Abstract

The chapter presents a new perspective that concerns reception of multimodality and emphasizes how multimodal messages are perceived by the users. This perspective is described in relation to three main production-oriented perspectives: social semiotic multimodal analysis, a systemic functional approach and multimodal interactional analysis. It is argued that eye tracking measurements, in combination with verbal protocols, interviews, comprehension tests and questionnaires, is a suitable method for studying reception of multimodality. The chapter gives an overview over different ways how eye-tracking methodology can be used in the research on multimodality. Various application areas associated with the use of eye tracking methodology are summarized. Potentials and limitations of this methodology are listed. The chapter provides examples from eye tracking studies focusing on integration of various modes.