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Eye Tracking: Potential Applications for Public Management, Political Branding and Election Campaigns
- Authors: Ignatovskiy Y.R.1, Ivanov V.G.2
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Affiliations:
- Analytical Center PolitGeneration
- Peoples’ Friendship University of Russia (RUDN University)
- Issue: Vol 7, No 2 (2020)
- Pages: 155-160
- Section: ACADEMIC LIFE
- URL: https://journals.rudn.ru/public-administration/article/view/24027
- DOI: https://doi.org/10.22363/2312-8313-2020-7-2-155-160
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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.
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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, 191040Vladimir 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, 117198References
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