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Narrative predicts cardiac synchrony in audiences.

Hugo Hammond1,2, Michael Armstrong3, Graham A Thomas3

  • 1School of Psychological Science, University of Bristol, Bristol, UK. hugo.hammond@hotmail.co.uk.

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High-level narrative content, not low-level audio-visual features, drives audience physiological synchrony. This study shows story elements alone align heart rates, enhancing collective engagement with media.

Keywords:
AudiencesImmersionNarrativePhysiological synchronyStory

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Area of Science:

  • Cognitive Neuroscience
  • Media Psychology
  • Human-Computer Interaction

Background:

  • Audio-visual media synchronizes audience neural, behavioral, and physiological responses, indicating collective attention.
  • The specific media properties driving this strong engagement, particularly distinguishing between low-level features and narrative content, remain unclear.

Purpose of the Study:

  • To investigate whether narrative content alone can drive physiological synchrony in audiences.
  • To quantify the relative contributions of narrative versus low-level audio-visual features to physiological synchrony.

Main Methods:

  • Participants experienced the same narrative content presented in separate modalities (visual-only or audio-only) to decouple narrative from low-level features.
  • Heart rate synchrony was measured and compared with computed visual and auditory perceptual saliency.
  • Continuous immersion ratings from a separate cohort were correlated with physiological synchrony.

Main Results:

  • Narrative information alone significantly drove heart rate synchrony between participants.
  • Narrative content was approximately 10 times more predictive of heart rate synchrony than low-level audio-visual saliency.
  • Low-level saliency had a small additive effect, and synchrony increased with narrative importance and correlated with immersion ratings.

Conclusions:

  • High-level narrative content is the dominant driver of physiological synchrony across viewers.
  • Understanding narrative's role is crucial for designing engaging media experiences that foster collective attention.
  • Physiological synchrony can be modulated by the story's progression and perceived immersion.