Research of visual political communication perception by youth: psychophysiological approach

Abstract

It is proposed to use objective methods to assess the perception of visual political content for planning an effective communication strategy by the actors of political power Two experiments were conducted in the work. The first one investigates the visual attention and memorization of different types of political content (memes, photographs of political leaders, photographs of political events and posters) by young people based on the oculographic method. The second experiment is aimed at studying the emotional reactions of young people to the perception of political video content of different genres: humorous, video memes, speech of a political leader and disgusting video. An adapted version of the Differentiated Emotions Scale (DES) was used for the evaluation.