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

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.

Keywords

• smm
• eye tracking
• visualization
• smm
• branding
• electronic voting
• digitalization
• ux research