Neurocinematics and Beyond: Imagery of Contemporary Screen Culture

Th e paper focuses on the features of emotional perception of screen-displayed videos and images, when the neural response of the viewer is included into the subject fi eld of neuroaesthetics—an interdisciplinary sphere of knowledge at the intersection of art studies, philosophy, psychology of perception, and neuroscience. Th e study describes innovative methods of neuroscientifi c research for studying the reception of a “screen product.” One of such methods is determining the algorithm of evoking certain impressions in the mind of the viewer— “consumer” of the screen culture. Further ways of development of dialectical ties between neuroscience and screen studies are formulated as a research hypothesis. Practical signifi cance of the study is determining the parameters of regulatory/manipulative infl uence of the audiovisual stimuli on the viewer’s behavior in the contemporary situation when objective and subjective realities are gradually substituted by the virtual reality.