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Reception of multimodality: Applying eye tracking methodology in multimodal research

Holsanova, Jana LU (2014) In Routledge Handbook of Multimodal Analysis p.285-296
Abstract
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... (More)
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. (Less)
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author
organization
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
in
Routledge Handbook of Multimodal Analysis
editor
Jewitt, Carey
pages
285 - 296
publisher
Routledge
ISBN
978-0-415-51974-8
project
Cognition, Communication and Learning
language
English
LU publication?
yes
id
e2c39370-6d61-4ba2-9f8a-92f52154c24e (old id 3157897)
date added to LUP
2012-10-26 11:05:04
date last changed
2016-04-16 09:11:01
@inbook{e2c39370-6d61-4ba2-9f8a-92f52154c24e,
  abstract     = {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.},
  author       = {Holsanova, Jana},
  editor       = {Jewitt, Carey},
  isbn         = {978-0-415-51974-8},
  language     = {eng},
  pages        = {285--296},
  publisher    = {Routledge},
  series       = {Routledge Handbook of Multimodal Analysis},
  title        = {Reception of multimodality: Applying eye tracking methodology in multimodal research},
  year         = {2014},
}