Investigating online reading with eye tracking and EEG : The influence of text format, reading task and parafoveal stimuli on reading processes

Research on reading has been successful in revealing how attention guides eye movements when people read single sentences or text paragraphs in simplified and strictly controlled experimental conditions. However, less is known about reading processes in more naturalistic and applied settings, such as reading Web pages. This thesis investigates online reading processes by recording participants eye movements. The thesis consists of four experimental studies that examine how location of stimuli presented outside the currently fixated region (Study I and III), text format (Study II), animation and abrupt onset of online advertisements (Study III), and phase of an online information search task (Study IV) affect written language processing. Furthermore, the studies investigate how the goal of the reading task affects attention allocation during reading by comparing reading for comprehension with free browsing, and by varying the difficulty of an information search task. The results show that text format affects the reading process, that is, vertical text (word/line) is read at a slower rate than a standard horizontal text, and the mean fixation durations are longer for vertical text than for horizontal text. Furthermore, animated online ads and abrupt ad onsets capture online readers attention and direct their gaze toward the ads, and distract the reading process. Compared to a reading-for-comprehension task, online ads are attended to more in a free browsing task. Moreover, in both tasks abrupt ad onsets result in rather immediate fixations toward the ads. This effect is enhanced when the ad is presented in the proximity of the text being read. In addition, the reading processes vary when Web users proceed in online information search tasks, for example when they are searching for a specific keyword, looking for an answer to a question, or trying to find a subjectively most interesting topic. A scanning type of behavior is typical at the beginning of the tasks, after which participants tend to switch to a more careful reading state before finishing the tasks in the states referred to as decision states. Furthermore, the results also provided evidence that left-to-right readers extract more parafoveal information to the right of the fixated word than to the left, suggesting that learning biases attentional orienting towards the reading direction.

Eigennamen in Pressetexten : Ein Vergleich zweier Online-Zeitungen

Tämä pro gradu -tutkielma vertailee korpuksen avulla erisnimien kvantitatiivista jakautumista luokkiin kahdessa saksalaisessa verkkolehdessä. Työn tavoitteena on selvittää, kuinka erisnimiä voidaan luokitella ja mitä eroja niiden avulla on havaittavissa lehtien raportoinnissa. Laajempana kehyksenä toimii kysymys siitä, voidaanko erisnimiä hyödyntäen hahmottaa lehtien sisältöjä. Korpus on kerätty Frankfurter Allgemeine Zeitungin ja Süddeutsche Zeitungin verkkolehtien http: //www.faz.net (FAZ) ja http://www.sueddeutsche.de (SZ) artikkeleista ajalta 2.11.2004-8.11.2004. Valitut sivustot edustavat Saksan arvostetuimpien päivittäisten, koko maan kattavien sanomaleh- tien verkkojulkaisuja. Näistä FAZ:ia pidetään konservatiivisena ja SZ:ia liberaalina lehtenä. Kumpikin korpus käsittelee USA:n presidentinvaaleja syksyllä 2004 ja sisältää hieman alle 30 000 sanaa noin 40 lehtiartikkelista. Aihesidonnaisen korpuksen valinta perustuu erityisesti siihen, että tutkimuksen päämääränä on saada erisnimien avulla selville, miltä osin FAZ ja SZ eroavat toisistaan käsitellessään samaa aihetta. Teoriaosassa käydään läpi saksalaisten verkkolehtien taustaa, työhön liittyviä tekstilingvistisiä teo- rioita sekä erisnimien erikoispiirteitä. Siinä käsitellään myös kolmea aiempaa, saksankielisen eris- nimitutkimuksen luokittelua ja yhtä englanninkielistä, kieliteknologian luokittelua. Näissä havaitut puutteet motivoivat yhdistelemään ja muuttamaan olemassa olevia luokitteluja tätä työtä varten. Uusi luokittelu sisältää neljä yläluokkaa (olentojen, maantieteelliset, instituutioden ja asioiden ni- met), jotka kaikki kattavat kahdesta yhdeksään alaluokkaa. Kummankin korpuksen erisnimet luo- kitellaan tämän perusteella. Kvantitatiivinen analyysi keskittyy ylä- ja alaluokkien vertailuun lehtien välillä. Lisäksi se kattaa sekä kummankin aineiston että pääluokkien frekventimpien sanojen tarkastelun. Vaikka FAZ ja SZ käyttivätkin pääosin samoja erisnimiä raportoinnissaan, voidaan lehtien välillä osoittaa selkeitä eroja alaluokkien kohdalla ja vähäisiä eroja erisnimien jakautumisessa yläluokkiin. chi2 -testin näytti kuitenkin, että erisnimien jakautuminen yläluokkiin on lehtisidonnaista. Siksi voidaan väittää, että muun muassa valittu media vaikuttaa erisnimivalintoihin. Erisnimien frekvenssit antavat ymmärtää, että SZ raportoisi monipuolisemmin kuin FAZ, joka käyttää erisnimiä keskitetymmin. SZ:in aineiston erisnimiä yhdistää eurooppalainen näkökulma vaaleihin, kun taas FAZ pyrkii tuomaan esille tapahtumia USA:n eri osavaltioissa. Niin lehdissä mainitut henkilöiden kuin instituutioden nimet tukevat tätä väitetettä. SZ korostaa maantieteellisesti kaupunkien merkitystä, FAZ osavaltioiden. Saadut tulokset osoittavat, että tämänkaltaisen erisnimitutkimuksen soveltaminen lehtiteksteihin on mahdollista. Luokitellut erisnimet heijastavat osittain käsiteltyjen aineistojen sisältöä ja paljastavat raportoinnin painopisteistä.

Clustering Users of Online Content Service

Online content services can greatly benefit from personalisation features that enable delivery of content that is suited to each user's specific interests. This thesis presents a system that applies text analysis and user modeling techniques in an online news service for the purpose of personalisation and user interest analysis. The system creates a detailed thematic profile for each content item and observes user's actions towards content items to learn user's preferences. A handcrafted taxonomy of concepts, or ontology, is used in profile formation to extract relevant concepts from the text. User preference learning is automatic and there is no need for explicit preference settings or ratings from the user. Learned user profiles are segmented into interest groups using clustering techniques with the objective of providing a source of information for the service provider. Some theoretical background for chosen techniques is presented while the main focus is in finding practical solutions to some of the current information needs, which are not optimally served with traditional techniques.

Verkkomedian käyttö ja tutkiminen : Iltalehti Online 1995-2001

Marja Heinonen s dissertation Verkkomedian käyttö ja tutkiminen. Iltalehti Online 1995-2001 describes the usage of new internet based news service Iltalehti Online during its first years of existence, 1995-2001. The study focuses on the content of the service and users attitudes towards the new media and its contents. Heinonen has also analyzed and described the research methods that can be used in the research of any new media phenomenon when there is no historical perspective to do the research. Heinonen has created a process model for the research of net medium, which is based on a multidimensional approach. She has chosen an iterative research method inspired by Sudweeks and Simoff s CEDA-methodology in which qualitative and quantitative methods take turns both creating results and new research questions. The dissertation discusses and describes the possibilities of combining several research methods in the study of online news media. On general level it discusses the methodological possibilities of researching a completely new media form when there is no historical perspective. The result of these discussions is in favour for the multidimensional methods. The empiric research was built around three cases of Iltalehti Online among its users: log analysis 1996-1999, interviews 1999 and clustering 2000-2001. Even though the results of different cases were somewhat conflicting here are the central results from the analysis of Iltalehti Online 1995-2001: - Reading was strongly determined by the gender. - The structure of Iltalehti Online guided the reading strongly. - People did not make a clear distinction in content between news and entertainment. - Users created new habits in their everyday life during the first years of using Iltalehti Online. These habits were categorized as follows: - break between everyday routines - established habit - new practice within the rhythm of the day - In the clustering of the users sports, culture and celebrities were the most distinguishing contents. Users did not move across these borders as much as within them. The dissertation gives contribution to the development of multidimensional research methods in the field of emerging phenomena in media field. It is also a unique description of a phase of development in media history through an unique research material. There is no such information (logs + demographics) available of any other Finnish online news media. Either from the first years or today.

Searching the inclusive ℓγE̸T+b-quark signature for radiative top quark decay and non-standard-model processes

In a search for new phenomena in a signature suppressed in the standard model of elementary particles (SM), we compare the inclusive production of events containing a lepton, a photon, significant transverse momentum imbalance (MET), and a jet identified as containing a b-quark, to SM predictions. The search uses data produced in proton-antiproton collisions at 1.96 TeV corresponding to 1.9 fb-1 of integrated luminosity taken with the CDF detector at the Fermilab Tevatron. We find 28 lepton+photon+MET+b events versus an expectation of 31.0+4.1/-3.5 events. If we further require events to contain at least three jets and large total transverse energy, simulations predict that the largest SM source is top-quark pair production with an additional radiated photon, ttbar+photon. In the data we observe 16 ttbar+photon candidate events versus an expectation from SM sources of 11.2+2.3/-2.1. Assuming the difference between the observed number and the predicted non-top-quark total is due to SM top quark production, we estimate the ttg cross section to be 0.15 +- 0.08 pb.

Three-year-olds are sensitive to semantic prominence during online language comprehension

Recent evidence from adult pronoun comprehension suggests that semantic factors such as verb transitivity affect referent salience and thereby anap- hora resolution. We tested whether the same semantic factors influence pronoun comprehension in young children. In a visual world study, 3-year- olds heard stories that began with a sentence containing either a high or a low transitivity verb. Looking behaviour to pictures depicting the subject and object of this sentence was recorded as children listened to a subsequent sentence containing a pronoun. Children showed a stronger preference to look to the subject as opposed to the object antecedent in the low transitivity condition. In addition there were general preferences (1) to look to the subject in both conditions and (2) to look more at both potential antecedents in the high transitivity condition. This suggests that children, like adults, are affected by semantic factors, specifically semantic prominence, when interpreting anaphoric pronouns.

Boost Customer Loyalty with Online Support. The Case of Mobile Telecoms Providers.

The paper explores the effect of customer satisfaction with online supporting services on loyalty to providers of an offline core service. Supporting services are provided to customers before, during, or after the purchase of a tangible or intangible core product, and have the purpose of enhancing or facilitating the use of this product. The internet has the potential to dominate all other marketing channels when it comes to the interactive and personalised communication that is considered quintessential for supporting services. Our study shows that the quality of online supporting services powerfully affects satisfaction with the provider and customer loyalty through its effect on online value and enjoyment. Managerial implications are provided.