Kari Kallinen
ABSTRACT
We examined the moderating effects of habitual use of media (i.e., reading news-and tabloid papers [textual], and watching/listening to TV, videos, or DVDs [multimodal]) and gender on memory retrieval of emotionally classified words in congruent, incongruent, and no-sound conditions among 27 subjects. Significant interactions between media use and gender/emotional tone of the stimuli were found. For example, male participants and those who spend less time in watching/listening TV, videos, or DVDs remembered better high-valenced and high-dominant words than low-valenced and low-dominant words. The results are discussed in terms of implications for the personalization of digital information for users.
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