Study of Semiotic Aspect in Youth Communication Based on Neurotechnologies

This paper explores the features of youth perception of the message semiotic aspect and its impact on the communication process effectiveness through the use of neurotechnologies. A neurophysiological study using a stationary IT tracker made it possible to obtain new objective data on the level of visual attention, interest, emotional involvement, and memorability of a communicative message containing symbols significant for the target audience. The results of the research have shown that at the conscious level, test persons do not feel differences in the assessment of communicative messages with the presence/absence of symbols significant for them. However, the study of unconscious neurophysiological reactions has indicated several meaningful distinctions in perceiving the stimulus material. Thus, the percentage of memorability of a communicative message (image together with text) with the availability of visual symbols is higher among recipients having an emotional response to them: for group N1 it is 63.33%, for group N2 — 46.43%. The study has also revealed the differences in an average duration of fixations on a picture-symbol at the 0.1 level of significance, which indicates the increase of visual attention and its influence on memorability.