השוואת שיטות

	Psychophysiological Measures in Media Research	Eye-Tracking in Media Research
תחום	Communication	Communication
משפחה	Process / pipeline	Process / pipeline
שנת המקור	2004	2011
הוגה השיטה	Psychophysiology of media (Ravaja; Lang's tradition)	Eye-tracking methodology (Holmqvist et al.); media-research adaptation
סוג	Real-time physiological measurement of attention and emotion to media	Behavioral measurement of visual attention to media stimuli
מקור מכונן	Ravaja, N. (2004). Contributions of psychophysiology to media research: Review and recommendations. Media Psychology, 6(2), 193–235.	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
כינויים	Physiological measures of media response, Media psychophysiology, Biometric media measurement, Medya Araştırmalarında Psikofizyolojik Ölçümler	Media eye-tracking, Gaze tracking for media, Visual attention tracking, Medya Araştırmalarında Göz İzleme
קשורות	4	4
תקציר	Psychophysiological measurement records the body's continuous responses — heart rate, skin conductance, facial muscle activity, and more — while people are exposed to media, providing real-time, covert indicators of attention and emotion. Reviewed for communication by Ravaja, these measures sidestep the biases of self-report and capture moment-to-moment processing as a message unfolds.	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.