The Eye-Tracking Analysis of Framing Effects in the Regional Environmental Agenda through Mass Media and Social Media Communication Strategies

This study presents the results of an eye-tracking analysis of framing effects in the regional environmental agenda of mass media and social media. The paper identifies seven types of frames and conducts an eye-tracking analysis of the attention of three groups of respondents (aged 18-30 years old) to the identified types of frames based on the “all fix” (units) and “fix time” (ms) indicators. The eye-tracking analysis revealed the leading types of frames (morality/environmental education, human impact, threat) and the respondents’ maximum attention to the “main text” area of interest.