Eyetracking Photojournalism Research by Sara Quinn

Eyetrack: Photojournalism

What makes a photo worth publishing?

S A R A Q U I N N M E D I A @saraquinn !Research for the National Press Photographers Association

“What can you tell me about photojournalism from Poynter’s eyetrack research?”

Documentary photos get more attention than static or posed photos. !Faces attract a lot of attention—often the first thing looked at, in a photograph. !Mugshots get only a fleeting glance— purely informational, unless there is strong, supporting information in the presentation.

E A R L I E R P O Y N T E R S T U D I E S

What makes a photo worth publishing?

Eyetrack: Photojournalism

What makes a photo worth publishing?

Eyetrack: Photojournalism

Exploratory research to start conversation about news photography.

How discerning arepeople who look atjournalistic photos?

What do they value?

What do they value? What do they remember?

Do they trust what they see?

What makes them want to share an image?

Does quality matter?

What is “quality?”

We asked them.

We watched them.

And we analyzedthe way they lookedat 200 photographs.

Fifty-two people took part in our study in May 2014, at the University of Minnesota. !!!

THE STUDY

Female Male 50% 50%

“Digital Natives” “Printnets” !18-30 years old 45-60 years old 51% 49%

We tested two, distinct age groups. !!!

Born into a digital world.

One foot in the print world, one foot in digital.

THE STUDY

People took part in five elements of testing during an hour long session with selected photographs. !!!

THE STUDY

100 photos contributed bythe public (user generated content)

100 photos taken by professional photojournalists

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200 photos shown randomly

between pro and UGC

THE STUDY

All images had been published by news organizations.

200 photos shown randomly

between pro and UGC

We recorded eye movements to seewhat subjects looked at, at any given time.

We recorded eye movements to seewhat subjects looked at, at any given time.

1. Eyetracking

An invisible, infrared camera captures the gaze of the eyes.

Our eye tracking gear created a video thatrevealed the gaze of the eye.

THE STUDY

We asked subjects to rate the quality of each image.

2. Quality rating

THE STUDY

We asked subjects to rate the quality of each image. And the likelihood that they might share it.

3. Probability of sharing

“Was this photograph taken by a professional photojournalist, or not?”

4. Presumption of source

5. Exit Interviews

Captions appeared as originally published, including the photographer’s name, though we excluded the publication name.

Photojournalists among hardest hit by U.S. job cuts

2000 2005 2010 2012

Reporters, writers

!!!!!

Copy editors, layout editors,

online producers

!Photographers, videographers,

artists

25,593 !!!

!10,901 !6,171

17,422 !

!7,980 !3,493

Pew Research Center, American Society of News Editors, 2013

Photojournalists among hardest hit by U.S. job cuts

2000 2005 2010 2012

Reporters, writers

!!!!!

Copy editors, layout editors,

online producers

!Photographers, videographers,

artists

25,593 !!!

!10,901 !6,171

-32 !

!-27 !-43

Pew Research Center, American Society of News Editors, 2013

Major findings

100 photos contributed bythe public (user generated content)

100 photos taken by professional photojournalists

+

200 photos

People spent 50 percent longer with the professional photographs in the study

FINDINGS

User-submittednews photographs

Professionalphotojournalism

People were able to identify a professionally taken photo 90 percent of the time. !

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FINDINGS

Average time spent looking at professional photographs in the study:

FINDINGS

Faces 36%

33% Captions

Average time spent looking at professional photographs in the study:

FINDINGS

14% Bodies

Faces 36%

33% Captions

10% Details

7% Other

FINDINGS

Each of the highest rated photographs in the study was taken by a professional photojournalist.

FINDINGS

Of the 25 highest rated photos: !

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Women, particularly older women, were most likely to give a photo the highest rating. Older men were most likely to give a lower rating. Younger men least likely to give either the highest or lowest rating. !

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News !Features !Sports

11 !9 !5

professional !professional !professional

FINDINGS

Professional photos in the study weretwice as likely to be shared.

What were people likely to share?FINDINGS

Social media, e-mail or, “Hey, you have to see this!”

FINDINGS

… Emotional, relatable photographs. FINDINGS

This dog, “Otto,” was the only UGC photograph to make the list of most shareable photos. .

OBSERVATIONS:

People were drawn to faces, first, even in a complex image.

People were drawn to faces first, even in a complex image.

OBSERVATIONS:

People were drawn to faces, first, even in a complex image.

OBSERVATIONS:

People were drawn first, to faces.

OBSERVATIONS:

People were drawn first, to faces.

OBSERVATIONS:

People were drawn first, to faces.

FINDINGS

Earlier Poynter eyetrack findings … in lieu of a dominant element, faces drew attention.

FINDINGS

Earlier Poynter eyetrack findings … in lieu of a dominant element, faces drew attention.

FINDINGS

Earlier Poynter eyetrack findings … in lieu of a dominant element, faces drew attention.

FINDINGS

Earlier Poynter eyetrack findings … in lieu of a dominant element, faces drew attention.

FINDINGS

Earlier Poynter eyetrack findings … in lieu of a dominant element, faces drew attention.

FINDINGS

Test subjects showed great interest ininteractions between people in a photo.

They were also interested in the interaction between people in the frame.

FINDINGS

“Emotional” content was often cited as making a photo most interesting.

FINDINGS

Captions were well read in the study.

FINDINGS

The longer or better-developed a caption, the more likely the photo itself received attention.

OBSERVATIONS:

People look back and forth between caption and image, establishing context.

FINDINGS

Captions in our survey of user-generated photographs tended to be poorly-developed.

Most memorable?

FINDINGS

Each photo cited as “most memorable” was a professional image.

MOST MEMORABLE PHOTOGRAPHS:

“My gosh, this told a story. And, it immediately drew me in.”

MOST MEMORABLE PHOTOGRAPHS:

“The one of the two ladies leaving the dance floor. You could tell that they were happy. The picture, itself, told a good story. Not the caption—just the picture itself.”

MOST MEMORABLE PHOTOGRAPHS:

“The two guys hugging. It captured emotion. It was being in the right place and capturing the photo at exactly the right time.”

MOST MEMORABLE PHOTOGRAPHS:

“A girl being happy and young and carefree over this very, very somber place. It was just a great picture.”

MOST MEMORABLE PHOTOGRAPHS:

“The little girl—there’s obviously the contrast between life and death. It was a natural photo that represented some very interesting ideas. And the moment that it captured … it seemed very genuine.”

MOST MEMORABLE PHOTOGRAPHS:

“I’m not a sports person, at all. But … it’s a high quality photo, catching the moment—the guy being called out on whatever base it was. I remember the emotion in the moment.”

MOST MEMORABLE PHOTOGRAPHS:

“A dramatic, human moment. Something that can tell the story on it’s own. Something I don’t see. Like, the firefighters getting the bus driver out … without that picture we would never have that perspective.”

MOST MEMORABLE PHOTOGRAPHS:

“There was like a split second where she let go of the golf club — and it was crystal clear. It was up close. It caught a big moment. That’s the kind of stuff I like to linger over, and just marvel at.”

MOST MEMORABLE PHOTOGRAPHS:

“Rich and beautifully colored. Technical perfection. Clarity of focus.”

MOST MEMORABLE PHOTOGRAPHS:

“The guy with a flamingo wrapped around his head. It was such a fun, unexpected picture.”

MOST MEMORABLE PHOTOGRAPHS:

“The photographer would have had been laying on the ground! And, this is what we’ve all been feeling here in Minnesota. Ready for spring.”

MOST MEMORABLE PHOTOGRAPHS:

“It’s not that it’s rare, it’s that someone has decided to see it!”

What is quality?

FROM EXIT INTERVIEWS:

People weren’t shy when describing what they didn’t like:

— nothing of interest in that photo to me, personally — just the backs of heads— just another, every day moment — just someone smiling at the camera, posed — just a crowd shot — just another snapshot— just a cell phone picture — a line-up of people, rather than a moment— PR pictures, social media pictures — too far away from the subject — cropped funny — no story to it — not enough information

FROM EXIT INTERVIEWS:

People weren’t shy when describing what they didn’t like:

— nothing of interest in that photo to me, personally — just the backs of heads— just another, every day moment — just someone smiling at the camera, posed — just a crowd shot — just another snapshot— just a cell phone picture — a line-up of people, rather than a moment— PR pictures, social media pictures — too far away from the subject — cropped funny — no story to it — not enough information

FROM EXIT INTERVIEWS:

People weren’t shy when describing what they didn’t like:

— nothing of interest in that photo to me, personally — just the backs of heads— just another, every day moment — just someone smiling at the camera, posed — just a crowd shot — just another snapshot— just a cell phone picture — a line-up of people, rather than a moment— PR pictures, social media pictures — too far away from the subject — cropped funny — no story to it — not enough information

FROM EXIT INTERVIEWS:

People weren’t shy when describing what they didn’t like:

— nothing of interest in that photo to me, personally — just the backs of heads— just another, every day moment — just someone smiling at the camera, posed — just a crowd shot — just another snapshot— just a cell phone picture — a line-up of people, rather than a moment— PR pictures, social media pictures — too far away from the subject — cropped funny — no story to it — not enough information

FROM EXIT INTERVIEWS:

People weren’t shy when describing what they didn’t like:

— nothing of interest in that photo to me, personally — just the backs of heads— just another, every day moment — just someone smiling at the camera, posed — just a crowd shot — just another snapshot— just a cell phone picture — a line-up of people, rather than a moment— PR pictures, social media pictures — too far away from the subject — cropped funny — no story to it — not enough information

FROM EXIT INTERVIEWS:

People weren’t shy when describing what they didn’t like:

— nothing of interest in that photo to me, personally — just the backs of heads— just another, every day moment — just someone smiling at the camera, posed — just a crowd shot — just another snapshot— just a cell phone picture — a line-up of people, rather than a moment— PR pictures, social media pictures — too far away from the subject — cropped funny — no story to it — not enough information

FROM EXIT INTERVIEWS:

People weren’t shy when describing what they didn’t like:

— nothing of interest in that photo to me, personally — just the backs of heads— just another, every day moment — just someone smiling at the camera, posed — just a crowd shot — just another snapshot— just a cell phone picture — a line-up of people, rather than a moment— PR pictures, social media pictures — too far away from the subject — cropped funny — no story to it — not enough information

FROM EXIT INTERVIEWS:

“Poor quality”

“TV stations that say, ‘Hey, send us pictures from your backyard!’ ” !

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FROM EXIT INTERVIEWS:

“A few grip-and-grins, and people holding up fish.” !

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“Poor quality”

FROM EXIT INTERVIEWS:

Words to describe “less than quality” photos:

“A few grip-and-grins, and people holding up fish.” !

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FROM EXIT INTERVIEWS:

“I can see them going in, to get the glasses for the eclipse … but, it would have been great to see the glasses.”

Lowest quality ratings:

FROM EXIT INTERVIEWS:

“Just a bunch of people, standing in a line.”

Lowest quality ratings:

FROM EXIT INTERVIEWS:

“I just don’t care! I don’t know who you are. I don’t know what’s going on in the game. It doesn’t seem newsworthy. Maybe with social media … but news, no.”

Lowest quality ratings:

FROM EXIT INTERVIEWS:

“I looked and looked, but a photo of a dock where a boat floated away isn’t much of a photo.”

Lowest quality ratings:

FROM EXIT INTERVIEWS:

“The subject of this is barely in the picture.”

Lowest quality ratings:

FROM EXIT INTERVIEWS:

“Quality” photos:

— tells me a story vs. just capturing a scene !— the right place at the right time !— kismet, in terms of the moment !— subject matter that has some currency or relevance !— capturing the exact moment that’s crucial to the action

— dramatic, human moments !— makes you say “wow” !— a perspective I might never see !

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FROM EXIT INTERVIEWS:

“Quality” photos:

— tells me a story vs. just capturing a scene !— the right place at the right time !— kismet, in terms of the moment !— subject matter that has some currency or relevance !— capturing the exact moment that’s crucial to the action

— dramatic, human moments !— makes you say “wow” !— a perspective I might never see !

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FROM EXIT INTERVIEWS:

“Quality” photos:

— tells me a story vs. just capturing a scene !— the right place at the right time !— kismet, in terms of the moment !— subject matter that has some currency or relevance !— capturing the exact moment that’s crucial to the action

— dramatic, human moments !— makes you say “wow” !— a perspective I might never see !

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!

FROM EXIT INTERVIEWS:

“Quality” photos:

— tells me a story vs. just capturing a scene !— the right place at the right time !— kismet, in terms of the moment !— subject matter that has some currency or relevance !— capturing the exact moment that’s crucial to the action

— dramatic, human moments !— makes you say “wow” !— a perspective I might never see !

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!

FROM EXIT INTERVIEWS:

“Quality” photos:

— tells me a story vs. just capturing a scene !— the right place at the right time !— kismet, in terms of the moment !— subject matter that has some currency or relevance !— capturing the exact moment that’s crucial to the action

— dramatic, human moments !— makes you say “wow” !— a perspective I might never see !

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FROM EXIT INTERVIEWS:

“Quality” photos:

— tells me a story vs. just capturing a scene !— the right place at the right time !— kismet, in terms of the moment !— subject matter that has some currency or relevance !— capturing the exact moment that’s crucial to the action

— dramatic, human moments !— makes you say “wow” !— a perspective I might never see !

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What makes a photo worth publishing?

SELECTED COMMENTS FROM EXIT INTERVIEWS:

“(A photo where) someone’s recognizing the detail in something. If I feel like I’m actually seeing what they’re seeing.” !

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Here’s why this was worth your time.

People clearly recognize the quality of professionally generated photos.

HERE’S WHY THIS IS WORTH YOUR TIME

The most memorable photos in this study were taken by professionals.

HERE’S WHY THIS IS WORTH YOUR TIME

People equate quality photography with context, emotion and storytelling.

HERE’S WHY THIS IS WORTH YOUR TIME

People show interest in interactions between people in a photo.

HERE’S WHY THIS IS WORTH YOUR TIME

More attention is drawn to photosof real people, doing things in real time—rather than static or posed photos.

HERE’S WHY THIS IS WORTH YOUR TIME

Good captions matter for context.

HERE’S WHY THIS IS WORTH YOUR TIME

Captions with professional images are generally more developed than UGC images.

HERE’S WHY THIS IS WORTH YOUR TIME

More time is spent with photographs that have strong context: ! a genuine moment ! interaction/relationships ! emotion ! well-developed caption ! rare perspective ! storytelling

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HERE’S WHY THIS IS WORTH YOUR TIME

Some photos are purely informational.

Others showus time, place, moment and story.

Questions?

@saraquinn

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#eyetrackphoto nppa.org

Questions?

@saraquinn @kmcbride