Citation

Illuminating Blind Spots in Visual Perception: Combining Gestalt Principles and Eyetracking Patterns to Explain Perception of Online and Printed Media

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Abstract:

This paper discusses to what extent the classical approach of Gestalt principles can be applied to explain measurements of visual perception with eye-tracking. Gestalt principles can be seen as a model to interpret certain effects and results of visual perception, whereas eyetracking does give empirical access to physically measurable effects during visual perception. The empirical basis are two studies done with journalistic media: One study compared reading of newspapers in broadsheet and compact format, the second used multimodal presentations in online journalism as stimuli. Applying Gestalt principles as a frame for interpreting eyetracking data allows to address central questions about the reception of multimodal presentations which combine visuals like photos and graphics with written text: How do recipients build references between components of a multimodal stimulus? Which elements are referred to other elements and in which form? Does that influence the further processes of reception?
References:
Bucher, H.J., & Schumacher, P. (2007). Tabloid versus Broadsheet: Wie Zeitungsformate gelesen werden. Media Perspektiven, 10, 514-528.
Bucher, Hans-Jürgen and Schumacher, Peter (2006): The relevance of attention for selecting news content. An eye-tracking study on attention patterns in the reception of print and online media. In: Communications, 31. Jg., 3, S. 347-368.
Bucher, Hans-Jürgen, Schumacher, Peter and Duckwitz, Amelie (2007): With the eyes of the readers: A comparison of the broadsheet and compact formats. An eye-tracking study on reader-newspaper interaction (Ifra Special Report 03.2007). Darmstadt.
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Association:
Name: International Communication Association
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http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p298659_index.html
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MLA Citation:

Schumacher, Peter. "Illuminating Blind Spots in Visual Perception: Combining Gestalt Principles and Eyetracking Patterns to Explain Perception of Online and Printed Media" Paper presented at the annual meeting of the International Communication Association, Marriott, Chicago, IL, <Not Available>. 2017-09-11 <http://citation.allacademic.com/meta/p298659_index.html>

APA Citation:

Schumacher, P. "Illuminating Blind Spots in Visual Perception: Combining Gestalt Principles and Eyetracking Patterns to Explain Perception of Online and Printed Media" Paper presented at the annual meeting of the International Communication Association, Marriott, Chicago, IL <Not Available>. 2017-09-11 from http://citation.allacademic.com/meta/p298659_index.html

Publication Type: Session Paper
Abstract: This paper discusses to what extent the classical approach of Gestalt principles can be applied to explain measurements of visual perception with eye-tracking. Gestalt principles can be seen as a model to interpret certain effects and results of visual perception, whereas eyetracking does give empirical access to physically measurable effects during visual perception. The empirical basis are two studies done with journalistic media: One study compared reading of newspapers in broadsheet and compact format, the second used multimodal presentations in online journalism as stimuli. Applying Gestalt principles as a frame for interpreting eyetracking data allows to address central questions about the reception of multimodal presentations which combine visuals like photos and graphics with written text: How do recipients build references between components of a multimodal stimulus? Which elements are referred to other elements and in which form? Does that influence the further processes of reception?
References:
Bucher, H.J., & Schumacher, P. (2007). Tabloid versus Broadsheet: Wie Zeitungsformate gelesen werden. Media Perspektiven, 10, 514-528.
Bucher, Hans-Jürgen and Schumacher, Peter (2006): The relevance of attention for selecting news content. An eye-tracking study on attention patterns in the reception of print and online media. In: Communications, 31. Jg., 3, S. 347-368.
Bucher, Hans-Jürgen, Schumacher, Peter and Duckwitz, Amelie (2007): With the eyes of the readers: A comparison of the broadsheet and compact formats. An eye-tracking study on reader-newspaper interaction (Ifra Special Report 03.2007). Darmstadt.


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