Investigating the increasingly popular domain of short video consumption, this study focuses on the impact of Opinion Polarization (OP), a significant factor in the digital landscape influencing public opinions and social interactions. We analyze OP's effect on viewers' perceptions and behaviors, finding that traditional feedback metrics like likes and watch time fail to fully capture and measure OP. Addressing this gap, our research utilizes Electroencephalogram (EEG) signals to introduce a novel, non-invasive approach for evaluating neural responses to OP, affecting perception and cognition. Empirical analysis reveals OP's considerable impact on viewers' emotions, evidenced by changes in brain activity. Our findings also highlight the potential of EEG data in predicting exposure to polarized short video content, offering a new perspective on the dynamics of short video consumption and a unique method for quantifying OP's effects.

翻译：本研究聚焦于日益流行的短视频消费领域，重点分析了数字环境中影响公众舆论与社会互动的关键因素——意见极化（OP）所产生的影响。我们考察了OP对观众感知与行为的作用，发现点赞量、观看时长等传统反馈指标无法充分捕捉和量化OP。针对这一不足，本研究利用脑电图（EEG）信号，引入了一种创新的非侵入性方法，用于评估OP对感知与认知产生的神经反应。实证分析揭示，OP对观众情绪具有显著影响，表现为脑活动的变化。研究结果还凸显了EEG数据在预测接触极化短视频内容方面的潜力，为短视频消费动态提供了全新视角，并为量化OP影响提供了独特方法。