Semantics Based on Eye-tracking Data ROBERT ANDREI BUCHMANN Business Information Systems Dpt, Faculty of Economic Sciences and Busines Administration Babe-Bolyai University Str. Teodor Mihali, Nr. 58-60, Cluj Napoca, 400591 ROMANIA robert.buchmann@econ.ubbcluj.ro ALIN MIHAILA Business Information Systems Dpt, Faculty of Economic Sciences and Busines Administration Babe-Bolyai University Str. Teodor Mihali, Nr. 58-60, Cluj Napoca, 400591 ROMANIA alin.mihaila@econ.ubbcluj.ro RADU MEZA Journalism Dpt., Faculty of Political, Administrative and Communication Sciences Babe-Bolyai University str. G-ral Traian Moşoiu nr. 71, Cluj-Napoca, 400132 ROMANIA mezaradu@yahoo.com Abstract: - Eye tracking is an emerging field with multiple applications in medicine, marketing, cognitive sciences and others. This paper proposes a framework for capturing semantics from eye tracking data during the process of text skimming by readers of electronic documents, mainly from the Web. The research is part of an eye-tracking oriented project which aims at formalizing and defining web frameworks that exploit eye tracking data for better customization and adaptability with respect to each user’s ocular activity during the user-computer interaction and the browsing experience. However, the scope of the paper is limited to the process of reading textual information which, according to recent studies, tends to become a process of text skimming for visual cues and keywords. Key-Words: - eye tracking, semantics, text skimming 1 Introduction For the purpose of this paper, we designate the term text skimming to the efficiency-oriented process of reading text from display devices, without passing each symbol of the text, but rather scanning its surface in search of visual cues such as keywords, headings, notes or just general text structure in order to identify its sections and relate them to the logic flow. The process of skimming is intended to create a superficial idea about the text and its purpose and sometimes it is enough for the reader who only wants to receive the semantics represented by the text and not the text itself (journalism, aggregated data, product descriptions etc.). On the other hand, we have effectiveness-oriented reading, which is the proper reading process, covering every symbol of the text. Effective reading emphasizes text formalism and syntax and it’s important in fields where text construction is more relevant than (or as relevant as) the semantics (literature, law etc.). In the context of Web 2.0 and electronic documents, text skimming tends to replace reading, as readers spend most of their time looking for relevant visual items, in order to find their “conceptual way” through the flow of information provided by a website [3]. Hypertext and the evolution of e-documents changed the way that humans are reading. Information accuracy and formal construction of the text may be sacrificed for faster coverage. Web information is mostly presented in such formats and structures to decrease reading effort and still generate the knowledge represented by the text, in the reader’s mind. Hypertext raised this awareness by introducing hyperlinks, which are practically a way of automating cross-references and, to a certain extent, creates a semantic network based on references. Eye tracking has the potential to record the path taken by the users’ gaze during the skimming process. Proceedings of the 9th WSEAS International Conference on APPLIED INFORMATICS AND COMMUNICATIONS (AIC '09) ISSN: 1790-5109 471 ISBN: 978-960-474-107-6