Eye Tracking: Potential Applications for Public Management, Political Branding and Election Campaigns

Cover Page

Cite item

Abstract

The article analyzes potential of applying contemporary eye-tracking technologies in the areas of analytical support of political activities and public administration. The authors conclude that eye-tracking research could be applied to planning of information and election campaigns, counter-extremism activities in the Internet, party branding and political SMM. The article shows that in the context of the Covid-19 pandemic, an increasing share of information, management and regulatory functions are performed online, which further updates the possibilities of using eye-tracking to improve remote public services and optimize their usability.

About the authors

Yaroslav R. Ignatovskiy

Analytical Center PolitGeneration

Author for correspondence.
Email: hindutime@mail.ru

Political Consultant, General Director

Ligovskiy prosp., 74, Saint-Petersburg, Russian Federation, 191040

Vladimir G. Ivanov

Peoples’ Friendship University of Russia (RUDN University)

Email: ivanov_vg@pfur.ru

Doctor of Political Sciences, Associate Professor of the Department of Comparative Politics

Miklukho-Maklaya str., 6, Moscow, Russian Federation, 117198

References

  1. Yarbus A.L. Eye Movements and Vision. New York: Plenum; 1967.
  2. Journal of Eye Movement Research. URL: https://bop.unibe.ch/index.php/JEMR. Accessed: 01.02.2020.
  3. Schmuck D., Tribastone M., Matthes J., Matthes E., Bergel M. Avoiding the Other Side?: An Eye-Tracking Study of Selective Exposure and Selective Avoidance Effects in Response to Political Advertising // Journal of Media Psychology Theories Methods and Applications. December 2019. doi: 10.1027/1864-1105/a000265
  4. Geise S., Heck A., Panke D. The Effects of Digital Media Images on Political Participation Online: Results of an Eye-Tracking Experiment Integrating Individual Perceptions of “Photo News Factors”: Media Images and Political Participation // Policy and Internet. February 2020. doi: 10.1002/poi3.235
  5. Toreini P., Toreini M., Langner A. Using Eye-tracking for Visual Attention Feedback. Conference: Information Systems and Neuroscience (NeuroIS Retreat) At: Vienna, Austria. June 2019.
  6. Ognev A.S., Fan C., Lihacheva Je.V., Nikolaeva L.P., Hudolej M.M., Kagonjan R.S., Piksajkina S.V., Rickaja E.V. Perspektivy ispol’zovanija sovremennyh portativnyh ajtrekerov. Chelovecheskij kapital v formate cifrovoj jekonomiki Mezhdunarodnaja nauchnaja konferencija, posvjashhennaja 90-letiju S.P. Kapicy: sbornik dokladov [Prospects of Use of Modern Portable Eye Trackers. Human Capital, Digital Economy, international scientific conference, dedicated to 90th anniversary of S.P. Kapitsa: collection of papers]. Moscow; 2018: 98–103 (In Russ.).
  7. Ognev A.S., Lihacheva Je.V. Okulograficheskij analiz psihosemanticheskih osobennostej komp'juternyh izobrazhenij. Lichnost’ v informacionno-obrazovatel’nom prostranstve: otvety na vyzovy vremeni sbornik dokladov Vserossijskoj nauchno-prakticheskoj konferencii [Oculographic Analysis of Psychosemantic Features of Computer Images. Personality in Information and Educational Space: Answers to the Challenges of Time: collection of reports of the all-Russian scientific and practical conference]. Moscow: Rossijskij novyj universitet; 2018: 98–103 (In Russ.).
  8. Ognev A.S., Petrovskij V.A., Lihacheva Je.V. Okulometricheskie projavlenija psihologicheskih ustanovok respondentov v otnoshenii vosprijatija visual’nogo kontenta. [Oculometric Manifestations of Psychological Attitudes of Respondents in Relation to the Perception of Visual Content]. Vestnik Rossijskogo novogo universiteta. Serija: Chelovek v sovremennom mire. 2018; 2: 41–48 (In Russ.).

Copyright (c) 2020 Ignatovskiy Y.R., Ivanov V.G.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies