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Eye Tracking: Potential Applications for Public Management, Political Branding and Election Campaigns

Journal: RUDN Journal of Public Administration (Vol.7, No. 2)

Publication Date:

Authors : ; ;

Page : 155-160

Keywords : SMM; eye tracking; visualization; SMM; branding; electronic voting; digitalization; UX research;

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Abstract

The article analyzes potential of applying contemporary eye-tracking technologies in the areas of analytical support of political activities and public administration. The authors conclude that eye-tracking research could be applied to planning of information and election campaigns, counter-extremism activities in the Internet, party branding and political SMM. The article shows that in the context of the Covid-19 pandemic, an increasing share of information, management and regulatory functions are performed online, which further updates the possibilities of using eye-tracking to improve remote public services and optimize their usability.

Last modified: 2020-09-10 05:03:20