Page 96 - AC/E Digital Culture Annual Report

96the cerebral activity obtained via EEG or through means of functional magnetic res- onance imaging (fMRI). Numerous scienti c articles endorse measuring the activity of the central nervous system to construct the continuous emotional and discreet models.In scienti c literature, there are numerous articles that endorse the particularity of the central nervous system’s activity to construct both continuous and discreet emotional models using measures from these activities, either individually or in combination.Results that can be obtained with neurocultureNeuroculture uses wearable and wireless biosensors to allow for the natural monitoring of two of the most commonly used physiological activities by researchers aiming to distinguish emotions, namely:• Electrodermal activity (EDA): this is charac- terized by changes in the electric resistance of the skin, which depends on the amount of sweat present. The measurements most commonly used by researchers to distin- guish emotions are the skin conductance level (SCL), skin conductance response rate (nSRR) and the skin conductance amplitude (SCR).• Cardiovascular activity (ACV): this describes the changes in blood ow through our veins and arteries. The most commonly used measurements by researchers to distinguish emotions are the heartbeat (HR), the change of heartbeat (HRV) and systolic and diastolic blood pressure (SBP and DBP).The biosensor is placed in the phalanx of the ngers – the point on the body that gives the most reliable reading of electrodermal activity due to the high density of sweat glands in the zone – it is the position recommended by the Society for Physiological Research.On the other hand, given that in any study the participants move around and possibly distort the physiological measurements, a movement sensor has been added to the ring (a three axels accelerometer) that supports the other sensors. The innovative design of the biosensor – a type of ring – allows all the sensors to be in the same place and therefore estimate the movement more accurately. On account of this, it is possible to lter out ‘the noise’ produced by the signal and carry out studies in motion reliably, minimizing the loss of data.In addition, neuroculture uses a wearable and wireless headband that allows for simple moni- toring of cerebral activity (EEG).The headband is placed around the cranium and re ex arcs in the frontal and parietal zone. Its sensors are placed in such a way to allow for the measurement of cerebral responses in the areas related to the emotions and the cognitive processes and it is not necessary to apply any conductor gel. The headband is designed for maximum reliability (with a sampling frequency of 256 Hz), without sacri cing any of the speed of putting it on (it can be put on in around 120 seconds) or comfort in wearing it. Thanks to the headband, it is possible to monitor:• Emotional valence: the positive-negative ow of the emotion. It registers the level of attraction and rejection and varies from a feeling of positive/ pleasure to one of negative/ displeasure.• Attention: mental involvement. It registers the voluntary application of the mental activity of the senses and varies from a blank mind to complete attention.• Engagement: personal relevance. It registers the personal relevance of the content and varies from irrelevant to highly relevant.• Memorization: index of retention. It registers the level of storage, coding and retention in the memory.WHERE ART MEETS NEUROSCIENCE · XIMO LIZANASmart culture. Analysis of digital trends