Emotions in archetypal media content

246 Pages·2017·5.67 MB·English

Emotions in archetypal media content
Citation for published version (APA):
Chang, H. (2014). Emotions in archetypal media content. [Phd Thesis 1 (Research TU/e / Graduation TU/e),
Industrial Design]. Technische Universiteit Eindhoven. https://doi.org/10.6100/IR776484
DOI:
10.6100/IR776484
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Published: 01/01/2014
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Emotions in ArchEtypAl mEdiA contEnt
Huang-Ming CHang
Chang, Huang-Ming
Emotions in archetypal Media Content / by Huang-Ming Chang. -Eindhoven:
Technische universiteit Eindhoven, 2014.-Proefschrift-
a catalogue record is available from the Eindhoven university of Technology library
iSBn 978-90-386-3663-4
Keywords: Emotion / unconscious / Psychology / archetype / Media /
(cid:36)(cid:895)(cid:72)(cid:70)(cid:87)(cid:76)(cid:89)(cid:72)(cid:3)(cid:38)(cid:82)(cid:80)(cid:83)(cid:88)(cid:87)(cid:76)(cid:81)(cid:74)(cid:3)(cid:18)(cid:3)(cid:3)(cid:40)(cid:80)(cid:82)(cid:87)(cid:76)(cid:82)(cid:81)(cid:68)(cid:79)(cid:3)(cid:39)(cid:72)(cid:86)(cid:76)(cid:74)(cid:81)
Latex typesetting and cover design: Huang-Ming Chang
Copyright © 2014 by Huang-Ming Chang
EMOTIONS IN ARCHETYPAL MEDIA CONTENT
PROEFSCHRIFT
ter verkrijging van de graad van doctor aan de
Technische Universiteit Eindhoven, op gezag van de
rector magnificus prof.dr.ir. C.J. van Duijn, voor een
commissie aangewezen door het College voor
Promoties, in het openbaar te verdedigen op dinsdag
16 september 2014 om 16:00 uur
door
Huang-Ming Chang
geboren te Taichung, Taiwan
Dit proefschrift is goedgekeurd door de promotoren en de samenstelling van de
promotiecommissie is als volgt:
voorzitter: prof. dr. ir. A.C. Brombacher
1e promotor: prof. dr. M. Rauterberg
2e promotor: prof. dr. M. Díaz (Universitat Politècnica de Catalunya)
co-promotor: dr. W. Chen
leden: prof. dr. A. Català (Universitat Politècnica de Catalunya)
prof. dr. L.-L. Chen
prof. dr. ir. L.M.G. Feijs
prof. dr. E.S.H. Tan (Universiteit van Amsterdam)
This   dissertation   was   produced   under   Erasmus   Mundus   Joint   Doctorate  
Program   in   Interactive   and   Cognitive   Environments.   The   research   was  
conducted  towards  a  joint  double  PhD  degree  between  the  following  partner  
universities:  
TECHNISCHE  UNIVERSITEIT  EINDHOVEN  
UNIVERSITAT  POLITÈCNICA  DE  CATALUNYA
Acknowledgments  
This  PhD  Thesis  has  been  developed  in  the  framework  of,  and  according  to,  
the   rules   of   the   Erasmus   Mundus   Joint   Doctorate   on   Interactive   and  
Cognitive  Environments  EMJD  ICE  [FPA  n°  2010-­‐‑0012]  with  the  cooperation  
of  the  following  Universities:  
Alpen-­‐‑Adria-­‐‑Universität  Klagenfurt  –  AAU  

Queen  Mary,  University  of  London  –  QMUL  

Technische  Universiteit  Eindhoven  –  TU/e  

Università  degli  Studi  di  Genova  –  UNIGE  

Universitat  Politècnica  Catalunya  –  UPC  

According  to  ICE  regulations,  the  Italian  PhD  title  has  also  been  awarded  by  
the  Università  degli  Studi  di  Genova.
SUMMARY
Emotion is an intriguing and mysterious psychological phenomenon. While everyone
seemstoknowwhatitis,researchershavenotyetcometoconsensusonitsdefinition,and
many questions still remain unanswered. While the nature of emotion is yet to discover,
the design community has noticed is importance, and poses the challenge of how emotion
could inform design. We see the necessity to follow the state of the art in psychology and
initiate the undertaking by exploring the emotional qualities in various types of media
content. The first part of this thesis aims at constructing a theoretical framework. Recent
yearshaveseenempiricalstudiessuggestthatemotioncouldbeunconscious.Whilethisis
to be further justified, scientists are motivated to reconsider current theories of emotion to
accountforthisphenomenon.Inlightofthis,weintegratethesestudiesaboutunconscious
emotion into our literature review. An overview from theory to practice is illustrated to
provide a reference for viewing the current states in application domains, such as affec-
tive computing and emotional design. This review offers a holistic understanding about
emotion from various perspectives, which allow us to look for new directions in future
studies.
Based on our review, we see a promising direction by applying psychoanalysis meth-
ods to analyze the media content as affective stimuli, and these stimuli can be evaluated
by using quantitative measures to investigate the connection between the content and the
corresponding emotions. The analysis on the media content is based on a psychoanalysis
theory—the theory of archetypes—proposed by Carl Jung. He argues that there exists a
universal pattern in humans’ unconscious thoughts, which can be manifested as symbolic
content in various forms of narratives, such as myth and fairy tales. Today, this archetypal
symbolic content can be seen in modern media, particularly in movies. By applying the
Jungian approach, we analyzed the symbolic meaning in movie scenes and edit these fea-
ture scenes into a collection of archetypal media content, which serve as the experimental
materials for later explorations.
In the second part of this thesis, we present three experimental studies that aim at de-
termining if archetypal media content can be differentiated based on emotional responses.
We adopted the psychoanalytical approach described earlier to collect feature scenes in
movies as archetypal media content. Meanwhile, affective stimuli of explicit emotions are
also included as benchmarks for comparison, such as sadness and joy. Self-reports and
physiological signals are both adopted for measuring emotional responses. These three
studies follow similar experimental design: presenting stimuli and measuring emotion
concurrently. The results of these studies confirm that emotions induced by archetypal
content are different from explicit emotions, and the statistical analysis further indicate
that the predictive model obtained from physiological signals outperforms the model gen-
erated from self-reports while viewing archetypal media content. These results, however,
are opposite to the results gained from affective stimuli of explicit emotions, leading us
to the conclusion that archetypal media content might induce unconscious emotions, and
physiologicalsignalsaremoreeffectivethanself-reportsforrecognizingemotionsinduced
by archetypal media content.
v
In the third part of this thesis, we explore how archetypal media content could inform
design for media. First, we conducted two studies to answer the research question that if
designers could generate richer affective content by mood boards when they are exposed
to archetypal media content, comparing to non-archetypal media content. In these studies,
designers were asked to create mood boards based on their emotional experience about
archetypal film clips. Next, we used qualitative and quantitative questionnaires to collect
subjects’ opinions about these mood boards and the media content. The results show that
archetypal mood boards are more attractive than non-archetypal mood boards. Further-
more,theinter-ratercorrelationamongthesemoodboardsisremarkablyhigh,suggesting
thatmoodboardscanbeauniversaltoolforrepresentingemotionalexperience.Therefore,
we developed a set of applications for recording and representing emotional experiences
for media content by generating mood boards. The context of use is explained and a case
studyispresentedfordemonstration.Sincearchetypalcontentismainlymanifestedinnar-
ratives, another promising direction is to develop emotion-driven media systems. While
traditional narratives usually follow a linear storyline, emotion-driven media provides a
dynamic, recursive, viewer-dependent media experience. We propose a conceptual frame-
work and look forward to future development.
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PUBLICATIONS
JOURNALS
1. Chang, H.-M., Ivonin, L., Diaz, M., Catala, A., Chen, W., & Rauterberg, M. (2013).
From mythology to psychology: Identifying archetypal symbols in movies. Tech-
noetic Arts, 11(2), 99–113. doi: 10.1386/tear.11.2.99_1
2. Ivonin, L., Chang, H.-M., Chen, W., & Rauterberg, M. (2013). Unconscious emotions:
Quantifying and logging something we are not aware of. Personal and Ubiquitous
Computing, 17(4), 663–673. doi: 10.1007/s00779-012-0514-5
3. Chang, H.-M., Ivonin, L., Diaz, M., Catala, A., Chen, W., & Rauterberg, M. (in press).
Unspoken emotions in movies: The basis of emotion-driven storytelling systems.
Informatik-Spektrum.
4. Chang, H.-M., Ivonin, L., Diaz, M., Catala, A., Chen, W., & Rauterberg, M. (in press).
Enacting archetypes in movies: Grounding the unconscious mind in emotion-driven
media. Digital Creativity.
5. Ivonin, L., Chang, H.-M., Diaz, M., Catala, A., Chen, W., & Rauterberg, M. (in press).
Beyond cognition and affect: sensing the unconscious. Behaviour and Information
Technology.
6. Chang, H.-M., Ivonin, L., Chen, W., & Rauterberg, M. (n.d.). From symbolic mean-
ings to emotions: A new strategy for selecting affective stimuli to discover unknown
emotions. Psychological Reports. Under review.
7. Chang, H.-M., Ivonin, L., Diaz, M., Catala, A., Chen, W., & Rauterberg, M. (n.d.).
Makingsenseofunconsciousemotions:Approachesandchallenges.Personalityand
Social Psychology Review. Under review.
8. Ivonin, L., Chang, H.-M., Diaz, M., Catala, A., Chen, W., & Rauterberg, M. (n.d.).
Tracesofarchetypalexperiencesinintrospectivereportsandphysiologicalresponses.
PLOS ONE. Under review.
9. Ivonin, L., Chang, H.-M., Diaz, M., Catala, A., Chen, W., & Rauterberg, M. (n.d.).
ArcheSense: A tool for evaluation of affective experience. ACM Transactions on
Computer-Human Interaction. Under review.
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