Narrative Cues Guide Visual Attention in 360-Degree News Video

This study uses eye-tracking to assess gaze behavior in a 360-degree video environment and test the impact of narration and audiovisual correspondence on visual search and scene guidance. The analysis showed how viewers divided attention between specific visual targets denoted by the reporter’s narrative and immersive spherical environment, where the alignment of audio and visuals may not be synchronous during scene changes (i.e. high versus low audiovisual correspondence). The investigation revealed substantial time spent on areas where narrative cues guided attention to intended target shots within the equirectangular projection map. Moreover, the degree of audiovisual correspondence significantly influenced the duration of viewers’ attention on target shots, with greater correspondence associated with longer viewing times than lower correspondence. The findings support the cognitive guidance theory, showing scene informativeness and narrative cues significantly guide attention. Results suggest that 360-degree news video editors should strategically position target shots centrally on the equirectangular projection map in spherical environments to increase the time viewers spend viewing intended shots.