study on eye tracking technique: do digital media influence … · 2015-09-25 · media terminal,...

Study on Eye Tracking Technique:

Do digital media influence reading

comprehension?

Bing Zhang

Elena Añaños

, 24-25 April 2014

http://congresoaudiovisual.esne.es/

Contents

Introduction

Methodology

Data analysis

Conclusions 4

1

2

3

2 Zhang, Bing & Añaños, Elena (2014)

Hot Tip

Digital reading has become an important means of reading


Introduction

Digital

reading

Reading based on a variety of electronic

media terminal, such as electronic paper

book, Tablet PC, personal computers, smart

phones, smart TV,

Reading will lose its original depth

that leads to fragmentation, one-

dimensional and entertainment

"shallow reading"

Discussion

Argument


Introduction

Paper reading Digital reading

Screen based

Popular now

interactivity, non-linearity,

immediacy of accessing

information, and the

convergence of text and

images, audio and video

• Books, newspapers, magazines…

Based on paper

Normal reading 5 years ago

Easy and not too many choice

Comparison between digital reading and paper reading


Methodology


Data analysis

The study of heat maps


PAPER DIGITAL

Data analysis

The study of visual attention

Fixation durations (Seconds spent in digital and paper reading = times with Fixations)


ANOVA

p = .334 > 0.05

NS

76,00

78,00

80,00

82,00

84,00

86,00

88,00

90,00

92,00

Digital Paper

Digital

Paper

Data analysis

The study of visual attention

Fixation number (average in each support)


ANOVA

p = .000 < 0.05

Significance!

-

50,00

100,00

150,00

200,00

250,00

300,00

350,00

Digital Paper

Digital

Paper

Data analysis

Digital reading orbit


Data analysis

The study of comprehension (%)


51,0

52,0

53,0

54,0

55,0

56,0

57,0

58,0

59,0

Digital Paper

Digital

Paper

ANOVA

p = .449 > 0.05

NS

Conclusions

Significant difference in hot spot map: GH

No significant difference in fixation duration: H1

Big significance in fixation times: H1

No significant differences in Comprehension rate: H2


Digital Media dosen’t influences

reading conprehension!!!!

Some References

Añaños, E. (2011). Visual impact and eye fixation of non conventional advertising (NCA) on television among young people and the elderly. Quaderns del CAC, 37 (XIV), (2), 77-88. Retrieved the 25th of February of 2014 from: http://www.cac.cat/pfw_files/cma/recerca/quaderns_cac/Q37_Ananos_EN.pdf

Añaños, E. & Astals, A. (2013). ¿Imagen o texto? El poder de captar la atención de los

elementos gráficos analizado con el Eye Tracker. Gráfica, 1 (2), 87-98. Retrieved the 25th of

February of 2014 from: http://revistes.uab.cat/grafica/article/view/v1-n2-ananos

Birkerts, S. (2006). The Gutenberg elegies: The fate of reading in an electronic age. London:

MacMillan.

Yuan,Z. & Zhang,M. (2011), Eye tracking analysis of Mobile newspaper advertising.

Science-Technology and Publication, 8 (8), 68-71.


http://www.cac.cat/pfw_files/cma/recerca/quaderns_cac/Q37_Ananos_EN.pdf

http://revistes.uab.cat/grafica/article/view/v1-n2-ananos





Acknowledgment!

Min Zhang

University of Shangai

for Science and Technology

Thank You for your

attention!

study on eye tracking technique: do digital media influence … · 2015-09-25 · media terminal,...

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