ABSTRACT
The application of brain science in media research is on the rise as scientists search for deeper insight into media effects. Brain science can shed new light on media effects but only if scientists become familiar with and adopt a rigorous paradigm. This chapter provides an overview of media psychophysiology and neuroscience as a paradigm for this effort. The historical development and major assumptions of this paradigm is covered along with a discussion of measurement science in psychophysiology and neuroscience. References to critical specialized sources are provided for readers who wish to pursue this approach in their own work.
