Presentation Matters: Causes of Differences in Preferences for Agricultural Landscapes Displayed via Photographs and Videos

• Published in: Space and culture 2018-08, Vol.21 (3), p.259-273
• Main Authors: Svobodova, Kamila, Vojar, Jiri, Sklenicka, Petr, Filova, Lucia
• Format: Article
• Language: English
• Subjects: Agricultural research; Photography; Preferences; Ratings & rankings; Strategies
• ISSN: 1206-3312; 1552-8308
• DOI: 10.1177/1206331217744186

This study shows the importance of landscape scene composition in relation to aesthetic ratings used in preference research where static and dynamic presentation methods substitute landscape onsite evaluation. We aimed to evaluate whether the method of presenting a landscape scene influenced aesthetic ratings and whether these potential differences in ratings were affected by the composition of the static presentation. Using a questionnaire for rating the same scenes of agricultural landscapes presented both in photographs and in videos, it was determined that the presentation method used significantly affected ratings. Respondents (N = 145, age 20-25 years, students) rated scenes presented in photographs higher than videos. Concerning the effect of composition, well-composed photographs had higher mean ratings than poorly composed photographs. Moreover, the difference in ratings between static and dynamic presentation methods determined for well-composed scenes was larger than that for poorly composed scenes, always in favor of photographs. The results indicate that preference ratings can be influenced both by the medium and by composition. This is a crucial aspect for environmental assessments using a visual preference approach as part of planning and management strategies, and it should always be taken into account.