Differences of Visual Attention to Memes: An Eye Tracking Study
Nowadays, memes are used as funny yet effective approach to send the messages for people. The growth of internet and digital media in recent years make memes easier to spread around the world. There are many studies about the perception to memes among different ages. However, it is still unclear the visual attention of people to memes. To solve the problem, human eye tracker could be used as objective and bias free technology. In this study, millennials and non-millennials participants were shown many memes image in random order. Participant’s eye movements were recorded using human eye tracker to measure visual attention. Following eye tracking, participants completed a modified questionnaire to measure the perceptions of memes.