Exploring visual experiments : measuring multimodal messages in laboratory research
(2018) p.177-191- Abstract
- This chapter discusses a wide range of arguments that critically reflects on the use of experiments as method in visual strategic communication research. Methodological improvements and additional psychological research are needed in the interpretation of multimodal messages to facilitate the development of valid measures of content in research. The chapter presents a brief overview of controlled experiments in a laboratory setting. Experimental visual communication research offers a possibility to measure both the conscious and the unconscious in a research lab, where traditional multimodal methods are combined with laboratory research equipment for measuring psychological signals probing emotional responses. The chapter examines the... (More)
- This chapter discusses a wide range of arguments that critically reflects on the use of experiments as method in visual strategic communication research. Methodological improvements and additional psychological research are needed in the interpretation of multimodal messages to facilitate the development of valid measures of content in research. The chapter presents a brief overview of controlled experiments in a laboratory setting. Experimental visual communication research offers a possibility to measure both the conscious and the unconscious in a research lab, where traditional multimodal methods are combined with laboratory research equipment for measuring psychological signals probing emotional responses. The chapter examines the nature and value of usability research, and the elements of an effective website analysed in laboratory environments. It is becoming obvious that laboratory research employing multimodal analysis techniques can address essential issues of how to measure and customize strategic communication efforts. (Less)
- Abstract (Swedish)
- This chapter discusses a wide range of arguments that critically reflects on the use of experiments as method in visual strategic communication research. Methodological improvements and additional psychological research are needed in the interpretation of multimodal messages to facilitate the development of valid measures of content in research. The chapter presents a brief overview of controlled experiments in a laboratory setting. Experimental visual communication research offers a possibility to measure both the conscious and the unconscious in a research lab, where traditional multimodal methods are combined with laboratory research equipment for measuring psychological signals probing emotional responses. The chapter examines the... (More)
- This chapter discusses a wide range of arguments that critically reflects on the use of experiments as method in visual strategic communication research. Methodological improvements and additional psychological research are needed in the interpretation of multimodal messages to facilitate the development of valid measures of content in research. The chapter presents a brief overview of controlled experiments in a laboratory setting. Experimental visual communication research offers a possibility to measure both the conscious and the unconscious in a research lab, where traditional multimodal methods are combined with laboratory research equipment for measuring psychological signals probing emotional responses. The chapter examines the nature and value of usability research, and the elements of an effective website analysed in laboratory environments. It is becoming obvious that laboratory research employing multimodal analysis techniques can address essential issues of how to measure and customize strategic communication efforts. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/d155240b-b60f-46ee-bb0a-893113222777
- author
- Fagerholm, Anna-Sara LU and Göransson, Karina
- alternative title
- Utforskandet av visuella experiment
- publishing date
- 2018-04-06
- type
- Chapter in Book/Report/Conference proceeding
- publication status
- published
- subject
- host publication
- Visual public relations : strategic communication beyond text - strategic communication beyond text
- edition
- 1
- pages
- 15 pages
- publisher
- Routledge
- external identifiers
-
- scopus:85048695480
- ISBN
- 9781315160290
- language
- English
- LU publication?
- no
- id
- d155240b-b60f-46ee-bb0a-893113222777
- alternative location
- https://www.taylorfrancis.com/chapters/edit/10.4324/9781315160290-10/exploring-visual-experiments-anna-sara-fagerholm-karina-g%C3%B6ransson?context=ubx&refId=cb43aba1-bc8c-484a-aa44-0dea7572c329
- date added to LUP
- 2024-06-01 09:57:37
- date last changed
- 2024-06-06 04:02:25
@inbook{d155240b-b60f-46ee-bb0a-893113222777,
abstract = {{This chapter discusses a wide range of arguments that critically reflects on the use of experiments as method in visual strategic communication research. Methodological improvements and additional psychological research are needed in the interpretation of multimodal messages to facilitate the development of valid measures of content in research. The chapter presents a brief overview of controlled experiments in a laboratory setting. Experimental visual communication research offers a possibility to measure both the conscious and the unconscious in a research lab, where traditional multimodal methods are combined with laboratory research equipment for measuring psychological signals probing emotional responses. The chapter examines the nature and value of usability research, and the elements of an effective website analysed in laboratory environments. It is becoming obvious that laboratory research employing multimodal analysis techniques can address essential issues of how to measure and customize strategic communication efforts.}},
author = {{Fagerholm, Anna-Sara and Göransson, Karina}},
booktitle = {{Visual public relations : strategic communication beyond text}},
isbn = {{9781315160290}},
language = {{eng}},
month = {{04}},
pages = {{177--191}},
publisher = {{Routledge}},
title = {{Exploring visual experiments : measuring multimodal messages in laboratory research}},
url = {{https://www.taylorfrancis.com/chapters/edit/10.4324/9781315160290-10/exploring-visual-experiments-anna-sara-fagerholm-karina-g%C3%B6ransson?context=ubx&refId=cb43aba1-bc8c-484a-aa44-0dea7572c329}},
year = {{2018}},
}