Detecting emotion: Media audience studies with a new paradigm


6:00 PM - 7:30 PM


  • Time: 18:00-19:30
  • Date: Monday, 1st November 2021
  • Venue: HS436


Audience’s emotions are difficult to measure, especially with traditional methods, which very much rely on self-report of the participants. With the rapid development of AI technology, we try to explore new ways of measuring audience emotion scientifically. In our exploratory study, an electroencephalogram (EEG) with a rating task was used to investigate how actor types (e.g., skilled professionals vs “publicity” actors) in patriotic movies modulate the audience’s willingness to watch a film and their emotional responses. This study is the first to employ neuroscientific technology to study movie casting, which advances film studies with careful scientific measurements and a possible new direction.


Dr Lian Zhu, Associate Professor, is the Deputy Dean to the School of Journalism and Communication, Shanghai International Studies University and Deputy Secretary of the International Communication Committee for Visual Art (ICCVA). Her main research interests include intelligent communication, film and television studies, and audience studies, with particular attention to the influence of intelligent technologies on the audience’s behaviour and their emotions. Her current work focusses on the new research paradigm of multi-level measurement of audience emotion in this intelligent era.

You may be interested.