Otwarcie CAM 1Experience 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.

 

 

Researchers will use, among others the Affectiva (Facial Expression Analysis Engine), that can be used to monitor the facial muscles that allow us to read the basic emotions of a respondent, such as when viewing an ad or reading a text. The Shimmer3 GSR + UnitGSR + (Galvanic Skin Response) allows for galvanic skin reaction tests, while the Shimmer3 ECG and EMG Unit measures and records the pathway of electrical impulses generated by (respectively) cardiac muscle and contractions of other muscle muscles. With these devices we can follow the respondent's involvement at the time of receiving the stimulus. Another device, the B-Alert X24 EEG Headset System, allows wireless and non-invasive bioelectric brain scanning using an electroencephalograph. CAM also has extensive and modern eye tracking equipment (including the Tobii Pro Glasses 2 - 100 Hz mobile eye-tracker and the  RED500 System), which allows you to track the eye movements of a respondent, such as a website, an advertising spot or an exhibition shelf in the shop. Such tools can be used to validate and supplement the respondent's declarations made by traditional methods (such as questionnaires or in-depth interviews).

Source: Polish Press Agency

In addition, researchers from the Media Analysis Center will focus primarily on the study of human activity in virtual and augmented reality. For the needs of such experiments, a specially designed VR arena was created, equipped with state-of-the-art virtual reality testing equipment (Oculus Rift VR Headset, HTC Vive, SONY PlayStation VR, Headset with eye tracking). The CAM team wants to see what capabilities and cognitive limitations are associated with VR and AR technology. CAM has already partnered with several commercial entities that want to work together with scientists to improve their products and build research and development standards for this rapidly growing industry.

 In addition to the standard media content, CAM will also be analyzing the behavior of the human being while participating in games - it is known that games as a kind of social practice colonize more spaces in our lives. a tool for teaching and developing an organization. That's why CAM has created multimedia playrooms with PlayStation 4 PRO 1TB and XBOX One S 2TB Limited Edition consoles and organized spatially in such a way as to allow observers to observe the behavior and emotional reactions of the player through a gauge or a GSR.

Media Analysis Center put the University of Warsaw as the leader of Polish universities - says profesor Janusz Adamowski, Dean of the Faculty of Journalism, Information and Book Studies of the University of Warsaw. - Biometric research is the future of media analysis and we want to explore it. It is also important that this infrastructure will allow us to commercially exploit research, because in this shape we can propose innovative research meeting the requirements of modern technologies - adds profesor Janusz Adamowski.

 Source:  WDIB

The CAM facilities complement the existing Laboratory od Media Studies (founded in 2013, including CATI studio, focus room, eye-tracking equipment, web-crawlers). The CAM UW and LBM UW interdisciplinary teams are a group of media experts, linguists, psychologists, sociologists, folkists, informatologists, engineers, programmers, political scientists and statisticians. Each member of the team has many years of experience in conducting both scientific and commercial projects.

CAM is coordinated by: professor Dariusz Kuźmina (Deputy Dean for Finance, WDIiB UW), PhD Tomasz Gackowski and PhD Karolina Brylska. CAM UW was created at the Faculty of Journalism, Information and Book Studies of the University of Warsaw thanks to the Ministry of Science and Higher to cover restructuring costs for the years 2017-2018 of over PLN 2 million (Decision No. 223335 / E-343 / R / 2017 of 1.03.2017).

Additional information:

PhD Tomasz Gackowski

tomasz.gackowski@lbm.uw.edu.pl

tel. 22 55 23 943

PhD Karolina Brylska

karolina.brylska@lbm.uw.edu.pl

tel. 22 55 23 943

MA Mateusz Patera

mateusz.patera@lbm.uw.edu.pl

tel. 22 55 23 943

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