关键词

神经科学,视听神经营销,神经学教育,电视,观众,公共服务,教育内容,娱乐

摘要

新媒体的前景的特色体现在观众对传统电视的分裂和不满上,这种情况为我们提出了用创新的策略来满足大众的要求并策略地和他们相联系。本文分析了神经科学在优化适应观众喜好的内容制作上的能力,考核了对欧洲公共服务广播公司提出的这种办法的介绍。为此,我们实施了对管理与经济报告和欧洲公共广播公司网站(N=100),以及从2010 – 2015年间观众演变的评估。同时,我们通过开放和闭合的问卷调查进行了探索式分析和深度访谈。我们的数据收集了神经科学专家、神经营销顾问、学术机构和欧洲公共电视台(N=22)的职业人员对有用性的意见,对将这一科学介绍到观众研究中来的看法,对其在节目编排中可能的应用的想法,和对在教育课程中神经法教育所起的作用的思考。调查证实,有大约12个欧洲公共服务媒体已经把视听的神经营销作为一个初始的和创新的工具来测试娱乐节目、广告空间和竞争力提高策略了。然而,神经学的方法还未在教育内容中实施,这将是公共广播的一个核心任务。

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收到: 28-12-2016

修订: 30-01-2017

公认: 13-03-2017

OnlineFirst: 15-05-2017

发布日期: 01-07-2017

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Crespo-Pereira, V., Martínez-Fernández, V., & Campos-Freire, F. (2017). Neuroscience for content innovation on European public service broadcasters. [La neurociencia para la innovación de contenidos en la televisión pública europea]. Comunicar, 52, 09-18. https://doi.org/10.3916/C52-2017-01

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