ABSTRACT
Building on the discussion in Chapter 5 of eye-tracking technology measuring the reception of audiovisual translation products reception, I will explore the impact of text-on-screen, especially amongst diverse viewer groups. In an era marked by an ageing population and shifting TV viewership, understanding the experiences of different age groups becomes particularly important. I will begin by reviewing studies on older viewers and their viewing behaviours, as well as studies on ageing. I will then present the findings from two separate yet related eye-tracking studies as a case study. Findings from these studies show how insight into our cognitive processing could address pressing societal needs, demonstrating the potential of eye-tracking technology and relevance theory as research tools.
