Neurociencias aplicadas a la comunicación políticaanálisis de carteles electorales con Eye-Tracking
- Rúas Araújo, José
- Puentes Rivera, Iván
- Crespo Pereira, Verónica
- Rúas Araújo, José (coord.)
- Martínez Fernández, Valentín Alejandro (coord.)
- Rodríguez, María Magdalena (coord.)
- Puentes Rivera, Iván (coord.)
- Yaguache Quichimbo, Jenny (coord.)
- Sánchez Amboage, Eva (coord.)
Publisher: Universidad Técnica Particular de Loja ; XESCOM. Red Internacional de Investigación de Gestión de la Comunicación
ISBN: 978-9942-25-054-4
Year of publication: 2016
Pages: 1194-1212
Congress: Simposio Internacional sobre Gestión de la Comunicación (2. 2016. ----)
Type: Conference paper
Abstract
The techniques and tools of neurosciences contribute to the social sciences in general and communication in particular, new instruments for observation and objective measurement of attention and perception. One of these tools is the Eye-Tracking, with over a century of proven experimentation and, more recently, in advertising. This communication proposes an analysis with Eye-Tracking, among a group of 27 students and professors of psychology, marketing and communications, from posters of the five leading candidates to the elections held on 20th December 2015 in Spain (Mariano Rajoy, PP ; Pedro Sanchez, PSOE, Albert Rivera, Ciudadanos, Pablo Iglesias, Podemos and Alberto Garzón, IU), in order to locate the point of attention and areas of concentration thereof (heat maps) of each poster and set similarities and differences with the rest of the posters, introducing the gender variable in all cases. Among the expected conclusions, it is remarkable the interest of the contrast between theory of attention and perception with the observation by Eye-Tracking.