DOI: http://dx.doi.org/10.12804/disertaciones.09.02.2016.08

Media Psychology y su aproximación a la psicofisiología: una disciplina para analizar los procesos mediáticos

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Emma Rodero, Olatz Larrea, Lluis Mas

Resumen


Esta propuesta tiene como objetivo presentar Media Psychology como una disciplina en los estudios de comunicación que busca analizar y entender la respuesta o reacción de los individuos cuando se exponen a mensajes mediáticos. Así pues, el objetivo principal de este artículo es explicar la concepción y evolución de esta disciplina y, especialmente, cómo se puede aplicar a la comunicación. En particular, este análisis se centrará en el paradigma psicofisiológico que puede enmarcarse dentro de esta disciplina. Este paradigma aplicado a la comunicación se centra en estudiar el procesamiento cognitivo y emocional de los individuos por medio de la medición de las respuestas psicofisiológicas del cuerpo durante su exposición a los mensajes mediáticos: ritmo cardíaco, conducción de la piel, movimiento muscular o dilatación de las pupilas, entre otros parámetros. Los datos obtenidos por medio de estos instrumentos se pueden complementar con diferentes escalas, técnicas cualitativas o mediciones de comportamiento que permiten ofrecer una visión más completa de la experiencia de los individuos expuestos a mensajes mediáticos.


Palabras clave


Media Psychology; psicofisiología; procesamiento de información; procesos mediáticos

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