媒介研究的“大本营”传播学本身即起源于社会学和心理学的交叉视阈，传播过程在媒介技术作为桥梁的前提下发生在个体心理、个体/群体行为和社会生态相互连接的任一环节。传统的传播学研究对行为和社会生态层面有更强的解释效力，对于个体心理层面尤其是认知层面的解读缺乏有效的研究工具。但是互联网技术背景下的新传播现象和议题在某种程度上都在不断追问人类的认知奥秘，这对理解认知层面的媒介信息加工提出了更直接的要求。认知神经传播学并非认知神经科学于传播学两大学科的简单相加，而是以一种解决传播学领域内认知问题为目标的知识整合实践，最终目的是优化已有的认知神经传播学研究范式。研究范式的转变、理论的进步和方法论的创新始终是相辅相成的。认知神经传播学范式未来能否发展为一门真正的学科领域，关键在于其研究对象、研究内容和研究方法能否持续进步与创新。基于此，本研究坚持“理论与实践”并行的宗旨，用抽象的理论思辨与具象的认知实验对互联网技术下的媒介技术、媒介用户和媒介场景进行多方位探究。首先通过对国内外认知神经传播学最新研究的回顾与梳理，从理论研究与实践应用两个方面来呈现当下的研究地图与概貌；其次对虚拟数字人这一技术应用进行理论思辨，回归虚拟数字人的媒介属性，探讨虚拟数字人技术在实践过程中面临的关键问题，反思人际交互机制对人与虚拟数字人交互模式的解释效力，进而提出二者新的连接模式；再次对不同在线学习场景下用户的实时体验进行磁共振成像研究，发现了直播学习场景下高度在场感对用户社会认知功能的激活，为在线学习以及其他在线应用提供了理论和实践参考价值；最后基于前人研究成果与作者本人的研究经验，提出认知科学助力下的媒介研究的未来可行议题和发展路线，尝试为认知神经传播学学科范式的深化和完善做出一定贡献。

Communication science originated from the interdisciplinary perspectives of sociology and psychology. Communication processes occur at any point of the interconnection between individual psychology, individual/group behavior, and social ecology, premised on media technology as a bridge. Traditional communication studies have stronger explanatory power for behavioral and social ecological levels, but lack effective research tools for interpreting individual cognitive aspects, especially at the cognitive level. However, new communication issues under the background of internet technology are making more direct demands for understanding the cognitive aspects of media information processing. Cognitive neuroscience communication studies are not a simple addition of cognitive neuroscience and communication science, but a knowledge integration practice aimed at solving cognitive problems in the context of media.

Whether the cognitive neuroscience communication studies paradigm can develop into a truly disciplinary field depends on whether its research objects, content, and methods can continue to advance and innovate. Based on this, this study using abstract theoretical speculation and specific cognitive experiments to explore media technology, media users, and media scenes from multiple perspectives. Firstly, by reviewing and sorting out the latest research in cognitive neuroscience communication studies at home and abroad, this study presents the current research map and overview from two aspects: theoretical research and practical application. Secondly, theoretical speculation is used to examine the application of virtual digital humans, returning to the medium attributes of virtual digital humans, exploring the key issues faced by virtual digital human technology in the practical process, reflecting on the explanatory power of interpersonal interaction mechanisms for the interaction mode between humans and virtual digital humans, and proposing new connection modes between the two. Thirdly, magnetic resonance imaging is used to study the real-time experience of users in different online learning scenarios, revealing the activation of users' social cognitive function by a strong sense of presence in the live learning scenario, providing theoretical and practical reference value for online learning and other online applications. Finally, based on the research achievements of previous researchers and the author's own research experience, feasible topics, and development paths for media research under the assistance of cognitive science are proposed.