Name: loneliness assuaged: eye-tracking an audience watching barrage videos
Uploaded: 2020-05-29T13:30:00
Description: Watch this Scientific Journal Video about Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos at JoVE.com

This study was supported by the National Social Science Fund of China for the project (19ZDA332) entitled &#8220;Deep Convergence of Media and Innovation Model of Social Governance in the New Era;&#8221; a PhD Start-up Fund of the Natural Science Foundation of Guangdong Province, China (2017A030310536); and the Fundamental Research Funds for Central Universities (19JNQM04). The authors would like to thank Dean/Professor Zhi Tingrong for support and investment in the eye tracking laboratory.

This protocol adheres to the Jinan University research guidelines. As only the medical school of the university has an IRB board, no other discipline is required to have IRB approvals. However, the researchers confirm that all ethical rules and regulations were followed. The project did not pose any physical or psychological harm to participants.
1. Participant screening for the experiment
<ol>
	<li>Recruit native Chinese speakers from a southern Chinese university with normal or corrected-t...

In this study, eye tracking technology and self-reports are combined to test the validity of the proposed AMSM model. Previous studies mainly used self-reports to explore the relationship between loneliness and media use at the mercy of participants&#8217; ability to articulate. These offline methods fail to understand the psychological processes while watching barrage videos. In this study, eye tracking technology was used to record duration and fixation so researchers could reliably infer how much cognitive resources t...

Eye-tracking technique 
The eye is often referred to as a window of the mind1,2. Eighty percent of human information intake is obtained visually3. Since the 19th century, people began to study human psychological activities by directly observing eye movements of participants. Miles invented the peephole to make observations when participants read4. In the study, the experimenter sat opposite a participant and observed the participant&#8217;s eye movements through a small hole in the middle of the reading material. Since then, technology has vastly improved. Currently, state-of-the-art eye-movement tracking devices mainly focus on electric current-recording, magnetic-induction and optical-recording, which includes corneal reflection and iris-scleral reflection methods5,6,7. The noninvasive features widely prevalent today make eye movement recording more natural, enhancing ecological validity. Today, eye movement techniques generally refer to the use of computer-controlled eye tracking to record and analyze the positioning of the participant&#39;s eye and the forms of eye movements during viewing of visual material.
Many theoretical perspectives regarding eye movements have matured over the years. These include the vision buffer processing model, the parafoveally processing model, the E-Z Reader model, the immediately processing model and the eye-mind processing model8,9,10. The immediately processing model holds that the processing of viewing content at all levels is not delayed, but occurs in real-time. The eye-mind processing model focuses on text information and holds that as long as one is processing a word, one would look at it. Put in another way, the word that one processes is exactly the very word one is looking at. The processing time of a word is the total fixation time of the participant&#8217;s eye.
There are three basic types of human eye movements: fixation, saccades and pursuit movements8,11,12. The fixation duration and fixation count usually reflect the extent to which the participant exerts cognitive resources to the content being viewed. Saccade refers to the movement from one gaze point to another. Retrospective saccade can be used as an indicator of the processing sophistication in the encoding process. Regression saccade indicates a deeper processing of an area after the first gaze of the key areas, reflecting the difficulty or interest of the content in that area. Pursuit movements are usually performed when there is visual noise, and the eye seeks out a point of interest.
On the other hand, we can also measure pupil size and blink frequency; both reflect people&#8217;s psychological activities13,14,15. For example, there is a relationship between pupil size and the specific task difficulty, motivation, interest, attitude, and fatigue. At present, the relationship between pupil size and emotional valence is not clear16. However, if a researcher combines pupil size with other indicators, such as electroencephalogram (EEG), the accuracy would be greatly improved17. For blink indicators, according to the hedonic-blink hypothesis, the decrease of blink frequency is usually associated with happy emotional thoughts, while the increase of blink frequency is associated with unhappy emotional states18.
The application of eye-tracking technology is extremely broad, including reading strategies, visual information processing, compulsive behaviors, to even artistic intentions. The application in the field of reading is the most mature. In communication, eye-tracking is useful in news consumption studies and advertising effectiveness research. For example, a large number of eye movement experiments have explored both exogenous and endogenous factors in advertising19,20, with the former exploring the physical characteristics of advertisements such as size, pattern, color, position, originality and repeated presentations21,22, and the latter exploring individual factors such as product involvement, product motivation, prior knowledge and brand familiarity23,24,25,26,27.
In addition, eye tracking technology is widely used in many other fields, such as human-computer interaction and usability research28,29,30,31; skills transfer32; infant and child development research33,34,35,36; marketing and online consumer behavior research37,38,39; and packaging design40,41, among others.
In addition to being used alone, eye tracking is often combined with other multimodal measurement techniques. For example, researchers can combine eye movement data with other physiological indicators such as EEG, skin electrical response, heart rate, skin temperature, facial expression, etc. In this way, users&#39; emotional responses to different kinds of information can be studied more effectively42.
Eye movement technology can also be integrated into other technologies. For example, it is being used with augmented reality technology30. At present, the integration of eye movement technology and virtual reality (VR) technology is worthy of attention. On the one hand, such integration can promote the rapid development of VR related equipment. For example, the graphics processing unit (GPU) of most VR equipment is overburdened and consumes a lot of energy. Eye tracking technology can detect the audience&#39;s fixation point in real time. VR devices only need to focus on rendering this area and ignore other areas. This can significantly reduce power consumption and GPU rendering load. On the other hand, the combination can enhance its interaction features, and improve the immersion and involvement of VR users. For example, players can use eye movement instead of hands to complete operations in a game43. In addition, researchers can implement eye movement testing in a simulated environment. For example, in consumer behavior research, researchers do not need to take subjects to a real shopping mall or use real products, but test them in virtual research scenarios, as shown in Figure 1.
<img alt="Figure 1" class="xfigimg" src="/files/ftp_upload/61089/61089fig01.jpg" /> 
Figure 1: Virtual research scenario <a href="https://www.jove.com/files/ftp_upload/61089/61089fig01large.jpg" target="_blank">Please click here to view a larger version of this figure.</a>
Barrage video 
Barrage is a term originating from the military. In order to intercept moving targets, multiple artillery guns are used to fire and to form a curtain composed of high-density projectiles before the moving targets44. The term &#34;barrage&#34; is used in video viewing to describe a format and a phenomenon in which audience members of a particular video comment and displaying such comments on the video screen while watching a video, thus forming a comment wall curtain, as shown in Figure 2. This format of interacting and commenting is also referred to as overlaid comments45,46. Barrage videos first appeared on the &#34;niconico&#34; video website in Japan. The most popular websites in China are AcFun (Station A, www.acfun.cn) and Bilibili (Station B, www.bilibili.com). Many other streaming video sites in China, such as Youku, Tencent, LeTV and iQiyi, have also added the barrage sending and viewing functions. Barrage videos have attracted many Chinese viewers, and the attention of researchers in many disciplines.
<img alt="Figure 2" class="xfigimg" src="/files/ftp_upload/61089/61089fig02.jpg" /> 
Figure 2: Comment wall curtain <a href="https://www.jove.com/files/ftp_upload/61089/61089fig02large.jpg" target="_blank">Please click here to view a larger version of this figure.</a>
Viewers of barrage videos can watch and interact with others by commenting to possibly meet a few psychological needs. The audience of such videos may share similarities in age, background and interests, so they may develop a sense of identity and belonging. There is research, for example, that shows AcFun and Bilibili are home to the &#8220;quadratic element&#8221; genre enthusiasts, with its audience being mainly between 17 and 25 years old47,48. These two websites have set up an extremely strict membership review system in that membership is only granted after acing an entrance exam by answering questions such as &#34;What is the height of the heroine of the Thousands of Defenders in Hurricane Butler?&#34; &#34;How many cruisers have been dispatched by Gonon in the Battle of Rum?&#34; Such criteria basically weed out most of the &#34;heterogeneous&#34; audience who want to &#34;invade&#34; the group.
Related to this study, barrage video creates a sense of crowd watching, which is particularly meaningful for lonely individuals. Because the content of the barrage is highly related to the plot, and comments are immediate responses, it gives the audience an illusion of watching with others even though they may be watching alone physically. This sense of companionship has been shown to alleviate loneliness49.
Barrage videos can also afford entertainment of a different kind in that viewers are not only consuming but also creating video content by blending sometime serious film making with fun plays. Barrage viewers can also find a sanctuary away from reality50,51 in which they can vent their anxiety and engage in emotional catharsis in a safe environment52, or showcase their personalities, demonstrate narcissism by getting others&#8217; attention, and even bypass conformist norms in the real world53.
Viewing mechanism of lonely audience on barrage video 
Barrage video viewing is an ideal platform to study media use and loneliness for its emotional support afforded by the venue. In this study, the researchers find previous conceptualizations of media exposure to be inadequate and therefore offer an activation and match satisfaction model (AMSM) to explain the psychological underpinnings of viewing barrage, especially by loners. In previous research, there are two perspectives that explain media use. The deficiency paradigm holds that loners, for lack of companionship, would devote more cognitive resources to the barrage content during watching, to seek company and to compensate loneliness. The global-use paradigm maintains that media use is prevalent, and that it satisfies generic and interpersonal needs in general. So regardless of emotional state, all viewers would pay attention to barrage, and they obtain different gratifications54. However, AMSM posits that emotional content serves to activate lonely audiences&#39; interpersonal needs, and they would take initiatives to search for interactive and interpersonal communication elements, such as barrage content in the viewing process, and devote more attention to such components. The degree that these elements satisfy their emotional needs determines the degree of satisfaction they obtain.
In order to understand the mechanism of barrage video watching by lonely people, one needs to know the amount of cognitive resources that loners invest in different media content and how they satisfy their needs. However, such data cannot be reliably obtained by traditional participative reporting methods. Cognitive resources allocation operates consciously and subconsciously. It is a tall order that audience members articulate to which parts of content they invest more cognitive resources. To accomplish this, a suitable research methodology is needed to record the viewing process, and to distinguish the amount of attention to different parts of content, in addition to measuring the corresponding satisfaction from the viewing process.
For these reasons, this project tracked participants&#8217; eye movements, as measurements of attention and the degree of cognitive resources allocated. The follow-up Likert scale questions were designed to measure participants&#39; degree of satisfaction from exposure. Eye-tracking is a noninvasive technology that has high temporal and spatial resolutions, allowing recording while participants process continuous visual stimuli without distraction55,56. In this study, duration time and fixation counts are used as measures of attention. Duration time refers to the length of attention, and fixation count refers to the number of gazes at a particular area of the video material. Both of these eye movement indicators have been shown to be valid measures of processing thoroughness, reflecting the cognitive resources allocated by individuals57,58. Results of gaze probability, for example, allow researchers to infer attributes in the video that were important to the participant. For self-reported measures, the researchers use a 7-point Likert scale, asked and answered immediately after watching.
Based on arguments from previous explicated perspectives, the researchers designed a 2 (audience type) x 2 (ad appeal) x 2 (barrage) mixed experimental study and hypothesized the amount of attention that normal and lonely participants would pay to barrage video. Audience type (lonely and normal) was a between factor. Ad appeal had two levels, with either emotional ads or rational ads. Barrage also had two levels, denoting video that either had barrage or not. The last two were within subject factors. The general hypotheses were that lonely audience would pay more attention to emotional ads than to rational ads, and they would pay more attention to barrage than to non-barrage, whereas for normal audience, there was no such difference. Satisfaction ratings followed the same patterns. The Chen et al.59 original paper detailed all these hypotheses.

<table>
	<tbody>
		<tr>
			<td>eyetracker</td>
			<td>Tobii</td>
			<td>T60</td>
			<td></td>
		</tr>
		<tr>
			<td>questionnaire</td>
			<td></td>
			<td></td>
			<td></td>
		</tr>
	</tbody>
</table>

loneliness assuaged: eye-tracking an audience watching barrage videos

Researchers usually theorize media exposure based on assumptions of legacy media. However, a new interactive video viewing format, in this case barrage video where viewers&#8217; comments are overlaid over visual content, challenges past perspectives. This study proposes an activation and match satisfaction model to study viewing behaviors of lonely people and to challenge previous claims. It presents a protocol to examine the mechanism of how loners use barrage videos by combining eye tracking and self-report measures. Eye tracking documents the audience&#39;s conscious and subconscious watching behaviors in real time and allows for inference of the amount of allocated cognitive resources in response to rational and emotional content. The self-report gauges the amount of satisfaction obtained. Overall, results from the measures supported an activation and match satisfaction model regarding loners and their barrage video viewing behaviors. Implications are discussed.

Repeated measures MANOVAs were conducted using duration and fixation as dependent variables, which indicated attention. Results confirmed proposed hypotheses that lonely participants&#8217; gaze stayed on barrage longer than on non-barrage areas when the emotional ads were present. However, when the rational ads were viewed, there was no difference. Such data pattern did not replicate for the low loneliness participants, whose attention remained statistically non-significant when watching emotional ads and rational ads. ...

Watch this Scientific Journal Video about Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos at JoVE.com

Loneliness Assuaged: Eye-Tracking an Audience Watching Barrage Videos

The study proposes an activation-match model to study how loneliness is mitigated when a lonely audience watches barrage videos of rational and emotional appeals. The protocol uses eye tracking to document duration and fixation, accounting for the degree of satisfaction when emotional needs are appeased by content and barrage.

Researchers usually theorize media exposure based on assumptions of legacy media. However, a new interactive video viewing format, in this case barrage ...

During barrage video studies, the focus is on the emotional needs of the audience. We can use eye tracking to objectively track the proposed match at a satisfaction model. Eye tracking documents, watching behaviorals, allows the determination of where our audience is paying attention.We are watching rational and emotional and the barrage process and barrage content. Demonstrating the procedure will be Yao Shiwei, Liu Cong and Chen Ruixue;masters students from our laboratory. Before beginning an experiment, use the third edition of the UCLA scale of loneliness to allow categorization of the participants into lonely and normal groups, according to their score.Select emotional and rational appeal, one minute standalone video advertisements that do not require contextual information to comprehend. To ensure that the emotional and rational appeals are manipulated successfully, have non-participants view and rate a pool of preselected ads based on these appeals. To maximize manipulation, select videos with the highest scores in either category as the experimental stimuli.Use video editing software to convert the barrage into subtitles so that comments can be manually added to the video barrage area. The ready-made video can then be culled in the data collection process. To randomize the presentational effects, produce four presentation orders for the experiment.After selecting a commercial eye tracker, set the default setting for the tracker gaze sample rate at 60 Hertz per second. Attach the eye tracker to the computer and ask the participant to read and sign an informed consent form. When the participant has given consent, have the participant sit comfortably in front of the test computer and check and adjust the chair height as necessary so that the TV screen is at the participant's eye level.Inform the participant that a five-point calibration is necessary to achieve the highest accuracy in data collection and to track the participant's gaze within two degrees of accuracy and instruct the participant to sit still while following a moving red dot on the computer screen with both eyes, fixating on the dot when it stops. After the calibration, check the tracker software to see if the participant missed a calibration point and have the participant click the left mouse button to start a practice test. After the practice test start the main experiment and inform the participant that they will see a red plus sign in the middle of the screen for 500 milliseconds indicating the start of the experiment.Instruct the participant to watch the first video while the eye tracking is on. After the first video, have the participant complete the questionnaire that will automatically pop up. After completing the questionnaire, have the participant click the left mouse button and complete a battery of evaluative measures on their satisfaction with the video.After rating the first video, ask the participant if they would prefer to take a break or to continue on to another video. Then repeat the advertisement viewing and rating procedure seven more times before thanking, debriefing, and paying the participant for their time. To analyze the eye tracking data, slice the entire recording into eight segments corresponding to each ad watching segment.Each clip should contain the original ad and eye movement data. In the sliced video, use the tracker software to draw an area of interest to distinguish between the eye movement data in the barrage and non barrage areas. Then count the number of fixations for each video segment and separate them into barrage and non-barrage area of interest fixations.To calculate the eye fixation durations, compare the duration and number of fixations at the barrage area of interest relative to the entire scene to allow inference of where the participants were focusing and of which elements were being paid attention to while watching the videos. Then analyze the self-reported data to determine the participant's satisfaction toward each video. Repeated measure multi-variate analyses of variants can be conducted using duration and fixation as dependent variables to indicate attention.As confirmed by these results, lonely participants'gazes stay on barrage areas longer than all non barrage areas when emotional ads are presented. When rational ads are viewed, however, no such difference is observed. This pattern was not replicated for low loneliness participants whose attention remained statistically non-significant when watching emotional or rational ads.In addition, participants'satisfaction with the observed videos, largely replicated the duration and fixation results;with lonely audiences reporting a level of satisfaction when watching emotional ads over rational ads and with no statistical differences reported for either interaction in non-lonely audiences. The person who adds the barrage should be someone who watches the barrage videos, add the content and the format to be sure to conform to the characteristics of the normal barrage.

Research

JoVE Journal

Behavior

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