Page 95 - AC/E Digital Culture Annual Report

network is also present when we evoke the memory of someone we know, which falls into the category of social cognition. This is the network that allows us to imagine.3. Salience NetworkThis network has key nodes in the insular cortex and combines all the stimuli to make the connection between the exec- utive network impulses and the creative network impulses uid.Now that the main ideas that put art and neuro- science in context are described, we move on to describing our own case study in more detail.Introduction to the neuroculture experiment: Neuroscience and emotionsIn a scienti c article published in 1884 in a journal called Mind, William James came up with the idea that the physiological and behavioral responses of the human body were produced by the subjective experience of the emotions.These physiological responses – referred to as di erent bodily expressions – show di erentpatterns for each emotional experience. Ever since, James’s paradigm has inspired numerous scientists to focus their research on understand- ing the relation between emotions and the activity of the autonomic nervous system. But rst, we need to understand what we are trying to measure (model) and how we can measureit – the activity that is measured to arrive at the model.• Structural model of emotion: there are two main alternatives in the structural model representing emotion: the discreet model– joy, satisfaction, anxiety, fear etc., and the continuous valence electron model of activation-control (the valence electron is otherwise known as hedonic tone or plea- sure and displeasure while activation is the level of excitability and control is the level of energy). The continuous basic emotion model then becomes obvious (valence activation) along with an approximation to its corresponding discreet model.Translation of diagram: Emotional stimulus (brand, product, advert etc). (Diagram 1) Physiological emotional response. UNCONSCIOUS. Re ected by changes in the somatic state. Neuroscience. (between diagrams) Rationalization (conscience) (Diagram 2) Emotional feeling. PARTLY CONSCIOUS. Feeling re ected by conscious thoughts. Other techniques for researching markets (focus groups, interviews etc.)Translation of words in diagram: (Outside circle) Intense, unpleasant, gentle, pleasant. (Inside circle clockwise from intense). Amazed, excited, amused, happy, thrilled, content, pleased.In agreement, satis ed, serene, relaxed, calm, tranquil, sleepy, tired. Despondent, bored, melancholy, depressed, sad, dejected. Anxious, frustrated, annoyed, tense, angry, frightened, alarmed.• Activity measured to characterize physiological responses: the activities that characterize the researchers’ most com- monly used physiological responses are the electrodermal activity (EDA), cardiovascular activity (ACV), respiratory activity (RA) andAC/E DIGITAL CULTURE ANNUAL REPORT 201795