Commentary on Section 5 - Eye Movements in Communication and Media Applications

Abstract

This chapter discusses the application of eye-movement techniques in communication and media. In the area of communication and media, an observer's eye movements can be studied for many reasons, but primarily the relationship between descriptive text and visual images is of interest. This is a theoretically intriguing area which crosses the line between typical reading research and the research that is concerned more with picture viewing. In practical terms, print or web-based advertisers need to know how best to structure their advertisements to create maximum reader impact and potential sales leads, likewise journalists need to ensure that their carefully crafted text is actually read. Unfortunately, communication and media applications are often investigated by means of short-term research funded by a commercial agency or a client who wants results and who may well have little interest in appropriate experimental design or scientific rigor. Objectivity of research in this area is important, and it is a necessity that researchers clarify when results are simply indicative or are statistically rigorous and capable of extrapolation to a wider population.