เปรียบเทียบวิธี

	Visual Framing Analysis	Eye-Tracking in Media Research
สาขาวิชา	Communication	Communication
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	2011	2011
ผู้ริเริ่ม	Visual framing scholarship (Rodriguez & Dimitrova; Messaris & Abraham)	Eye-tracking methodology (Holmqvist et al.); media-research adaptation
ประเภท	Analysis of how images frame issues through selection and emphasis	Behavioral measurement of visual attention to media stimuli
แหล่งต้นตำรับ	Rodriguez, L., & Dimitrova, D. V. (2011). The levels of visual framing. Journal of Visual Literacy, 30(1), 48–65.	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
ชื่อเรียกอื่น	Visual frame analysis, Image framing analysis, Levels of visual framing, Görsel Çerçeveleme Analizi	Media eye-tracking, Gaze tracking for media, Visual attention tracking, Medya Araştırmalarında Göz İzleme
ที่เกี่ยวข้อง	4	4
สรุป	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.	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.