Two groundbreaking studies in media psychology and storytelling offer invaluable insights into how we process and engage with visual and narrative content. The first, conducted by Piotr Francuz and Emilia Zabielska-Mendyk in 2013, delves into the cognitive load differences between related and unrelated cuts in film and television. The Extended Transportation-Imagery Model (ETIM) study by T. Laer, K. Ruyter, L. M. Visconti, and Martin Wetzels in 2014, explores the depths of narrative transportation and its effects on consumers. Both studies explore how stories affect us, but they are different in their methodology and scope.

Francuz and Zabielska-Mendyk used EEG technology on ten participants to monitor brain responses to film cuts and discovered a fascinating aspect of our cognitive processing. The brain gave a stronger electrical response to films with unrelated cuts, indicating our brains exert more effort when narrative flow is disrupted. This finding underscores the importance of narrative structure in storytelling and its cognitive impacts. It suggests that filmmakers and editors can significantly influence audience engagement by strategically using cuts, challenging viewers' brains to work harder and engage more deeply with the content.



On the other hand, the ETIM study provides a broader perspective on narrative engagement by conducting a meta-analysis of 76 interdisciplinary studies focusing on the psychological and emotional involvement stories evoke. This research aimed to understand why narratives captivate us, identifying key antecedents of narrative transportation. It divided them into two categories: a) the storyteller antecedents, like identifiable characters, an imaginable plot, and authenticity, and b) the story receiver antecedents, like familiarity with the subject, concentration level, transportability, and various demographic factors. The model offers an analysis of the consequences of stories on people, including influence on our emotions, reduction in critical thoughts, and changes in beliefs, behaviors, and intentions, emphasizing the power of storytelling across various media.

Comparing these studies, it's clear that visual and narrative elements play crucial roles in audience engagement and absorption in the story. While Francuz and Zabielska-Mendyk's research focuses on the brain processes involved in visual storytelling, the ETIM study integrates cognitive psychology and consumer culture theory to provide a comprehensive understanding of how stories can transport us. Together, they offer a holistic view of the effects of stories on our brains, emotions, and behaviors, providing rich insights for filmmakers, marketers, and storytellers seeking to captivate and engage audiences.