Evaluation of News Communication Effect Based on Cognitive Neuroscience

Abstract Based on the development of cognitive neuroscience and communication science at home and abroad, this study introduces the application of cognitive neuroscience experiments in communication researches at home and abroad, including the research and application of communication effects in advertising, picture, video, web design and animation culture. This study discusses the important significance of relevant frontier achievements to the development of news communication science. The rise of cognitive neuroscience provides a new perspective for understanding the psychological cognitive mechanism of the audience and optimizing the communication effect of service media. On the basis of introducing the status quo of cognitive neuroscience in audience rating evaluation of news broadcast, this study introduces the advantages and functions of this method in audience rating evaluation of news broadcast with eye movement experiment as an example, which provides a new method and empirical case for seeking audience rating evaluation of news broadcast.


Introduction
Human brain is the physiological basis of human thought, emotion, imagination and behaviour [1][2][3] , and its operation law is a pass that human beings can't avoid in understanding themselves. Due to the lack of reliable experimental means, the traditional humanistic social science has been limited to subjective observation, introspection, as well as text analysis, questionnaires and interviews based on observation and introspection in terms of studying human cognition. The study process and conclusions are inevitably influenced by subjective factors. In addition, most of these studies focus on the level of conscious mind but pay little attention to sub-consciousness factors because of the limited research means. However, it is the subconsciousness factors that have important influence on people's emotion, thought and behaviour [4] . With the continuous enrichment of relevant achievements, it is expected to form a new paradigm of news communication study. The cognitive theoretical model of news communication is shown in Figure 1.
The market evaluation of news broadcast has always been an important issue in media effect communication study. At present, the comprehensive news broadcast evaluation system is generally divided into three indexes: objective evaluation index, subjective evaluation index and income index [5] . The indexes that the audience is more concerned about. However, in reality, the data of objective audience rating are often inconsistent with the subjective satisfaction scoring results [6] . Some TV programs and TV play series are highly rated by experts before they are broadcast, but the actual audience ratings after they are broadcast are not ideal. Some TV programs and TV play series are unwanted before they are broadcast, but their audience ratings after they are broadcast are rising. The contradiction between "applauding" and "drawing well" is worth thinking about.

"Third Dimension" of news dissemination
The first dimension medium is the most Since ancient Greek and the pre-Qin period in China, there has been a preliminary thinking.
However, exploring the relationship between the mind and the brain in a scientific sense began with the study of different cognitive deficits caused by damage to different parts of the brain in the 19th century [7] . In the middle of the 20th century, cognitive science began to systematically study perception, attention, memory, action, language, thinking, decisionmaking, motivation, emotional process and structure of human and animal. On the basis of these problems, researchers gathering psychology, linguistics, anthropology, computer science, neuroscience and other basic sciences realize a long-span cross and fusion of disciplines in the history of science [8] .
The structure of the cognitive neural network is shown in Figure 2.
This "third dimension" is captured by describing the sub-consciousness of the subjects through measurement of computer, eye movement or skin conductance. Such a study relies on what psychological and physiological responses they claim to have rather than their conscious responses.
The uninterrupted data are obtained from physiological test when they watch the news broadcast.
Although the introduction of the experimental means of cognitive neuroscience into news communication science has only just begun, the achieved results are encouraging, and some conclusions may even have a subversive impact on communication science [9] . This study analyses the mathematical modelling of cognitive neuroscience.  good partitioning performance. The following is a simple introduction to the behaviour partitioning algorithm based on PPCA [7] .

Mathematical models of cognitive neuroscience
The singular value decomposition (SVD) method is used to reduce the dimension of captured data of news broadcast videos [10] .  The research approach of neuroscience mainly focuses on the four quadrants of information processing of human brain. To understand the division of these four quadrants

Gaze
The fixation refers to the activity of the line of sight during which the central fossa of the eye is aimed at an object for more than 100ms, during which time the object to be gazed is imaged on the central fossa to obtain a more complete processing to form a clear image. When looking at the eye, the eye is not absolutely still. The eyeball constantly makes extremely fine vibrations to see the object. Its amplitude is generally less than 1°.

Eye-jumping
Saccade is a fast jumping activity between the gaze points of both eyes. The viewing angle is 1°-40°, the duration is 30ms-120ms or more, and the maximum moving speed is 400°-600°/S. During the saccadic process, almost no information can be obtained because of its speed.

Follow movement
Follow-up exercise is the process in which the eyeball moves slowly to observe the motion of the observing object as it moves, and the motion speed is about 1°-30°/s. It is often accompanied by a sip, and most people fall into this category when reading normally. The research path of neuroscience mainly focuses on the four quadrants of human brain to information processing. To understand the division of these four quadrants is instructive to explore the possibility of the combination of neuroscience and microscopic instantaneous transmission effect. These four methods are specifically shown in Table 2.
From a physiological point of view, the automatic processing process and controlled processing process can be roughly identified and classified from the parts of the brain they produce. With the conclusion and means of neuroscience, we may distinguish the mechanisms by which the instantaneous transmission effect of information is formed.
As shown in Table 2, the second dimension is the partition between the emotional process and the cognitive process, which is quite common in modern psychology. The emotional process leads to the behaviour of "achieving" or "avoiding". On the contrary, the cognitive process is to answer the question of "right or wrong". It is difficult for the simple cognitive process to directly cause the change of behaviour, so cognitive process needs to act on the emotion system to influence the behaviour.
The integrated model of news understanding is shown in Figure 3. Table 3 is the ratio of short-term memory effect (300-500ms) between embedded advertisement and hard advertisement with different implantation levels in news broadcast.
The following mean and variance show the range of effects of different embedded advertisements, which can be used as the basis of pricing research.
The experimental result shows that the ranking of eye movement is consistent with that of the news broadcast, and has significant correlation. First, the Spearman rank correlation is used to analyse the correlation between the number of fixation points and the audience rating, and the result shows that the correlation between the two is significant (r=1, p=0＜0.01).
Secondly, there is a significant correlation between the time before the first fixation and the audience rating by Spearman rank correlation (r=-1, p=0＜0.001), as shown in Table 4.
From the variance analysis of the number of fixation points in all the selected plays, it is found that there is a significant difference between the three TV play series (F=12.341      The objective and accurate data are feasible in application. The specific analysis result is shown in Table 5.
Finally, we predict the audience rating of news broadcast by analysing the traditional method and the method based on cognitive neuroscience proposed in this study, and the prediction accuracy is shown in Figure   4. It can be seen that the method based on cognitive neuroscience has better performance.