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- Holmberg, Nils, et al.
(författare)
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Animated adverts impair children’s online reading and text comprehension
- 2015
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Ingår i: Journal of Eye Movement Research. - : University of Bern. - 1995-8692. ; 8:4, s. 98-98
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Konferensbidrag (refereegranskat)abstract
- In this study we examined the effects of animated adverts on children’s online reading. We conducted an eye-tracking experiment with authentic web pages to assess whether (1) advert animation primarily affects overt visual attention, or (2) animated adverts primarily affect text comprehension, or (3) both eye movements and comprehension are affected. 59 children in third grade (9-year-olds) participated in the study. The stimulus material con- sisted of 6 factual texts that were presented on a news website. Online banner adverts were presented in a column on the right side of the texts. The adverts were presented in two conditions: static and animated. After reading each text the children provided answers to multiple choice comprehension questions. The results showed that advert animation af- fected several text processing measures, such as fixation duration and regressive saccades. This effect was stronger among children with poor gaze control (as measured with an anti- saccade task). More importantly, however, the present study showed that animated adverts had a significant negative effect on children’s text comprehension. The study discusses how these findings could be used to regulate commercial content on children’s websites. Also, suggestions for using individual differences in eye movement measures to predict reading comprehension are explored.
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- Gidlöf, Kerstin, et al.
(författare)
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The use of eye-tracking and retrospective interviews to study teenagers' exposure to online advertising
- 2012
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Ingår i: Visual Communication. - : SAGE Publications. - 1470-3572 .- 1741-3214. ; 11:3, s. 329-345
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Tidskriftsartikel (refereegranskat)abstract
- This study investigated (1) potential exposure, (2) actual exposure, and (3) perceived exposure to online advertising in Swedish 15-year-olds. Eye movements of these teenagers were measured while they surfed on the internet for 15 minutes. The results show that the teenagers were potentially exposed to 132 advertisements during this time. The actual exposure was 10 per cent of all potential advertisements. A mixed effect model analysis indicates that position and size of advertisements are important factors influencing the teenagers’ visual attention to advertising, whereas subject gender did not have any significant effect. A retrospective interview based on previously recorded eye-tracking data revealed that there was a substantial difference between the teenagers’ actual and perceived exposure to advertisements, and that they were mainly unaware of their actual exposure. The retrospective interviews also showed that the subjects had difficulties in identifying the advertisements and advertised product, as well as the advertiser.
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- Poveda, David, et al.
(författare)
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Space and practices : Engagement of children under 3 with tablets and televisions in homes in Spain, Sweden and England
- 2020
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Ingår i: Journal of Early Childhood Literacy. - London : SAGE Publications. - 1468-7984 .- 1741-2919. ; 20:3, s. 500-523
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Tidskriftsartikel (refereegranskat)abstract
- Young children’s engagements with digital technologies form part of their emergent everyday literacy practices. The study reported here derives from the pan-European study ‘A Day in the Digital Lives of Children aged 0-3’. The methodology was centred on the videoing of an entire day’s experiences of a child aged under 3, together with a reflective interview with the parents and inventories related to digital access, skills and activities of the child. In this paper, we look at three children in Spain, Sweden and England, respectively. We examine our data through three prisms. (1) Spatio-temporal: We consider the children’s engagements in terms of their appropriation of space, in relationships with others in the home and the intimate geographies of young children’s digital literacies. (2) Parental discourse: We use the tensions and contradictions for families framework to examine the selection and monitoring of digital literacies. (3) Practice: Drawing on the first two prisms, we zoom into how children engage with tablet devices and television. Our research demonstrates richness, diversity and agency in these young children’s practices with technologies. We propose the concept of living-room assemblage as an analytical metaphor to understand the macrohabitats of young children’s digital literacies and practices, which emerge as multi-layered, creative and co-occurring with other family activities.Our analysis also explores the challenges presented to parents and the ways in which they navigate tensions and contradictions in their media and digital environments, which are condensed in family practices and discourses around tablets and television.
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- Sandberg, Helena, et al.
(författare)
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Children’s Exposure to and Perceptions of Online Advertising
- 2011
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Ingår i: International Journal of Communication. - 1932-8036. ; 5, s. 21-50
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Tidskriftsartikel (refereegranskat)abstract
- Abstract in UndeterminedThe popularity of the Internet and marketers' increased investments in Internet advertising have raised some questions concerning a marketer's power to influence children and young people's consumption through new media technology. This article, based on a recent explorative study of 15-year-old Swedish teenagers, aims to discuss their exposure-potential, actual, and perceived-to online advertising. Eye movements of these teenagers were measured while surfing the Internet for 15 minutes. The results suggest that teenagers are exposed to 10% of all the potential advertisements, but they are mainly unaware of this actual exposure. Food advertisements had the highest impact in this study. Our research also indicates substantial gender differences in actual exposure to advertising. Boys are exposed between 30% and 60% more to advertisements in some categories (gambling, ad links, lifestyle, and recreation) than girls.
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