Data Analysis in Educational Communication: How Audiovisual Stimuli Influence Retention and Comprehension in University Students

Introduction: In virtual learning environments, audiovisual stimuli have become a key resource for enhancing comprehension and content retention. However, the influence of such stimuli on students' neurocognitive processes varies according to their academic background, digital experience, and level of multimedia literacy. This study examines how university students process audiovisual materials through neurodata indicators, focusing on visual attention, cognitive load, and emotional engagement. Objective: To analyse the influence of audiovisual stimuli on content retention and comprehension based on neurodata indicators in students enrolled in the Online Basic Education and Online Social Communication programmes at Universidad Estatal de Milagro (UNEMI). Methodology: A mixed-methods approach was employed, with quantitative predominance and a non-experimental, ex post facto, cross-sectional and synchronous design. A total of 80 students participated, selected through non-probabilistic convenience sampling. Three instruments were applied: a retention test (10 items), a comprehension test (8 items), and a simulated neurodata register assessing visual attention, cognitive load, and emotional engagement. Descriptive statistics, Student’s t-test, Pearson correlation and ANOVA were used for data analysis. Results: Students in the Social Communication group achieved higher retention (M = 8.1) and comprehension scores (M = 7.9) compared with those in Basic Education (M = 7.4 and M = 7.1, respectively). They also demonstrated higher visual attention (4.3) and cognitive engagement (4.2). Cognitive load was greater in the Basic Education group (3.7). Significant correlations were found between attention and retention (r = 0.62; p