Can affective response influence the interpretation and perception of high-impact photographs?
This is a question that has been the subject of much research in recent years, with theories and models being proposed to understand the complex process of visual perception.
One such model is the Visual Communication Process Model (VCPM) proposed by Muller (2011). The VCPM posits that perception is substantially influenced by two interconnected variables: the aroused emotion and background knowledge. These variables play a crucial role in shaping the way in which individuals perceive and interpret visual stimuli, including high-impact photographs.
There are two competing theories for understanding and organizing emotion. The first is the dimensional approach, which is based on the appraisal of an event that arouses emotion within the individual. The appraisal is a dynamic process that continues until the end of the external/internal stimulus. This approach suggests that emotions are not discrete, but rather exist on a continuum, with different levels of intensity and valence. The second theory, on the other hand, circumscribes all affective states within basic and discrete emotions such as fear, anger, happiness, disgust, sadness, and surprise. This approach, widely used by Paul Ekman for his FACS system, recognizes human emotions by the movement of the face (Ekman et al. 2005). Furthermore, this approach is also used by researchers in affective computing to simulate human emotions in machines (Nissan & Ephraim 1999).
While the categorical approach is widely used, the appraisal theory model is better suited for the study of visual press stimuli. In fact, the role of emotion in the study of photojournalism is circumscribed to a bidimensional area, arousing and valence. Muller (2012) claims that the advantage of the appraisal approach is that it gives an understanding of what it is in an image that 'works' for an individual or a group of individuals with certain shared properties or values (e.g. supporters of a particular politician or idea).
Before proceeding to show some relevant methods of research, it is important to emphasize the "why" we should measure the emotion and the "how" it can contribute for a deep understanding of a photograph. Starting with the why, Muller (2012) claims that it is necessary to understand what works and does not work as visual stimuli. Moreover, it is relevant to understand the valence and arousal of an image that could influence the production and/or distribution (e.g. press agencies or photo editors) of the photographs.
The "how," instead, is strictly connected to the physiological changes of our body during the visual stimulus exposure. Speaking through a methodological example, after knowing the baseline of our subject, if his skin conductance raises during the stimulus (e.g a high-impact photograph), it means that the Sympathetic Nervous System has been activated (SNS), and the arousal has been elicited. Furthermore, the corrugator supercilii contraction or relaxation detected by non-intrusive electromyography (EMG) could suggest the valence of the emotion aroused (e.g. appreciation or repulsion) (Dimberg 1989).
It is important to emphasize the definition of ‘emotion’ in this context. Generally, it is considered as a state such as fear, happiness or sadness. Nevertheless, in this context, ‘emotion’ has to be considered as a multimodal response to events that are appraised in a particular way (Muller et al. 2012). According to scientific literature, discovering and analyzing data from this ‘response’ seems to be possible only through scientific tools and biosignals such as Eye-Tracking, HR, EMG, EEG, GSR.
These tools and biosignals can provide detailed, articulated and empirical data about the entire process of perception, selection and meaning-attribution of a high-impact press photographs. By understanding the affective response to high-impact photographs, we can gain a deeper understanding of how visual stimuli are processed and interpreted, which can guide the production, distribution and consumption of visual media.
In conclusion, the affective response plays a crucial role in shaping the interpretation and perception of high-impact photographs. The appraisal theory model, which posits that emotions exist on a continuum and are shaped by the appraisal of the event, is better suited for understanding the role of emotion in visual press stimuli. The use of scientific tools and biosignals, such as Eye-Tracking, HR, EMG, EEG, and GSR, can provide detailed and empirical data about the entire process of perception, selection and meaning-attribution of a high-impact press photographs. This knowledge can inform the production, distribution and consumption of visual media, and aid in creating more effective visual communication strategies.
