Neurociencia en comunicación políticaun experimento sobre los discursos políticos en España

  1. Alejandro Tapia Frade 3
  2. Mónica Matellanes Lazo 4
  3. Pablo Berdón Prieto 1
  4. Elena Martín Guerra 2
  1. 1 Comunicación Singula, España
  2. 2 CEO Sociograph Neuromarketing, España
  3. 3 Universidad Loyola Andalucía, España
  4. 4 Universidad Europea Miguel de Cervantes, España
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Journal:
Opción: Revista de Ciencias Humanas y Sociales

ISSN: 1012-1587

Year of publication: 2016

Issue: 79

Pages: 50-66

Type: Article

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More publications in: Opción: Revista de Ciencias Humanas y Sociales

Abstract

This article shows the results of an experiment in neuroscience of the discourses of nine political leaders in Spain. Its objective was to measure their attention and emotion by analyzing electrodermal activity in a group of 30 people. The results show significant differences in discourses with common patterns when there were abrupt changes in scenes or sound. The research could also warn two successful speech structures: one in continuous and sustained growth (both attention and emotion), and the other with an explosive start and subsequent maintaining both attention and emotion.

Data source: Dialnet