Title Page
Abstract
Contents
I. Introduction 15
1.1. Research Background and Purpose 15
1.2. Research Content and Methodology 19
1) Experimental study on visual perception. 20
2) EEG measurement experiment study. 22
1.3. Structure of the Thesis 24
II. Literature review 27
2.1. The Origins of McLuhan's Theory 29
2.2. Explaining Hot Media and Cool Media 39
2.3. Sensory Ratio 53
2.4. The Phonetic Alphabet and Written Culture 61
2.5. Visual Spaces and Acoustic Space 68
2.6. Audile-tactile Sense 75
2.7. The Historical Evolution of the Media and Hot and Cool 80
III. Brain and the Media 91
3.1. McLuhan Brain and the Media 92
3.2. General Research Areas Related to Media and Brain Research 97
1) Smartphones, social media, and the brain attention networks. 99
2) Transmedia or cross platform programming, multiple media, interactive screen media. 100
3) Television and video games, media addiction, and internet gaming disorde.r 101
3.3. EEG 102
1) EEG and Preceding datasets. 102
2) Neural characteristics and functions of brain regions. 106
3) Oscillation of brain waves. 111
IV. Methodology and Experiment design 116
4.1. Research Design 116
1) Areas of research. 117
2) Research contents and hypotheses. 122
4.2. Experiment design 123
1) Stimuli. 123
2) Apparatus and Experimental environment. 126
3) Participants. 128
4) Procedure. 128
5) Signal processing. 129
V. Results 130
5.1. EEG measurement results 130
1) Brainwaves response outcomes in frontal areas. 134
2) Brainwaves response outcomes in central areas. 141
3) Brainwaves response outcomes in parietal areas. 148
5.2. Eye-tracking metrics measurement results 156
VI. Conclusion 162
6.1. Discussion 162
6.2. Implications 165
6.3. Limitations and future research directions 168
References 170
개요 192
Appendix 197
Table 1. The development of media technology in the world 1911-1964. 30
Adapt from 'Conception Redefinition and Significance Research on Media Cool and Hot' 30
Table 2. Characteristics of hot and cool media. 48
Table 3. Characteristics of media development process. 85
Table 4. Comparison of various datasets for researches related to vision/auditory information. 105
Table 5. Function of the brain lobes. 108
Table 6. Features of the brain waves. 111
Table 7. The brain lobes, waves and EEG electrode position. 121
Table 8. EEG Measurement indicators. 122
Table 9. Eye-tracking Measurement indicators. 122
Table 10. Classification of experimental stimuli. 125
Table 11. Properties of experimental stimuli. 125
Table 12. The descriptive statistics of relative alpha, beta and gamma power and the respective results of ANOVAs in terms of P-value (p). 132
Table 13. Graphical representation of mean relative alpha, beta and gamma power in each classification group. 133
Table 14. Hypothesis testing area. 134
Table 15. The descriptive statistics of relative alpha (α) power in the frontal lobe. 136
Table 16. The descriptive statistics of relative beta (β) power in the frontal lobe. 137
Table 17. The descriptive statistics of relative gamma (γ) power in the frontal lobe. 138
Table 18. The statistics of the main effect and interaction effect on relative alpha, beta and gamma power and the respective results of ANOVAs in terms of P-value (p). 139
Table 19. The descriptive statistics of relative alpha (α) power in the central areas. 143
Table 20. The descriptive statistics of relative beta (β) power in the central areas. 144
Table 21. The descriptive statistics of relative gamma (γ) power in the central areas. 145
Table 22. The statistics of the main effect and interaction effect on relative alpha, beta and gamma power and the respective results of A NOVAs in terms of P-value (p). 146
Table 23. The descriptive statistics of relative alpha (α) power in the parietal lobe. 150
Table 24. The descriptive statistics of relative beta (β) power in the parietal lobe. 151
Table 25. The descriptive statistics of relative gamma (γ) power in the parietal lobe. 152
Table 26. The statistics of the main effect and interaction effect on relative alpha, beta and gamma power and the respective results of A NOVAs in terms of P-value (p). 153
Table 27. The Visual parameters differences in hot and cool media reading. 158
Figure 1. Structure of the thesis. 26
Figure 2. Characteristics of the right and left hemispheres of the brain. Adapt from 'the Brain and the Media: The. Journal of Communication', by McLuhan, M.(1978) 93
Figure 3. The cerebral cortex. 108
Figure 4. Research Design. 116
Figure 5. Functional framework of cognition. 117
Figure 6. EEG electrode position diagram. 121
Figure 7. EEG and eye-tracking Apparatus. 127
Figure 8. Subject distribution and hot and cool statistical differences in AOI 1. 159
Figure 9. Subject distribution and hot and cool statistical differences in AOI 2. 160