chapter  22
Eye tracking in audiovisual translation research
ByJan-Louis Kruger
Pages 17

This chapter focuses on the processing of the visual codes, in other words both verbal and non-verbal visual elements, with a particular focus on how an investigation of eye movements can yield valuable information that is relevant to most fields within audiovisual translation (AVT). Eye tracking remains a reliable source of information on what viewers look at, and more importantly, how they look at it. The chapter provides an overview of important trends in studies using eye tracking in the context of AVT, and also identifies the areas that will benefit most from the use of this technology. Using eye tracking in AVT research provides a powerful methodology for understanding how audiences process the audiovisual text. The chapter discusses the limitations of eye tracking and identifies typical pitfalls in the use of eye tracking in terms of scientific rigour related to experimental design, sampling, and statistical analysis.