Experience virtual reality, identify emotions, examine eye tracking and brain wave activity - these are just some of the measurements that UW researchers will be able to perform with modern Media Analysis Center equipment. CAM is a research and development laboratory which will carry out advanced tests, not yet conducted in Central and Eastern Europe. CAM was founded at the Faculty of Journalism, Information and Book Studies of the University of Warsaw.
UW researchers want to see how we respond to the reception of a variety of media content - from text, graphics, photos, posters, spots to movie sequences, and finally, the experience of virtual and augmented reality. Available only to some of the world's top universities (Stanford University, Harvard University, MIT), iMotions is a system that monitors and analysis audiovisual media reports. This system allows for biometric measurements (physiological changes occurring in the study) and most importantly - integrating them on a single time axis in the same integrated development environment. Up to now, it has been possible to carry out some of these measurements, but not to point them directly in one perspective - with modern software, more accurate and reliable biometric and human behavioral studies can be obtained and integrated.
Professor Wayne Wanta will be a guest at the Faculty of Journalism, Information and Book Studies at the University of Warsaw. October 17 at 12.00, in the Column Hall of the building at ul. Bednarska 2/4, the media researcher will give a lecture "Trump's Troublesome Twitter Tweets: Alternative Facts and Mass Comm Theory."
About the lecture
U.S. President Donald Trump has created several challenges for the news media. He avoids the news media by taking his messages directly to the public through his use of twitter. The media are further frustrated because the President is not available when his tweets are inaccurate. This new President-press relationship can be explained by several mass communication theories. The theories point to a possible option for the mass media to hold the president accountable for his statements.
Wayne Wanta is a Research Foundation Professor in the Department of Journalism at the University of Florida. He is a past president of Association for Education in Journalism & Mass Communication, and twice represented AEJMC as a delegate to the World Journalism Education Congress. He has lectured and presented papers in more than 40 different countries, including as a Fulbright Scholar in Iceland. He has written more than 180 research articles and papers, many in the area of political communication and media effects. He also has eight books. He is well known for his mentoring of students and faculty, having written papers and articles with 94 coauthors. He currently serves on the editorial boards of nine journals and previously served on the journalism education accrediting council.
The Media Analysis Center and the Laboratory of Media Studies is implementing a grant from the Ministry of Science and Higher Education, which improves faculty equipment with advanced human biometric machinery
Currently purchased research equipment allows, among others: For eyetracking data recording through the eyetracker (high frequency): SMI RED500 System (500 Hz) and Tobii Pro Glasses 2 (100 Hz). We have also a Shimmer3 GSR + UnitGSR + (Galvanic Skin Response) measurement tool to measure the emotions and commitment of the respondent depending on the presented stimulus. Alternative emotion measurement is possible through facetracking with specialized software Affectiva. Biometric data is supplemented by the Shimmer3 ECG and EMG Unit, which performs electromyographic and electrocardiogram measurements.