人因赋能健康传播——北京恒挚科技与北京大学健康传播学院开展深度交流

Human Factors Engineering, Empowering Health Communication in the New EraThe convergence of technology and health is becoming an important issue in the new era. on October 23, 2024, we are honored tostructural particle: used before a verb or adjective, linking it preceding the verb or adjectiveHosted students and faculty from Peking University's health communication program. Led by Prof. Jing Xu, the students explored the cutting-edge field of cognitive neurocommunication and felt the great potential of combining science and technology with health communication.

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listen (respectfully)

Into Cognitive Communication

At the beginning of the meeting, the technical engineers of HBTS demonstrated our technical strength in the fields of psycho-human factors, driving human factors, biomechanics and user experience, introduced a series of scientific research equipments such as EEG, NIR brain imaging, physiology, eye movement, etc., and had an open discussion about cognitive neurotransmission with the students.

Cognitive Neurocommunication is an emerging research field formed by the cross-fertilization of cognitive neuroscience and communication science, which is a discipline to study the working mechanism law of human brain and mind in communication activities, and is a science to use the theory and method of cognitive neuroscience to study the occurrence and development law of the communicator, communication content, communication channel, audience, and effect of communication in the process of communication.

In addition, our technical engineers also mentioned the concept of EEG, i.e. the spontaneous, rhythmic and comprehensive electrical activity of brain cells. He also shared relevant cases with the students, such as using EEG and NIR, combined with skin electricity and heart rate variability, to study the effect of pricing on the subjects' preference of product selection.

After the sharing, we discussed with students on related issues, including the specific principles of cognitive neuroscience devices, product development and technology application, the integration of cutting-edge science and technology with the health field and other diversified topics.

During the interactive session, the students actively participated and demonstrated their keen interest in research equipment such as electroencephalography (EEG) and near infrared brain imaging. The engineers discussed in depth how these technologies can be used to analyze the audience's visual focus and brain activity, revealing the deeper reasons behind the communication effects. Through open discussions with the students, we jointly explored the multi-dimensional applications of cognitive neuro-communication, including the interaction mechanism between communicators and audiences, the emotional resonance of the communication content and its impact on message reception.

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fulfill

Students experience the EEG device for themselves

The students were led to visit our laboratory, where they personally experienced our motion capture system and Cortivision NIR-SmartBCI portable EEG multimodal acquisition and analysis system. During the visit, the students personally experienced our motion capture system and Cortivision portable EEG multimodal acquisition and analysis system. During the experience, they not only understood how these technologies work, but also realized how they can be applied to real-world scenarios such as human-computer interaction and medical rehabilitation. We are convinced that with the continuous integration of cognitive neuroscience and communication, more innovative research results will emerge in the future, injecting new vitality into the development of health communication.

The eve motion motion capture system can obtain the precise spatial position data of human body through the exclusive computing mode, and easily realize the whole body capture and tracking of human body movements, which can not only be applied to human-computer interaction, human factors engineering, virtual reality, etc., but also be used in medical rehabilitation.

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Communication

Exploring the possibilities of technology and health integration

After the visit, the person in charge of our company and Prof. Xu Jing's team discussed the application of school-enterprise cooperation and teaching and research, and jointly conducted in-depth exchanges on neuroscience, the use of intent recognition in brain-computer interface (bci), vehicle traffic safety and human-computer interaction, exoskeleton rehabilitation robot system development and clinical treatment applications.

With the in-depth implementation of the Healthy China Strategy and the rapid development of brain science, artificial intelligence technology, big data analysis and other technologies, it is also imperative to drive the construction of Healthy China with new qualitative productivity and explore the integration of technology and the health field. We look forward to further combining cutting-edge technology with health communication applications, empowering people's health and well-being with technology, and contributing wisdom and strength to the realization of the strategic goal of Healthy China.

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Feedback from students

Yang Jiameng

The visit to Hengzhi Technology Company was a great experience. In the understanding of technological development, it is understood that cognitive neurocommunication science is expected to reveal the inner mechanism of human communication behavior more deeply. The application of eye movement and EEG technology has injected a powerful impetus to communication research. It is expected that these technologies will further empower communication science research in the future. With the help of eye-tracking technology, we can accurately capture the visual focus of the audience and gain insight into the mode of information reception; through EEG technology, we can analyze the brain activity and explore the deep roots of communication effects. We believe that with the impetus of science and technology, cognitive neurological communication science will make more breakthroughs and bring new theoretical and practical results to the field of communication.

Fishu Meng (1958-), Malaysian actress

I was honored to be invited to visit Beijing Hengzhi Technology Co., Ltd, where I gained a deeper understanding of the intersection of technology and communication. The technical engineer's explanation on cognitive neural communication was especially wonderful. This emerging field aims to apply the theories, methods and techniques of cognitive neuroscience to solve communication problems, and study the relationship between the media image of communicators and communication platforms and audience perception, the audience reaction triggered by changes in discourse expression and writing styles, the shaping effect of the media on people's cognitive styles, and the individual and common characteristics of the information processing styles of the media users/audience. After the meeting, we also experienced eye-tracking devices and motion capture technology. This visit has opened my eyes to the broad prospects of the intersection of science and technology and communication, and I look forward to further exploring and applying what I have learned to open up more new possibilities in my subsequent study and practice.

Stranger Choi Hwan

The "Cognitive Neurocommunication" activity organized by HedgeSPA was very fruitful for me. Mr. Zhou Jianjian's explanation of Cognitive Neurocommunication allowed me to gain a deeper understanding of this emerging discipline, which integrates neuroscience and communication, and explores the laws of communication in a scientific way. The introduction of various research equipments and principles, such as eye-tracking device, EEG device, motion capture, etc., broadened my horizons and made me realize its importance in communication research. The sharing of application cases even combined theory and practice, which enabled me to visualize how the discipline reveals the brain mechanisms behind communication phenomena. I look forward to seeing more research results in this field in the future, which will help the development of health communication to a new height.

Ling Chia-nam

We are very glad to have the opportunity to visit Hengzheng Technology on the spot. From the tracing and thinking of cognitive neurocommunication, to the in-depth understanding of EEG, near infrared brain imaging and other equipment, to the close experience of motion capture, eye movement and other experiments, this visit was full of rewards, and showed us the infinite possibilities brought by the combination of cutting-edge science and technology and academic research on health communication. We look forward to participating in more cutting-edge research in the future.

Wu Yuxuan (1938-), PRC politician and diplomat

During the visit to Hengzheng Technology, I gained a deeper understanding of the application of cognitive neuroscience in communication. I was deeply inspired by the engineers of HedgeSPA who introduced in detail the commonly used cognitive neuroscience research equipments, including eye-tracking instrument, EEG, NIR brain imaging, physiological multidetector, etc., and further explained how science and technology can play a role in communication research, which provides new perspectives and tools to enhance the effectiveness of health communication.

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express gratitude (esp. in public)

Special thanks to Prof. Jing Xu's team at Peking University's School of Health Communication for providing the content of the article.

Company Profile

Ltd., invested by Zhongke (Guangdong) Science Group and relying on Guangdong Human Factors Technology Research Institute and Wuhan Human Factors Engineering Technology Research Institute, is a new high-tech enterprise based on the direction of psychological human factors, driving human factors, biomechanics, user experience, virtual reality and other aspects of the production, research and development, sales and technical services in one of the National High-tech Enterprises, science and technology-based small and medium-sized enterprises, Beijing "innovative" small and medium-sized enterprises, Zhongguancun High-tech Enterprise list. The company has been selected as a national high-tech enterprise, science and technology-based small and medium-sized enterprise, Beijing "innovative" small and medium-sized enterprise and Zhongguancun high-tech enterprise.

Hengzheng Technology has been serving scientific research institutes for a long time, doing its part for China's scientific research, and maintaining good cooperative relations with the Chinese Psychological Association, Architectural Society of China, Chinese Society of Ergonomics, Chinese Society of Technology and Economics, Chinese Society of Management Engineering, Chinese Society of Automotive Engineering and other societies! At present, it is the deputy secretary-general unit of Engineering Construction Management Committee of China Society for Technical Economics, and the deputy secretary-general unit of Human-Computer Interaction Committee of China Society for Human Ergonomics!

Human Factors Empowering Health Communication--Beijing Hengzhi Technology and Peking University Health Communication School carry out in-depth exchanges

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