Our lab is in Knight Hall, home of the Philip Merrill College of Journalism. Goal # 1 for our research is to design and test new models for news on multi-platforms. Goal #2 is assessing reception of that information by diverse digital audiences. Both goals seek to contribute valuable insights into new ways that different audiences seek, select and share different types of information. New eye-tracking and web-tracking systems, obtained in 2010, extended our research capabilities.
For years, head-mounted eye tracking equipment was used primarily by advertisers to assess the effectiveness of content on web pages. The processes of scanning and attending to content have been researched since the introduction of the web. This lab employs non-intrusive equipment measures to precisely measure eye movements in a more natural environment. In addition to eye movement, however, we also correlate movement with users’ deeper understanding of different content and message structures. Our findings suggest that longer viewing times (defined by some as “attention”) do NOT always lead to better comprehension. Obtain more info from our published research.
RONALD A. YAROS
(Ph.D., University of Wisconsin-Madison)
His teaching and research investigate how audiences seek and share news, and tests new models to enhance audience engagement and understanding. Publications include: Communication Research, Harvard’s Nieman Reports, American Journalism Review, a book chapter in Journalism and Citizenship: New Agendas, plus his Twitter and blog sites. In the spring of 2010, he began teaching a new “I” series course Information 3.0 plus a graduate seminar in new media research. His professional experience spans twenty-five years as an emmy award-winning broadcaster and President of a national software company.
SUMMARY OF GRADUATE RESEARCH
The training and support of graduate researchers in the College is a priority for Dr. Yaros. Courses assignments and research projects that involve graduate and undergraduate students help to contribute to the strong reputation of the College.
The goals for students in his seminars and lab are to: (1) design studies, (2) collect and analyze data, and (3) prepare research papers for presentations at academic conferences and for publication.