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Eye Tracking
and its Application Did you know that the exact movements of your eyes can be recorded and later viewed on a screen or monitor? This procedure (eye tracking) had its beginnings in the military field, later it was used in publicity testing, and today it is employed in the study of reading patterns and television viewing habits. In order to record eye movements, the subject puts on a pair of special glasses that have a micro-camera in the upper part of the field of sight. At the same time, a beam of infrared rays are directed toward the eyes, which, in turn, reflect the beams with each movement. The moments in which the subject fixes his sight on a single point, by way of the reflections of the corneas, are captured. These reflections are registered and then recorded over the images that the person is looking at. Later, a video shows exactly all the fixed points of the vision that occurred over the surface of the object, by way of colored points that navigate across the screen. In other words, the exact memory of the eye's tracks is recorded during this procedure. For those who conduct this testing, the techniques reveal information beyond what the person says they are looking at; they reveal an exact record of the looking that actually took place. So, focal attention, perusing by details, blinking, and moments of distraction are all recorded. This technique provides the answers to any doubts there might be about the visual impact of a given program. They "eye track" is a technique that has far-reaching significance, even though its principal area of application is graphic design and publicity. It is a classic symptom of a culture that wages political, commercial, moral, and aesthetic battles, in an effort to catch the public eye. In the midst of all the visual "noise" we call home. In Christian communications we are making concerted efforts, in diverse areas, to overcome indifference to the course of politics, morality, and education in a world that is increasingly global. Even though we are few, our vision is to operate as one directed by the Law of God. Persuading people to fix their on Jesus and His foundations is our challenge as Christians. As communicators, our strategic niche is determined by our "content", the Word of God, a scarcity in secular media. The media dedicates itself to generating a pluralist, transparent and competitive field for communications that gives a platform to a diversity of agents and messages. We should create a "product" that is attractive to the eye in order to create a "demand in the market". From the moment that people start to zap themselves through the endless imagery to which they are daily exposed, we can identify the need. It is our responsibility to have evangelistic strategies, based on God's foundations, that will respond to the constant spiritual need of man. "If the foundations are destroyed, what can the righteous do?" Psalms 11:3 |
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