Understanding the Effect of Opinion Polarization in Short Video Browsing

This paper explores the impact of Opinion Polarization (OP) in the increasingly prevalent context of short video browsing, a dominant medium in the contemporary digital landscape with significant influence on public opinion and social dynamics. We investigate the effects of OP on user perceptions and behaviors in short video consumption, and find that traditional user feedback signals, such as like and browsing duration, are not effective in detecting and measuring OP. Recognizing this problem, our study employs Electroencephalogram (EEG) signals as a novel, noninvasive approach to assess the neural processing of perception and cognition related to OP. Our user study reveals that OP notably affects users' sentiments, resulting in measurable changes in brain signals. Furthermore, we demonstrate the potential of using EEG signals to predict users' exposure to polarized short video content. By exploring the relationships between OP, brain signals, and user behavior, our research offers a novel perspective in understanding the dynamics of short video browsing and proposes an innovative method for quantifying the impact of OP in this context.