The relationship between WWW and interpersonal communication and information transmission _ Communicate with customers

Part II ": On the process of human cognition and the basic concept of visual communication

One: the definition of cognitive psychology

As the multimedia production to the computer screen to render visual images. So on the one hand the viewer should learn to see the message from the computer screen, on the other hand the multimedia producer should understand the viewer's ability to "see the"﹝see﹞, to design the understandable picture and assist the viewer to see the message. "

Scientific research points out that one-tenth of human visual ﹝vision﹞ belong to the physical level, while the other nine-tenths belong to the spiritual level. Although sensory stimulation in the visual process is transmitted through the eyes to the brain to form a meaningful image in the form of light, the viewer needs to interpret the image by his or her personal experience, knowledge and surroundings.

In other words, human beings can "see"﹝look﹞ things as soon as they open their eyes, but they need to learn how to choose what they want to see in everything they see, because we don't have the ability to focus on what we see. "

After choosing, you should learn how to "see" what you see. From "See" to "see" is a very complex process of reasoning and decision-making. Human beings have done a lot of research on this process in the past 30 years and developed the knowledge of "cognitive psychology".

"Cognition" is simply the acquisition and use of knowledge, which involves two aspects: first, how knowledge is stored in our memory, and what memory is stored, and how knowledge is used or dealt with. The former emphasizes the "mental structure", which emphasizes the "mental process".

These two issues are the two main directions of cognitive psychology, so "cognitive psychology" can be defined as: to understand human behavior, and the human mind process and structure of scientific analysis. This definition contains three important parts:

First: Scientific analysis: Cognitive psychology must be studied scientifically. When using objective, repeatable verification methods, different people use the same program can also get the same answer. So cognitive psychologists must invent precise analytical tools to indirectly observe the activities of the mind.

Second: The mental process and structure: the mental process and structure are the two main contents of cognitive psychology. The mental process is about how we use or process knowledge when we are engaged in a work, and the mental structure is how we store knowledge and what knowledge is stored in memory. Some researchers prefer to explore the mental structure, some people prefer the course, but the two are human mental activities, it is complementary, it is difficult to divide. Therefore, it is often only to emphasize the degree of difference.

Third: Understanding Human Behavior: All psychology, the ultimate goal can be said to understand human behavior. The purpose of cognitive psychology is to understand and predict human behavior more accurately by analyzing the intrinsic cognitive events and knowledge. For example, when we analyze a person's internal mental process in solving a mathematical problem, we can understand and predict why some people can solve the problem, while others cannot.

The above is a general definition of cognitive psychology. Cognitive psychology refers to the memory, perception, language, understanding, reasoning, decision-making, thinking, problem solving and learning of human beings, according to the subject of cognitive psychologists. and other scientific research. Second: Message processing mode

The main theoretical framework of cognitive psychology is "message processing mode". This model regards human as an active message processor, explores what happens in different stages of human sensory acceptance of information, storing information and extracting and using information, so cognitive psychology is often referred to as "Information processing psychology".

The information processing model assumes that cognition can be decomposed into a series of phases, each of which represents a hypothetical existence. The information that you enter carries out some unique actions in these phases. The final response is assumed to be the result of these stages and the series of operations (such as perception, information coding, extracting information from memory, forming concepts, judging, and producing language). Each stage receives information from the previous stage and then plays its own unique role. Since all components of the information processing model are to some extent related to other components, it is difficult to identify an initial phase. For convenience, we can think of the whole program as starting with the input stimulus.

The different stages included in the message processing mode and their relationship can be shown in the following diagram:

┌─┐┌─┐┌─┐┌─┐┌─┐┌─┐
Loss │ Sense ││ Note ││ ││ ││ short ││ long │
│→ reaction in the │→│ period of │→││→│-like │→││→│ period in →│ official
Tattoo │ storage ││││ ││││ kee ││ kee │
Stimulate │ Save ││ Italian ││ ││ optional ││ yi ││ Memory │
└─┘└─┘└─┘└─┘└─┘└─┘

The message from the environment, in the form of sensory stimulation, receives the senses and makes a short stop. The storage of sensory signals is the first step in information processing. Sensory stimulation must reach a certain amount to be perceived. If it does not attract the attention of the individual, it will soon disappear. This stage is called the sensory signal ﹝sensory signal﹞ storage Stage because of the original form of preserving the message, i.e. the signal ﹝signal﹞.

Sensory signal storage includes image storage ﹝iconic Storage﹞ and audio-visual storage ﹝echoic Storage﹞ two. The image storage retains the visual input, while the audio and video storage retains the auditory input.

Usually the eyeball of the human eye often beats fast, there is a short stay between the beating, it is for eyeball fixation. The eyeball does not absorb the message when it beats, it only absorbs the message when the eyeball is fixed and the line of sight stays at a certain point. It follows that "reading" is not a smooth scan of a line of text, but rather jumps from one gaze point to another. "Reading" occurs at the gaze point, not at the moment of the jump.

Early on, there was a lot of research on visual message processing, to understand how much humans can see in turn. Because the eyeball is stationary for about 250 milliseconds, these studies will feel the stimuli set at this time and then move on to the subjects who report what they see. Through these studies, we know that the general subjects can correctly report three, four or five, up to nine. The results also show that the image storage capacity is estimated to be about 250 milliseconds and can accept at most nine signals.

The study of sensory memory shows that sensory memory can store a great deal of information, but if it is not noticed, the message will soon be lost. Therefore, to further "attention", as "pattern identification", the need to select the sensory signals for further processing.

The filtration and selection stages are two theories of attention. The theory of filtration is that attention-like filters limit a recognizable amount of information that occurs before the pattern recognition phase. The theory of choice is that all messages are identified, and that only some important messages are noticed or chosen for further processing, into the next phase of memory. Both of these theories have their correctness according to the situation.

In general, sensory stimuli are rarely perceived as a single sensory event, but as part of a more meaningful pattern ﹝pattern﹞ that people feel and recognize from memory. From sensory stimulation to the recognized process known as "pattern recognition"﹝pattern Recognition﹞, is completed in a very short time. "

Because the ability of people to deal with "pattern recognition" is limited by nature at the level of sensation and perception, it is necessary to "﹝attention﹞ the external sensory stimulation to" focus on filtering, otherwise the information overload "﹝overload﹞ the ability to accept sensory stimulation."

The theory of "attention" has "bottleneck theory" and "Capacity Theory". The bottleneck theory includes "filtering mode", "weakening Mode", "Choice mode", and Capacity theory includes "capacity mode" and "Multivariate mode".

In the "Filter Mode", "attention" is used only as a filter, allowing only limited messages to pass, and messages that are not noticed are completely excluded from the "filter" and not processed.

The "weakening mode" holds that the filter does not completely exclude messages that are not being noticed, but weakens them. So some words can be identified because they are easy to identify, even if the message is weak.

The "Choice mode" holds that attention occurs after perceptual analysis of two sets of messages, and then selects important messages for further processing.

"Capacity Mode" advocates limited attention capacity, people with limited psychological resources to deal with information, work difficult need more resources, work easy need less resources.

"Multi-mode" comprehensive bottleneck theory and capacity theory, that people have the choice to place bottlenecks where the elasticity, "after the choice" than "before" to consume more capacity.

Information that passes attention and pattern identification is sent to the memory system for storage in the form of a ﹝encoding﹞. The human memory system is divided into "short-term memory" and "long-term memory" according to the length of maintaining the message.

"Short-term memory" also known as "working memory." Capacity is limited, it is a 7±2, but the individual can use the set of the signifier to expand the short-term memory.

Short-term memory is maintained for about 30 seconds, and in this time the message is not repeated and will soon disappear. The main reason for forgetting short-term memory is the natural fade of memory itself and the disturbance of the outside world. Short-term memory in the form of the main sound code, in addition to the physical code and Italian Code, and many other forms.

The information of short-term memory, after retelling or repetition, will be transferred to longer term memory storage.

There is no limit to the capacity of long-term memory, which is quite permanent. The forgotten message may not disappear forever, but temporarily disappear. The reason for memory forgetting may be the problem of regression, interference, and extraction. Long-term memory of the code form to the main, but also tangible code, sound code, language code, taste, smell, action, feelings ... and various forms. The effective maintenance and transfer of messages to long-term memory depends on precise retelling.