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Reception of multimodality: Applying eye tracking methodology in multimodal research

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Author

Editor

  • Carey Jewitt

Summary, in English

The chapter presents a new perspective that concerns reception of multimodality and emphasizes how multimodal messages are perceived by the users. This perspective is described in relation to three main production-oriented perspectives: social semiotic multimodal analysis, a systemic functional approach and multimodal interactional analysis. It is argued that eye tracking measurements, in combination with verbal protocols, interviews, comprehension tests and questionnaires, is a suitable method for studying reception of multimodality. The chapter gives an overview over different ways how eye-tracking methodology can be used in the research on multimodality. Various application areas associated with the use of eye tracking methodology are summarized. Potentials and limitations of this methodology are listed. The chapter provides examples from eye tracking studies focusing on integration of various modes.

Department/s

Publishing year

2014

Language

English

Pages

285-296

Publication/Series

Routledge Handbook of Multimodal Analysis

Document type

Book chapter

Publisher

Routledge

Topic

  • Philosophy

Status

Published

Project

  • Thinking in Time: Cognition, Communication and Learning

ISBN/ISSN/Other

  • ISBN: 978-0-415-51974-8