Reading hybrid texts : remarks on text/image transitions

The reading of printed materials implies the visual processing of information originated in two distinct semiotic systems. The rapid identification of redundancy, complementation or contradiction rhetoric strategies between the two information types may be crucial for an adequate interpretation of bimodal materials. Hybrid texts (verbal and visual) are particular instances of bimodal materials, where the redundant information is often neglected while the complementary and the contradictory ones are essential.Studies using the 504 ASL eye-tracking system while reading either additive or exhibiting captions (Baptista, 2009) revealed fixations on the verbal material and transitions between the written and the pictorial in a much higher number and duration than the initially foreseen as necessary to read the verbal text. We therefore hypothesized that confirmation strategies of the written information are taking place, by using information available in the other semiotic system.Such eye-gaze patterns obtained from denotative texts and pictures seem to contradict some of the scarce existing data on visual processing of texts and images, namely cartoons (Carroll, Young and Guertain, 1992), descriptive captions (Hegarty, 1992 a and b), and advertising images with descriptive and explanatory texts (cf. Rayner and Rotello, 2001, who refer to a previous reading of the whole text before looking at the image, or even Rayner, Miller and Rotello, 2008 who refer to an earlier and longer look at the picture) and seem to consolidate findings of Radach et al. (2003) on systematic transitions between text and image.By framing interest areas in the printed pictorial material of non redundant hybrid texts, we have identified the specific areas where transitions take place after fixations in the verbal text. The way those transitions are processed brings a new interest to further research.

Using eye-tracking to detect reading difficulties

Taking into account the study of Luegi (2006), where eye movements of 20 Portuguese university students while reading text passages were analyzed, in this article we discuss some methodological issues concerning eye tracking measures to evaluate reading difficulties. Relating syntactic complexity, grammaticality and ambiguity to eye movements, we will discuss the use of many different dependent variables that indicate the immediate and delayed processes in text processing. We propose a new measure that we called Progression-Path which permits analyzing, in the critical region, what happens when the reader proceeds on the sentence instead of going backwards to solve a problem that s/he found (which is the most common expected behavior but not the only one, as is illustrated by some of our examples).

Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising

The increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World Wide Web. This study aimed at examining the impact of verbal emotional cues (negative/neutral/positive) to capture attention on website’s advertising areas through an eye tracker system. The results revealed significant statistical differences between fixations to negative, positive words and neutral words. Significant differences between the number of fixations and recognition of the target words were found only for the negative valence words. We conclude that negative emotional words could play a major role on user attention to advertising.

Delineating difference and spaces of resistance : reading the Nana’s Silence in Rosario Castellanos’ ''Balún Canán''

A escritora mexicana Rosario Castellanos incorpora silêncios em suas obras de uma forma que permite ao leitor a questionar o próprio significado da agência e da natureza da subjetividade de uma protagonista feminina. Silêncios tendem a criar brechas no texto, iluminando as diferenças sociais e raciais que a narração em primeira pessoa foge. Além disso, é revelado que o sujeito se imagina em oposição ao silêncio de mulheres menos privilegiadas, e que realmente não existe um local em que o subalterno pode falar. Este projecto se centra em seu romance Balún Canan (1957), em que a babá Indígena de uma menina complica o desejo de ascender dentro da estrutura patriarcal da sua família mais privilegiada, como a menina descobre que o que faria sua vida confortável é a causa da subjugação de sua “outra mãe.” O texto é desenvolvido em torno de um desejo de falar a partir das margens, e há um esforço claro para dar voz aos subalternos. No entanto, a relação entre a menina e sua babá não é nem romântica nem idealizada; a presença da mulher colonizada resiste a marginalização e ressalta que está sendo coberto no processo de desenvolvimento individual. Ansiedadesurge dentro da narração da menina como ela percebe seu privilégio como membro da classe latifundiária, e a escrita navega entre diferentes manifestações de silêncio: o silenciamento da babá em uma replicação de violência colonial, e a manutenção do silêncio como uma barreira respeitosa.