International Journal of Advertising- Differences in brain information processing between print and computer screens

This was a very science-y article. But I think I get it.
This study aimed to find whether reading differs between print materials and the same information delivered via a computer screen.
'When the internet is used, many people print out lengthy or difficult reading materials presented on a computer screen so that they 'can read it' or so that they 'can understand it' (Geske & Bellur, 2008 pg 399).

The brain adapts to new technologies. One factor to consider that differs between print and digital is luminance. Eyes and sight develop using mostly ambient light or reflected light (that which humans use for everyday looking), not direct or radiant light.
In the last century, a lot more sources of direct light have come into our everyday lives; such as computers and televisions. The eyes and brain react different to these light sources and so the differences in the brain can be measured through brain patterns and neurological responses.

The article also explains the difference between bottom-up and top-down attention mechanisms in the process of visual attention.
Bottom-up is when visual attention is caught by a stimuli that stands out to the person- it is triggered by 'raw sensory data' (Geske & Bellur, 2008 pg 404)
Top-down is when visual attention happens voluntarily, so to objects that have importance to the person.


In this case, advertising would have to work with the bottom-up mechanism, grabbing attention.


The results of the study showed that EEG scans (Electroencephalography scans on the brain) can detect a difference in the brain processing between print and digital medias. But as new media technologies are introduced, more research needs to be done into the differences in brain processing with those. 


None of this is directly related to my essay topic, however it could be argued that as people spend more and more time on their computers and not reading print. that the things that are top-down stimuli (so they pay attention to because it holds importance to them, or has help importance to them before) will be digitally based. Print and long copy advertising will have to work even harder to catch their attention as part of the bottom-up process. 




Geske & Bellur, 2008 Differences in brain information processing between print and computer screens: bottom-up and top-down attention factors. International Journal of Advertising 27(3) pg 299-423.