Web Survey Bibliography

Title Image Impact Evaluation - A new methodological approach with virtual test environments
Author Selke, S., Fetzner, D.
Source General Online Research Conference (GOR) 2006
Year 2006
Access date 23.09.2006
Abstract The Center for Visual Studies & Virtual Environments at the University of Furtwangen is a new research lab with the subject areas virtual environments, online investigations and image impact research. It combines innovative software technologies with empirical methods of social sciences to carry out research about the effects of visuality. Two qualitative/quantitative virtual impact tests have been developed. With VIRULENT - a net-based virtual group discussion with visual stimuli - the communicative processes of forming meaning are made visible and reconstructed. At the centre are collective patterns of image-based orientation and the formation of the discursive effects of images. Using this method it is, for example, possible to make statements, in the context of media planning, about the public acceptance of posters and advertisement. This method has been tested in the project “selling politics” together with the agency “Zum goldenden Hirschen”. Test subjects, who were recruited through major German news portals, were given the opportunity to discuss the themes of the posters of the agenda 2010-campaign among themselves in live chats. During the election campaign for the German Government (Bundestagswahl 2005) the test was repeated together with sueddeutsche.de. With VERTEX - a virtual recall-/recognition test - the processes by which images influence actions in the context of individual subconscious processes of giving meaning are measured. This involves having test posters located in a virtual city environment through which the subjects can move interactively combined with a netbased quantitative survey. Using this method, proposed posters, such as in the design phase of campaigns, can be standardised and compared on an empirically sound basis. This methodological approach has also been tested with posters of the agenda 2010-campaign. The paper presents the development of the software solutions, discusses basic questions of methodology and method, e.g. concerning the reliability, validity and objectivity and asks for the feasibility of commercial applications such as in the area of media planning and political consultation. Beside this, empirical results based on the pilot projects will be presented in order to illustrate the potentials of the methods.
Year of publication2006
Bibliographic typeConferences, workshops, tutorials, presentations
Full text availabilityNon-existant
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Web Survey Bibliography - General Online Research Conference (GOR) 2006 (29)