Beyond Self-Reports: Using Eye Tracking to Measure Topic and Style Differences in Attention to Social Media Content
Beyond Self-Reports: Using Eye Tracking to Measure Topic and Style Differences in Attention to Social Media Content
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超越自我报告：使用眼动追踪来衡量社交媒体内容关注的主题和风格差异
DOI：
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发表时间：
2016
期刊：
影响因子：
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通讯作者：
Sonya V. Troller‐Renfree
中科院分区：
文献类型：
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作者：
E. Vraga;L. Bode;Sonya V. Troller‐Renfree
摘要对社交媒体内容的研究绝大多数依赖于自我报告，我们认为这是有意义的限制和可能的偏见。相反，我们采用了一种未被充分利用的方法-角膜眼动跟踪-来衡量对社交媒体内容的关注。我们让受试者接触不同类型的Facebook内容，并在他们浏览帖子时跟踪他们的目光。实质上，我们发现新闻和社会内容获得同等的关注，政治落后于两者。我们还发现，帖子的风格对注意力模式很重要，内容更丰富（例如，图片，链接），特别是对社会和新闻帖子的关注。从方法上讲，我们得出结论，参与者无法准确报告Facebook提要上可用的内容的主题和类型，即使在曝光后也是如此。我们讨论了这些研究结果的影响，并在这方面提出了适当的方法的建议。
ABSTRACT Research on social media content overwhelmingly relies on self-reports, which we suggest are meaningfully limited and likely biased. Instead, we apply an under-utilized method—corneal eye tracking—for gauging attention to content in social media. We expose subjects to different types of Facebook content and track their gaze as they browse through posts. Substantively, we find that news and social content garner equal attention, with politics trailing behind both. We also find that the style of the post matters for attention patterns, with richer content (e.g., pictures, links) enhancing attention especially for social and news posts. Methodologically, we conclude that participants are unable to accurately report the topics and types of content available on the Facebook feed, even immediately after exposure. We discuss the implications of these findings and also make recommendations for appropriate methods in this area.