How do social media users process cancer prevention messages on Facebook? An eye-tracking study

Chou, Wei‐Yang; Trivedi, Neha; Peterson, Emily; Gaysynsky, Anna; Krakow, Mindy; Vraga, Emily K.

doi:10.1016/j.pec.2020.01.013

Cited by 24 publications

(16 citation statements)

References 25 publications

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“…Nowadays, eye-tracking systems are valuable tools used to study the factors affecting the ability of ads to gain attention and to evaluate communication effectiveness [see ( 18 ), for a review]. In health communication, a large number of studies have investigated the importance of eye gaze to improve the understanding of message effectiveness in various health topics: tobacco [see ( 19 ) for a review], cancer [e.g., ( 20 , 21 ), and binge drinking ( 22 ). However, to our knowledge, none of these studies has considered humor effect in health communication using eye-tracking technology.…”

Section: Introductionmentioning

confidence: 99%

Your Eyes Do Not Lie! Dissecting Humor Effects in Health Messages Using Eye Tracker Technology

Brigaud

Lafont

Blanc

2021

Front. Public Health

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In the past decade, humor in scientific research has become more and more popular providing an increase of data identifying the context in which humor is a promising communication strategy in preventive health messages. To avoid the limits of declarative responses usually recorded in past studies, eye tracker technology offers the possibility to assess and dissect the effects of humor on visual attention. In this brief report, we first attempt to extend the results of previous studies by recording eye movements while participants were exposed to humorous and nonhumorous print health ads dealing with tobacco and alcohol consumption. A secondary purpose is specifically to test the visual attention French women devoted to humorous tobacco preventive ads, the worrying results of recent studies urging to find a way to improve tobacco preventive campaigns. Based on three complementary eye-tracking measures (i.e., total dwell time, fixation count, and revisits), the results showed that humorous health messages were scanned longer and more frequently and revisited more often compared to nonhumorous ones. In addition, humor appeared to reduce smokers' avoidance of preventive tobacco messages. The different pattern of visual exploration confirms that humor is a good strategy to grab attention even of individuals who are involved in the health topic addressed. In short, this paper argues for introducing lightness into a very serious subject, health communication, based on the analysis of eye movement evidence.

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Section: Introductionmentioning

confidence: 99%

Your Eyes Do Not Lie! Dissecting Humor Effects in Health Messages Using Eye Tracker Technology

Brigaud

Lafont

Blanc

2021

Front. Public Health

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“…Additional analysis of survey answers aimed to look at discrepancies between participants’ dwell time on AOIs and their self-reported answers. By using both eye-tracking and self-reporting methods, a more holistic representation of how participants are interacting with and process fake news examples is given ( Chou et al, 2020 ).…”

Section: Methodsmentioning

confidence: 99%

Utilising online eye-tracking to discern the impacts of cultural backgrounds on fake and real news decision-making

et al. 2022

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IntroductionOnline eye-tracking has been used in this study to assess the impacts of different cultural backgrounds on information discernment. An online platform called RealEye allowed participants to engage in the eye-tracking study from their personal computer webcams, allowing for higher ecological validity and a closer replication of social media interaction.MethodsThe study consisted of two parts with a total of five visuals of social media posts mimicking news posts on Twitter, Instagram, and Facebook. Participants were asked to view examples of real and fake news taken from a news fact-checking website, Snopes, and their eye movements were recorded during the process. Participants were recruited through Prolific and SONA; the total sample size for study 1.1 was 29 participants, and the total for study 1.2 was 25 participants, after removing poor eye-tracking data. A total of five visual images comprising true and false news were shown to the participant, study 1.1 had three examples and study 1.2 had two examples. There were two main cultural backgrounds in focus: participants born in China or the United Kingdom.ResultsResults suggested that participants follow a similar visual pattern of attention to Areas of Interest (AOIs) on the posts, which leads us to believe that due to the global standardisation of popular social media platforms, a bias might have occurred during information discernment.DiscussionIt is suggested that regardless of country background, users may have similar eye-tracking results while viewing a social media post because social media platform formats are standardised globally. Further research would recommend looking at language and linguistic traits when seeking differences between country backgrounds during online information discernment.

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“…La imagen del cáncer se ha estudiado en revistas especializadas y en medios de comunicación (Grant & Hundley, 2008), en campañas de concienciación (Cartwright, 1998) y, más recientemente, en redes sociales como Instagram (Basch & MacLean, 2019). Predominan los trabajos dedicados al análisis del discurso (Döbrössy et al, 2020;Gibson et al, 2016;Sutton et al, 2018;Zhang et al, 2019), a las dinámicas de viralización (Noar et al, 2018;Wang et al, 2019), o a la respuesta fisiológica ante las imágenes (Chou et al, 2020).…”

Section: La Imagen En Redes Y En Instagram Más Allá Del Análisis De Contenidounclassified

Imágenes desgarradas: el uso de scrapers en investigación social en Instagram sobre cáncer

Varela-Rodríguez

Mariño

2021

cdi

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El uso de redes de contenido visual como Instagram está bien documentado en la comunicación en salud, especialmente el análisis de contenido para estudiar las imágenes. Sin embargo, esta metodología supone un reto ante las crecientes dificultades en el acceso y un marco legal y de actuación muy limitados. Basado en los postulados de la sociología visual, este artículo explora una metodología para obtener datos de Instagram mediante el uso de scrapers, revisando las necesidades técnicas y las implicaciones éticas en el uso de este tipo de herramientas. Se analiza la distribución de imágenes acompañadas por la etiqueta #SacaPecho, creada por la Asociación Española Contra el Cáncer con ocasión del Día Internacional de la Lucha Contra el Cáncer (19 de octubre de 2020). El uso de scrapers permite obtener referencias de más de 7000 imágenes en poco tiempo. El trabajo permite entender las herramientas al alcance de la investigación social para acceder a datos relevantes en Instagram y propone un debate sobre las posibilidades éticas en este ámbito.

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How do social media users process cancer prevention messages on Facebook? An eye-tracking study

Cited by 24 publications

References 25 publications

Your Eyes Do Not Lie! Dissecting Humor Effects in Health Messages Using Eye Tracker Technology

Your Eyes Do Not Lie! Dissecting Humor Effects in Health Messages Using Eye Tracker Technology

Utilising online eye-tracking to discern the impacts of cultural backgrounds on fake and real news decision-making

Imágenes desgarradas: el uso de scrapers en investigación social en Instagram sobre cáncer

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