Page 91 - AC/E Digital Culture Annual Report

in the Neuromarketing eld and experiments receiving institutional and European funding with a view to generating research mainly linked to health, cognitive learning, disabilities and the study of the nervous system in relation to human behavior.There have also been a number of neuroscience forums, including the conference organized by the Spanish Society of Neuroscience in Alicante this year, and the seminars run by the Telefónica Foundation called Neuro Whaaaaat?, not to mention the incredible neuromarketing confer- ences organized by Mónica Deza in the City of Arts and Sciences in Valencia.Also available is the Authors Map of Neurosci- ence http://bac.fundaciorecerca.cat/neurosci- ence in which a broad spectrum of proposals by institutions have been documented in a research context – the only reference list of its kind in Spain that we know of.Distancing ourselves from the controlled environment of the laboratory allows us to experiment using authentic subjects and authentic situations, enabling us to o er far more conclusive results.In this sea of mini neuroscience companies, there is incredible variety. There are those focusedon attracting funds to research subjects in “an academic context” and there are “international projects” or long-term and extensive European projects whose activity usually culminates in scienti c article or ‘a paper’ and then there are analytical-empirical exhibitions which are often not conclusive, coming as they do from a special- ized study with a clear research vocation.The small and medium-sized start-ups are often launched by university researchers who wantto apply their systems to ordinary life for much more direct and speci c results, generating increasingly more advanced ‘bug xes’ and beta versions. We identify with this kind of company for two reasons: the obsolescent nature oftechnology and the viral nature of information in a global context. Distancing ourselves from the controlled environment of the laboratory allows us to experiment using authentic subjects and authentic situations, enabling us to o er far more conclusive results that are easily under- stood by those who need them, such as museum curators.The introduction of new techniques with elec- troencephalogram (EEG) rhythms in analyzing how a work of art is perceived allows human perception to be explored from the perspective of the integration of groups of neural networks and the resulting feedback measured by the sensors. The rhythms of neural discharge that create these groups can connect with each other by forming functional and transitional units in various areas of the brain – interrelation that is captured by the EEG sensors. This data, com- bined with the vision vectors of the eye-tracking system and the bio-rhythms captured by diverse biosensors, gives us a series of inputs that – once sifted and separated by applying adequate interpretation and eliminating ‘the noise factor’ – establish a series of primary links between the individual, the work of art and the environment. This, in turn, makes it relevant to exhibiting and storytelling, with regard to the commissioning of the exhibition.Understanding cognitive mechanismsThe relationship between primary cognitive and learned cognitive is the true basis of neuroscience, as is the relationship between the structures and the neural zones relating to human knowledge and linguistics.Neuroscience is everything that refers to under- standing and how the brain interprets external inputs and assimilates them inside its own neural uctuation network, processing the acquired knowledge.AC/E DIGITAL CULTURE ANNUAL REPORT 201791Smart culture. Analysis of digital trends