| The rapid development of the Internet so that the webcast is no longer out of reach,began to fly into the ordinary people's home.particular,video live with its strong sense of the scene and interactivity began to become the Internet's new darling.However,limited by a number of constraints,video streaming can not be the first time to meet the needs of all audiences,so the emergence of live text has become its best way to supplement.The combination of sports events and live text has promoted the development of sports information dissemination industry,But in the face of the high-speed rise of live video,sports text Live is also actively seeking a breakthrough,no longer simply limited to pure text output,will also use pictures,GIF and other visual presentation means to enhance the sense of the game.But what kind of visual stimulating factor will play the best dissemination effect,this is also the author wants to explore the core topic.This paper takes the live text of sports as the research object,presents the visual rhetoric as the independent variable,takes the cognition,the attitude and the behavior as the cause variable,Combining the knowledge of visual psychology,sub-textual and experimental psychology,Through the way of eye tracker experiment,this paper focuses on whether visual rhetorical presentation has a positive effect on the communication effect of sports text broadcast.Also want to try to explore whether there is a correlation between eye movement and the communication effect of the audience.Through experiments and measurements,it is found that the audience views the text broadcast of visual rhetoric,and its recall,fondness and trust have positive effects,but there is no significant difference in recognition,comprehension and participation.In addition,there is a correlation between the gaze duration of eye movement and the counting of gaze points,as well as the time of access and the memory of the audience watching live sports text. |
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