Eye-Tracking Study into Patterns of Attention to Environmental Media Texts among Youth Audiences in the Context of the Communicative Strategy

The paper uses eye-tracking technologies to present the results of analyzing the patterns of attention to environmental media texts in mass media and social media of industrial regions among three groups of respondents (aged 18-21 years old, 22-25 years old, 26-30 years old). The research covered a sample of 102 environmental media texts selected from the mass media and social media of the cities of the Chelyabinsk region and Yekaterinburg. Eye-tracking technologies used video recording to register the eye movements of the audience when reading media texts and to generate heat maps providing a graphical representation of data and attention patterns. The analysis results showed that “Z”, “F”, and “spotted” patterns prevail among the respondents.