finally, automatic and controlled mechanisms remain extended map.