Abstract
Nowadays we can run across various applications of modern technologies in all areas of social life. One of these applications is also an eye tracking technology that helps to answer questions related to human-computer interaction. Through the eye tracking technology we have tried to find out how primary school students perceive well-known comics characters with whom they come into contact through various information and communication technologies. Such a study is important in order to determine to which superhero characteristics children tend to be more inclined. Another reason why we decided to focus on this research is that there are currently no publications dealing with the issue. The main conclusion drawn from this research is the fact that primary school students are mainly interested in the positive characters of superheroes, but there are some other features that influence the perception of children, for example the colourful appearance of the character or the interesting equipment the character uses.
Highlights
The present time is characterized by a significant expansion of information and communication technologies (Čorejová, 2015)
Based on the aforementioned reasons in our research, we decided to focus on exploring how children, who are potentially most influenced at the time of their development (10 to 11 years old), perceive well-known characters of superheroes who represent various human traits and are represented in different appearances
In general we can conclude that eye tracking is a form of research that monitors eye movement, in particular where people look and why they look there
Summary
The present time is characterized by a significant expansion of information and communication technologies (Čorejová, 2015). A new virtual environment is being created and is hampering the 20th century paradigms. This environment affects all generations, with children and youth being the most sensitive group. The most important socializing factors were mainly fairytale creatures such as princesses, brave knights, giants, dragons, fairies, watermen, witches and dwarfs. Traditional fairy-tale creatures are in the process of being superseded by superhero characters from various comics and movies. Children encounter these characters through the Internet, to which they have access from various devices, such as a mobile phone, tablet or PC. We conducted research through one of the neuro-marketing methods, through eye tracking technology
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