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Exposure is key to message effects. No effects can ensue if a health, political, or commercial message is not noticed. Yet, existing research in communication, advertising, and related disciplines often measures 'opportunities for exposure' at an aggregate level, whereas knowing whether recipients were 'actually exposed' to a message requires a micro-level approach. Micro-level research, on the other hand, focuses on message processing and retention, takes place under highly controlled laboratory conditions with forced message exposure, and largely ignores how recipients attend selectively to messages under more natural conditions. Eye-tracking enables us to assess actual exposure, but its previous applications were restricted to screen-based reading paradigms lacking ecological validity or field studies that suffer from limited experimental control. Our solution is to measure eye-tracking within an immersive VR environment that creates the message delivery and reception context. Specifically, we simulate a car ride down a highway alongside which billboards are placed. The VR headset (HP Omnicept Pro) provides an interactive 3D view of the environment and holds a seamlessly integrated binocular eye tracker that records the drivers' gaze and detects all fixations on the billboards. This allows us to quantify the nexus between exposure and reception rigorously, and to link our measures to subsequent memory, i.e., whether messages were remembered, forgotten, or not even encoded. An empirical study shows that incidental memory for messages differs based on participants' gaze behavior while passing the billboards. The study further shows how an experimental manipulation of attentional demands directly impacts drivers' gaze behavior and memory. We discuss the large potential of this paradigm to quantify exposure and message reception in realistic communication environments and the equally promising applications in new media contexts (e.g., the Metaverse). [ABSTRACT FROM AUTHOR]

Kidney fibrosis, a typical characteristic of chronic renal disease, is associated with tubular epithelial cell apoptosis. The results of our recent studies have shown that Omi/HtrA2 (Omi), a proapoptotic mitochondrial serine protease, performs a crucial function in renal tubular epithelial apoptotic cell death in animal models of acute kidney injury, including cisplatin toxicity and ischemia-reperfusion insult. However, the role of Omi in tubulointerstitial disease-associated fibrosis in the kidney remains to be clearly defined. We evaluated the potential function and molecular mechanism of Omi in ureteral obstruction-induced kidney epithelial cell apoptosis and fibrosis. The mice were subjected to unilateral ureteral obstruction (UUO) via the ligation of the left ureter near the renal pelvis. UUO increased the protein level of Omi in the cytosolic fraction of the kidney, with a concomitant reduction in the mitochondrial fraction. UUO reduced the X-linked inhibitor of apoptosis protein (XIAP), a substrate of Omi, and pro-caspase-3, whereas it increased cleaved poly(ADP-ribose) polymerase (cleaved PARP) and the number of terminal deoxynucleotidyl transferase dUTP nick-end labeling (TUNEL)-positive cells. When mice were treated with ucf-101, an inhibitor of the proteolytic activity of Omi (6.19 [micro]g/day ip), on a daily basis beginning 2 days before UUO and continuing until the end of the experiment, the Omi inhibitor protected XIAP cleavage after UUO and reduced the increment of PARP cleavage and the numbers of TUNEL-positive cells. Furthermore, the Omi inhibitor significantly attenuated UUO-induced increases in fibrotic characteristics in the kidney, including the atrophy and dilation of tubules, expansion of the interstitium, and increases in the expression of collagens, [alpha]-smooth muscle actin, and fibronectin. In conclusion, Omi/HtrA2 is associated with apoptotic signaling pathways in tubular epithelial cells activated by unilateral ureteral obstruction, thereby resulting in kidney fibrosis. XIAP; kidney fibrosis; ucf-101; [alpha]-SMA doi: 10.1152/ajprenal.00737.2009.