Visual attention through political images on Instagram: an eye-tracking study
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Horacio Alejandro Arros-Aravena
aarros@ubiobio.cl
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Angela Ferrada Sepúlveda
aferrada@ubiobio.cl
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Jaime Castro Leyton
jacastro@ubiobio.cl
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DOI:
https://doi.org/10.56754/0718-4867.2025.3747Abstract
Introduction: Digital platforms have transformed political communication, with Instagram standing out for its visual approach. Previous studies have shown that images of candidates influence perceptions of their ability and honesty. This study analyzes how visual elements in political campaign publications capture voters' attention. Objective: The main objective is to analyze how visual elements in political publications affect attention on Instagram. It seeks to identify the most relevant areas of interest (AOI) and demographic differences in visual behavior. Methodology: A quantitative experimental design with eye tracking (Tobii Eye Tracker) was used. The sample included 37 participants aged 18 to 24 years. Visual metrics such as duration of fixations and interaction time in AOI (faces, slogans, logos, and backgrounds) were analyzed. Results: Candidates' faces captured 45.6 % of fixations and the longest average fixation time (0.45 seconds). Slogans were the second most observed element, while logos and backgrounds received less attention. Women made more fixations than men. Discussion: The findings reinforce the importance of faces in political visual communication. The lower attention to logos and backgrounds suggests that secondary elements should be optimized. Gender differences highlight the need for segmented visual strategies. Conclusions: The study confirms that faces and textual messages are key in political visual communication. Design optimization can maximize the impact of campaigns. It is suggested to investigate the effect of dynamic elements, such as videos.
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Copyright (c) 2025 Horacio Alejandro Arros-Aravena, Angela Ferrada Sepúlveda, Jaime Castro Leyton
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