图书情报工作 ›› 2019, Vol. 63 ›› Issue (8): 74-86.DOI: 10.13266/j.issn.0252-3116.2019.08.010

• 情报研究 • 上一篇    下一篇

数据新闻中信息图表的阅读效果:来自眼动的证据

方浩1,2, 尚媛媛1, 张锐3, 庞惠珊4, 袁医灵1   

  1. 1. 中国地质大学艺术与传媒学院, 武汉 430074;
    2. 东南大学艺术学院, 南京 210096;
    3. 北京电影学院管理学院, 北京 100088;
    4. 闽南师范大学教育科学学院, 漳州 363000
  • 收稿日期:2018-09-06 修回日期:2018-10-21 出版日期:2019-04-20 发布日期:2019-04-20
  • 通讯作者: 尚媛媛(ORCID:0000-0002-8127-2969),副教授,博士,通讯作者,E-mail:shangyy@cug.edu.cn
  • 作者简介:方浩(ORCID:0000-0001-5931-7692),副教授,博士,东南大学艺术学院博士后;张锐(ORCID:0000-0001-5847-9972),副教授,博士;庞惠珊(ORCID:0000-0003-1295-6459),硕士研究生;袁医灵(ORCID:0000-0001-7690-8806),硕士。
  • 基金资助:
    本文系2016年度教育部哲学社会科学研究重大课题攻关项目"中华艺术精神在当代艺术实践中的传承发展研究"(项目编号:16JZD030)和2015年度江苏省社会科学基金艺术学一般项目"互联网时代江苏影视产业大数据应用影响力研究"(项目编号:15YSB001)研究成果之一。

Research on Reading Effect of the Information Chart in the Data News:Evidence from the Eye Movement

Fang Hao1,2, Shang Yuanyuan1, Zhang Rui3, Pang Huishan4, Yuan Yiling1   

  1. 1. College of Arts and communication, China University of Geosciences, Wuhan 430074;
    2. School of Art, Southeast University, Nanjing 210096;
    3. School of Management, Beijing Film Academy, Beijing 100088;
    4. School of Education Science, Minnan Normal University, Zhangzhou 363000
  • Received:2018-09-06 Revised:2018-10-21 Online:2019-04-20 Published:2019-04-20

摘要: [目的/意义]以数据新闻为阅读情境、信息图表为实验材料,使用眼动与行为实验和质性访谈方法研究读者对信息图表的阅读效果,探究读者的认知和视觉反应,为数据新闻的设计策略优化提供参考。[方法/过程]采用两个阶段的单因素设计实验。阶段一为眼动实验,考察被试对不同类型数据新闻信息图表的平均注视次数、注视点持续时间和主观满意度。阶段二为信息图表阅读效果的行为实验,探讨信息图表中不同数据展示形式对阅读效果的影响,因变量为被试的反应时和正确率。[结果/结论]数据新闻的阅读呈现"Z"型视觉轨迹;导语段是浏览的重点区域;分栏标题获得高关注度。研究还证实,柱状图更易于吸引读者的视觉注意,创造整体性印象,让读者更主动地进入信息加工过程;折线图吸引视觉注意的能力稍弱,但细节突出,读者的记忆效果最好;而饼图的认知加工消耗的认知资源最多,应当谨慎使用。

关键词: 信息图表, 可视化, 阅读效果, 眼动追踪, 行为实验

Abstract: [Purpose/significance] Using the data news as the reading situation, the information chart as the experimental material, the eye movement and behavior experiment and the qualitative interview method was used to study the reader's reading effect on the information chart, explore the reader's cognitive and visual reaction, and provide the reference for the design strategy optimization of the data news.[Method/process] The experiment consists of two phases. The first phase was an eye movement experiment, which examined the subjects' average fixation times, fixation duration and subjective satisfaction with news and information charts of different types of data. The second phase is the behavior experiment of the reading effect of the information chart. The influence of the different data display forms on the reading effect in the information chart is discussed, and the response time and the correct rate are the variables.[Result/conclusion] When people read data news their visual track show "Z" type;the lead paragraph is the key areas for browsing; column titles to obtain a high degree of concern that we should reevaluate the value of lead paragraph in data news. Research has also confirmed that the histogram is better at attracting the reader's visual attention, focused on creating a holistic impression, make it easier for the reader to the process involved in information processing; line chart to attract visual attention is weak, but it is good at showing details and has the best audience's memory effect; and the cognitive processing of pie charts consumes the most cognitive resources, should be used with caution.

Key words: infographic, visualization, reading effects, eye movement study, behavioral experiments

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