Obama has magnetic appeal on TV viewers, finds study

Published on Friday 30 January 2009 21:21

THE US inauguration may have been a visual feast but, according to research published yesterday, viewers could not take their eyes off Barack Obama.

The appeal of the new president was demonstrated in a University of Edinburgh study that tracked the eye movements of viewers.

Despite potential distractions, such as the Obama family and the rows of distinguished guests, viewers' eyes remained fixed on the president for almost the entire time he was on screen.

They shifted their gaze only twice – when Chief Justice John Roberts fluffed his lines while administering the oath of office and at the end, when Mr Obama looked to his family and most viewers followed him.

Psychologists researching the effect of moving images on viewers say that where a person chooses to focus their eyes is a strong indicator of what they are thinking.

Professor John Henderson, who led the research, said: "We usually move our eyes around three or four times a second without being aware.

"The really interesting thing here was how little people's eyes wandered.

"Film directors and film editors spend a lot of time trying to direct our attention but in a video with no cuts and no editing, it was amazing how people focused on Obama.

"It was such a historic moment, and people probably wanted to see how he would react," he said.

Prof Henderson's research has also looked into how men and women watch moving images.

While both focus predominantly on faces, women apparently tend to look more at other women's shoes and jewellery.