So sánh phương pháp

	Eye-Tracking in Media Research	Multimodal Content Analysis
Lĩnh vực	Communication	Communication
Họ	Process / pipeline	Process / pipeline
Năm ra đời	2011	2006
Người khởi xướng	Eye-tracking methodology (Holmqvist et al.); media-research adaptation	Multimodality theory (Kress & van Leeuwen)
Loại	Behavioral measurement of visual attention to media stimuli	Analysis of meaning across multiple modes (text, image, sound, layout)
Công trình gốc	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	Kress, G., & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). London: Routledge. ISBN: 9780415319157
Tên gọi khác	Media eye-tracking, Gaze tracking for media, Visual attention tracking, Medya Araştırmalarında Göz İzleme	Multimodal analysis, Multimodal discourse analysis (content), Text-image-sound content analysis, Çok Kipli İçerik Analizi
Liên quan	4	4
Tóm tắt	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.	Multimodal content analysis studies how communication makes meaning through the combination of several modes at once — written and spoken language, images, layout, color, gesture, music, and sound. Grounded in the social-semiotic theory of Kress and van Leeuwen, it analyzes each mode by its own meaning-making resources and, crucially, how the modes work together, since modern media messages are rarely text alone.