The paper focuses on the features of emotional perception of screen-displayed videos and images, when the neural response of the viewer is included into the subject field of neuroaesthetics – an interdisciplinary sphere of knowledge at the intersection of art studies, philosophy, psychology of perception, and neuroscience. The study describes innovative methods of neuroscientific research for studying the reception of a “screen product”. One of such methods is determining the algorithm of evoking certain impressions in the mind of the viewer – “consumer” of the screen culture. Further ways of development of dialectical ties between neuroscience and screen studies are formulated as a research hypothesis. The practical significance of the study is determining the parameters of regulatory/manipulative influence of the audiovisual stimuli on the viewer’s behavior in the contemporary situation when objective and subjective realities are gradually substituted by the virtual reality.