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3340 Online Journalism Feb21 Eye Tracking


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Online Journalism 3340 - Eye Tracking - Poynter Institute

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3340 Online Journalism Feb21 Eye Tracking

  1. 1. ‘ Eyetracking’ How Online What Are Readers Consuming University of North Texas Department of Journalism Online Journalism 3340 February 21, 2008
  2. 2. Today’s Lineup <ul><ul><li>Today’s News </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Eyetracking – Why This Matters </li></ul></ul><ul><ul><li>In-Class Writing Assignment </li></ul></ul><ul><ul><li>Homework for Tuesday </li></ul></ul><ul><ul><ul><li>Read “Digital Storytelling – Genre” and “Digital Storytelling Tools” Chapters </li></ul></ul></ul><ul><ul><ul><ul><li>Be prepared to discuss “The Five I’s” and provide examples from websites that address these issues </li></ul></ul></ul></ul>
  3. 3. <ul><li>“ This has everything to do with journalism. How people consume information, how they comprehend information it is a huge piece of the puzzle. If you can’t provide information in ways they can understand it and access it, then you’re wasting your time as a journalist. And we can’t afford to waste time.” </li></ul><ul><ul><li>Keith Woods, Dean, Poynter Institute of Journalism </li></ul></ul>
  4. 4. <ul><li>“ We have learned as an industry we are backward in research and that we are not seizing the new technologies and discoveries of recent years. … As an industry we must improve and expand, or we dwindle and die.” </li></ul><ul><ul><li>Nelson Poynter </li></ul></ul><ul><ul><ul><li>Nov. 2, 1946 </li></ul></ul></ul>
  5. 5. Key Observations <ul><li>More story text read online, than print </li></ul><ul><ul><li>And most read all the text </li></ul></ul><ul><li>Jumps were read </li></ul><ul><li>Two types of readers </li></ul><ul><ul><li>Methodical – Mainly ‘print’ readers </li></ul></ul><ul><ul><ul><li>Read top to bottom </li></ul></ul></ul><ul><ul><ul><li>Re-read some material </li></ul></ul></ul><ul><ul><ul><li>Use drop down boxes, nav bars, searches </li></ul></ul></ul><ul><ul><ul><li>Read a higher percentage of text </li></ul></ul></ul>
  6. 6. Key Observations <ul><li>Scanners – Mainly online readers </li></ul><ul><ul><li>‘ Scan’ headlines and text, never reading any one story specifically </li></ul></ul><ul><ul><li>Read parts of stories, look at photos </li></ul></ul><ul><ul><li>Look at story lists to choose stories </li></ul></ul><ul><li>The response (Page 31) </li></ul><ul><ul><li>Media has to move to alternative storytelling </li></ul></ul><ul><ul><li>More interactive elements </li></ul></ul><ul><ul><ul><li>Q&A, a timeline, a fact box or a list – drew a higher amount of visual attention, compared to regular text in print. </li></ul></ul></ul><ul><ul><ul><li>On average, we saw 15 percent more attention to what we call alternative story forms than to regular text in print. This number rose to 30 percent in broadsheet format. </li></ul></ul></ul>
  7. 7. Key Observations <ul><li>Graphics Elements </li></ul><ul><ul><li>Big is better: Headlines & Photos </li></ul></ul><ul><ul><ul><li>Large, color photos (p. 45) </li></ul></ul></ul><ul><ul><ul><li>Mug shots get lost </li></ul></ul></ul><ul><ul><li>Online readers use the navigational elements </li></ul></ul>