The McGurk Universe: The Physiological and the Psychological in Audiovisual Culture

This book reconsiders audiovisual culture through a focus on human perception, with recourse to ideas derived from recent neuroscience. It illustrates the McGurk Effect, where the perception of spoken sound is changed by its accompanying image, and counterpart effects that demonstrate that what we see is affected by different sounds accompanying sounds. This blending of sound and images into a whole has become a universal aspect of culture, evident in films, television, video games, and short Internet clips.

Format: Hardback
Length: 221 pages
Publication date: 02 January 2023
Publisher: Springer International Publishing AG

This captivating book delves into the realm of audiovisual culture, offering a fresh perspective by emphasizing the intricate interplay between human perception and cutting-edge neuroscience insights. It begins by positing that audiovisual culture operates not just on a cognitive level but also on a profound physiological level, harnessing the precise aspects of human perception. The integration of vision and hearing is exemplified by the remarkable "McGurk Effect," where the perception of spoken sound is altered by its accompanying image, and vice versa. These counterintuitive effects demonstrate the profound influence that sounds have on our visual perception. This seamless fusion of sound and images has permeated various forms of media, including films, television, video games, and short Internet clips. In fact, it has emerged as the dominant aesthetic of our time, shaping the way we engage with and interpret audiovisual content.

The McGurk Universe, as the book explores, delves into the intricate ways in which audiovisual culture engages with and mediates between physiological and psychological levels. It sheds light on the mechanisms by which our brains process visual and auditory information, highlighting the cognitive and emotional processes that underlie our perception and interpretation of audiovisual stimuli. By exploring these interconnections, the book offers valuable insights into the ways in which audiovisual culture can influence our thoughts, emotions, and behavior.

Furthermore, the book explores the societal implications of audiovisual culture. It examines how it shapes our perceptions of reality, influences our values and beliefs, and contributes to the formation of our cultural identities. It raises important questions about the role of media in shaping public opinion, the ethics of representation, and the potential impact of audiovisual content on social and political movements.

In conclusion, this book is a groundbreaking exploration of audiovisual culture, offering a comprehensive and interdisciplinary approach to understanding its complex nature. By integrating insights from neuroscience and cultural studies, it provides a rich and nuanced understanding of the ways in which audiovisual content shapes our lives and contributes to the broader cultural landscape. Whether you are a media enthusiast, a scholar, or simply someone interested in the human experience, this book is a must-read for anyone seeking to deepen their understanding of the power and impact of audiovisual culture.

Weight: 432g
Dimension: 210 x 148 (mm)
ISBN-13: 9783031186325
Edition number: 1st ed. 2022