While a few years ago, politicians gained the favor of the electorate through active local campaigning, attendance at various events, or material incentives for voters, today the trends have changed somewhat and moved towards significant savings in financial, political, and human resources.
In the world of nanotechnology, there are already other ways to influence society with a guaranteed result of favor.
The Ukrainian Institute for Conservative Research and Innovation (UICSI) conducted a study to test the impact of visual methods of transmitting information on human consciousness and reaction, and thus to see the processes of cognition and information processing using modern technologies.
For this study, a number of videos with political advertisements were selected. Each of the invited respondents was shown the video and several methods of data collection were used at once, including:
- IP tracking – for a detailed analysis of the process of video perception.
- GSR – to analyze the level of emotional arousal while watching a video.
- fMRI – for detailed quantitative and qualitative analysis of brain activity during the process.
- Surveys – to analyze the awareness of reactions to the video.
According to Bohdan Batsak, the head of the research team and an expert at UICDI, it was found that the video used had the same effect on the brains of different people: the first seconds of the video are perceived calmly, and from 21 to 26 seconds there is an increase in interest and excitement, especially when key issues are covered. Then calmness comes again, and in the last seconds of the video, the emotions become more intense again.
It is worth noting that the use of fMRI methods allows us to analyze the functioning of the cortex and deep structures of the brain while watching a video. The study also showed that the human brain is influenced not only by words and tone of voice, but also by well-chosen colors, clothing, and location.
In conclusion, a properly and competently constructed video in the modern world of political technology can be a great advantage in any election race.