Abstract
Abstract This chapter provides an overview of the fundamentals, theories, and application of eye tracking as a method of communication and media studies. The examined “object for analysis” – the process of visual perception – is understood here as a multidimensional phenomenon, to which justice can be done only through a multifaceted theoretical foundation. An approach to the method of eye tracking must therefore start with theoretical considerations on the physiological and psychological aspects of (visual) perception and cognition. The chapter then elaborates on the implications of these theoretical considerations with regards to operationalization, analysis, and interpretation of the eye‐tracking data. Finally, it discusses and critically assesses specific examples of studies employing eye tracking to illustrate how the method may be applied to media studies research.
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