Exploring Students’ Choices When Presenting Headlines and Subheadlines of Media Texts

Authors:

Pages: 133-143
DOI: https://doi.org/10.54664/GUDG6714

Abstract:

The title and subtitle of the media text determines the decision to read it. A study is presented to determine whether the subtitle influences choice. Six media headlines and sub-headlines were selected. The study was conducted in two stages. In the first, eye-tracking technology is used to determine the retention of attention on a specific visual stimulus from six titles presented on a screen, arranged in rotation. In the second stage of the study, each subject was asked to rank the titles with the presented subtitles according to their level of interest in the subject matter. When comparing the results of the two stages, a discrepancy was found between the retained attention (as determined by the number of fixations on a particular stimulus) and the indicated choice by each subject’s degree of interest. The subtitle impaired the choice for 75% of the participants.

Keywords:

title, subtitle, choice of title, media text, eye-tracking.

Download

NA