Se publican casi al mismo tiempo estos dos estudios en los que he tenido el gusto de participar. Ambos tienen 3 elementos en común:
- el dispositivo de eye tracking
- la fotografía de prensa
- las redes sociales, concretamente en Facebook.
Uno de ellos hace un recorrido por lo que se ha publicado, el otro hace un estudio con usuarios. Comparto aquí el resumen y la referencia:
Arrazola, Víctor; Marcos, Mari-Carmen (2014). Fotografía de prensa y redes sociales: la técnica de eye tracking. Ámbitos. Revista
Internacional de Comunicación, 27.
El artículo presenta la técnica del seguimiento de la mirada (eye tracking)
y analizalos estudios previos que, basándose en esta técnica, se han
realizado sobre la prensa en las redes sociales, con especial
detenimiento en Facebook. El artículo también hace un recorrido
por el papel de la imagen en la prensadesde los inicios del
fotoperiodismo hasta la aparición del periodismo digital.Dela revisión
bibliográfica realizada se desprende que existe un claro vacío de
investigaciones que aborden un análisis conjunto de las imágenes y las
redes socialeshaciendo uso de la técnica del seguimiento de la mirada.
Cárcamo, Luis; Marcos, Mari-Carmen; Cladellas, Ramon; Castelló, Antoni (2015). News photography for Facebook: effects of images on the visual behaviour of readers in three simulated newspaper formats. Information Research, vol. 20, n.1.
Introduction. The social networks have changed the news
media scene and the media are striving to adapt to this new space by
posting news that is attractive to their users. On Facebook in
particular, the inclusion of images in news posts is very important, as
they compete with the images depicting the users’ personal interests and
those of their social circle.
Method. An empirical study was applied in which twenty-four users (Spanish university students) were shown three Facebook
walls with news presented in three different formats according to the
presence or absence of images and the size of these images. The
experiment was recorded with an eye tracking device that tracked the
movement of the users’ eyes.
Results. As the size of the images in the news posts
varied, we found significant differences in the amount of time people
took to start looking at each post, as well as the length of time their
eyes remained on these posts. The post formats designed with larger
images were looked at for a longer time and were clicked more often in
order to read the news text. Generalization of these results must be
restricted to the specific cultural context.
Conclusions. The size of the image in a news post presented on Facebook
is extremely important in order to attract and retain readers. The
scientific value of the study lies in researching visual behaviour in
the consumption of news on Facebook.
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