| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 101 === 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.
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