engleski

RELATIONSHIP BETWEEN USERS AGE AND VISUAL PATTERNS IN DIGITAL MEDIA

The purpose of this paper is to investigate is there a relation between age and the way that people are using digital media content. By developing information and communication technology in the field of media communications, media con-tent users are able to use more visual information of the same content, affecting the success of decoding the message and users can also manipulate part of the visual presentation by adapting the user interface to their visual needs. This puts the user in the position of the designer of the visual content. The information user today partially takes the role of the creator of the visual aspect of the information, so it comes to repositioning in relation the graphic designer - the recipient of the message. The paper examines whether the age of the user has an impact on the visual pattern used in the digital content utilization. The research approach is qualitative and exploratory in nature, as the aim is to develop a model of information consumption for elderlies in digital environment in which the information quality is challenged by the way of user’s visual approach and visual pattern. Through the empirical part of the research, user behavior was investigated in the use of media web content. Although, there are some differences between two users groups divided by age, we can not claim that these differences are connected with age. The research has shown that the primary reason for certain visual pattern is interest for specific theme. Based on conducted theoretical analysis and empirical research it can be concluded that visual communication in a new, converging media environment is experiencing redefinition and enables rapid transition from status information per se to status per nos, but the interest for content is still dominant regulator of specific users navigation trought the content.

visual communication ; digital media ; elderlies ; eye tracking

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