觀其眸子人焉廋哉—談眼球追蹤法探索傳播議題的可能性
Exploring communication research by utilizing eye-tracking methodology

唐大崙、張文瑜

眼球追蹤技術在心理學領域的研究中沿用已久，它不只提供為一種探索心理歷程的工具，也逐漸在其他領域開創出新的應用議題，但是對傳播研究者而言仍然是新穎且難度較高的方法。本文即企圖從過去眼動追蹤實驗的四個重要意涵，分別是第一、變項的獨特性、 第二、歷程勝於結果、第三、客觀的資料型態以及第四、符號、解釋意義和客體三者之間互動性，來探索傳播行為研究如何運用眼球運動追蹤技術增進對媒體內容與接收訊息者、認知取向的媒體主題的瞭解。對於眼球追蹤原理與發展、眼球運動變項的獨特性與傳播研究之關聯、眼球追蹤法輔助著重認知歷程的傳播研究、目前眼球追蹤法面臨的最大困境，一一論述，期盼能啟發未來的傳播行為研究議題。

Eye-tracking method as a tool for exploring the cognitive process has been used for psychology, linguistics, and communication science research. In this paper, the researchers examine the literature of eye-tracking methodology and discuss the potential and possible application for communication study specializing in message content, receiver and kinesics of intercultural communication aspects. Four implications of eye-tracking method in communication study are highlighted and the limitation is also discussed as conclusion.

眼球追蹤，傳播研究，心理學，認知歷程

eye-tracking, communication research, psychology, cognitive processes

2006.07.12

已授權

2006G25.pdf