Can media synchronize our physiological responses? Skin conductance synchrony as a function of message valence, arousal, and emotional change rate

Guided by nonlinear dynamical systems theory, this study examined the degree to which media can synchronize individuals' emotional arousal responses (as indicated by skin conductance) during video viewing as a function of message valence, arousal, and emotional change rate. Data from 490 paired dyads created from 45 participants were analyzed. We used cross recurrence analysis (a nonlinear dynamical analysis) to capture the dynamics of physiological synchrony. Results showed that calm compared to arousing messages and negative arousing compared to positive arousing messages generated stronger, more deterministically structured, and more stable skin conductance synchrony. Fast compared to slow changes in emotion generated stronger but not necessarily more deterministic and stable skin conductance synchrony. Theoretical and practical implications are discussed.