Affect Theory: The Guidelines and Prospects to Approach the Autonomous Sensory Meridian Response Videos
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Abstract
The concept of affect has expanded in terms of both process and force. The return to Spinoza's 'Affectus' and 'Affectio' has broadened its scope beyond emotion and feeling. It now describes the driving force, indicating the probability that it will lead to a variety of expressions or even the absence of any visible manifestation. The literature on ASMR studies, reviewed by the authors, suggests that ASMR is an overlapping area of emotion, feeling, and affect. ASMR has also been shown to correlate with emotions associated with intimacy and caring, which can be linked to the phenomena related to sexual experiences. The literature demonstrates the possibility of applying affect theory to explain social phenomena in terms of the body's automatic reactions, which occur unconsciously, including emotions, feelings, and experiences that affect a person when receiving ASMR stimulations consciously. Accordingly, it is impossible to ignore the influence of languages, identities, and representations, which can be connected to cognitive experiences. This understanding has greatly aided in comprehending the phenomenon and popularity of ASMR videos in Thai society.
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