مقایسهٔ روش‌ها

	Eye-Tracking in Media Research	Visual Framing Analysis
حوزه	Communication	Communication
خانواده	Process / pipeline	Process / pipeline
سال پیدایش	2011	2011
پدیدآور	Eye-tracking methodology (Holmqvist et al.); media-research adaptation	Visual framing scholarship (Rodriguez & Dimitrova; Messaris & Abraham)
نوع	Behavioral measurement of visual attention to media stimuli	Analysis of how images frame issues through selection and emphasis
منبع بنیادین	Holmqvist, K., Nyström, M., Andersson, R., Dewhurst, R., Jarodzka, H., & van de Weijer, J. (2011). Eye Tracking: A Comprehensive Guide to Methods and Measures. Oxford: Oxford University Press. ISBN: 9780199697083	Rodriguez, L., & Dimitrova, D. V. (2011). The levels of visual framing. Journal of Visual Literacy, 30(1), 48–65.
نام‌های دیگر	Media eye-tracking, Gaze tracking for media, Visual attention tracking, Medya Araştırmalarında Göz İzleme	Visual frame analysis, Image framing analysis, Levels of visual framing, Görsel Çerçeveleme Analizi
مرتبط	4	4
خلاصه	Eye-tracking measures where, when, and for how long people look at media, providing a moment-by-moment record of visual attention that self-report cannot capture. By recording fixations and saccades and aggregating them over defined areas of interest, communication researchers infer what in an advertisement, news page, website, or video draws attention and how visual processing unfolds.	Visual framing analysis examines how images — photographs, video stills, infographics — frame an issue by selecting and emphasizing certain aspects of reality, just as verbal frames do. Building on framing theory and the multi-level model articulated by Rodriguez and Dimitrova, it interprets visuals across levels from what is literally depicted to the ideological meanings they carry, recognizing that images frame powerfully and often covertly.