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

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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


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

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