Abstract
Visual imagery is thought to act as an “emotional amplifier,” potentially contributing to narrative engagement. To examine this, we conducted two experiments in which participants were presented with emotionally charged audio and video story excerpts. Experiment 1 included 84 online participants from the general population, while Experiment 2 involved 25 individuals with aphantasia (the inability to generate mental images) and 25 controls. In both experiments we assessed narrative engagement behaviorally using the Narrative Engagement Questionnaire (NEQ), while for Experiment 2 we also measured physiological responses. We found a main effect of modality, with video stimuli scoring higher across all NEQ subscales in both experiments. Notably, in experiment 2, a significant group effect on emotional—but not cognitive—engagement emerged, with aphantasics reporting less emotional engagement than controls. Moreover, controls experienced higher heart rate during audio narratives, while aphantasics had a similar heart rate across both modalities. Our results suggest that the enhanced physiological response seen in non‐aphantasics during audio narratives is driven by the mental effort required to generate imagery. Furthermore, this capacity for visual imagery appears to enhance emotional engagement with stories. This highlights mental imagery's role in both subjective and physiological responses, emphasizing distinct cognitive processes during narrative engagement.
Understanding the Role of Visual Imagery in Storytelling
Overview/Introduction
Have you ever noticed how some stories seem to captivate you more than others? This might be due to the power of visual imagery, which acts as an "emotional amplifier" in storytelling. A recent study explored how visual imagery influences our emotional and cognitive engagement with stories. The research involved two experiments, examining how people engage with stories presented in audio and video formats. It also looked at individuals with aphantasia, a condition where people cannot create mental images, to understand how this affects their engagement with narratives.
Methodology
The study was conducted in two parts:
Experiment 1: Involved 84 online participants from the general population. They listened to or watched emotionally charged story excerpts and completed the Narrative Engagement Questionnaire (NEQ) to measure their engagement.
Experiment 2: Included 25 individuals with aphantasia and 25 control participants. This experiment was conducted in person and measured both behavioral and physiological responses, such as heart rate, to understand how visual imagery affects engagement.
Key Findings
Video vs. Audio: Across both experiments, participants reported higher engagement with video stories compared to audio stories. This was consistent across all dimensions measured by the NEQ.
Aphantasia's Impact: In the second experiment, individuals with aphantasia reported less emotional engagement compared to those who could generate mental images. However, their cognitive engagement was similar.
Physiological Responses: Control participants showed increased heart rates during audio narratives, suggesting that generating mental images requires more mental effort, enhancing emotional engagement. In contrast, aphantasics had similar heart rates across both audio and video formats.
Implications
These findings highlight the significant role of visual imagery in enhancing both emotional and physiological responses to stories. For storytellers and media creators, this suggests that incorporating visual elements can significantly boost audience engagement. Understanding the differences in how people with aphantasia experience stories can also inform more inclusive storytelling approaches.
Limitations
While the study provides valuable insights, it is important to note that the sample size for individuals with aphantasia was relatively small. Future research could explore a larger and more diverse group to validate these findings further.
In summary, this research underscores the power of visual imagery in storytelling, offering practical insights for enhancing narrative engagement through visual elements.