Do weak readers in rural India automatically read same language subtitles on Bollywood films? An eye gaze analysis

Abstract

Same Language Subtitling (SLS) of audio-visual content on mainstream TV entertainment to improve mass reading literacy was first conceived and piloted in India. SLS is now being scaled up nationally to ensure that the reading skills of one billion TV viewers, including 600 million weak readers, remain on a lifelong pathway to practice, progress, and proficiency. Will weak readers ignore or try to read along with SLS? Our eye-tracking study investigates this question with 136 weak readers drawn from a remote village in Rajasthan state by showing them popular Hindi film clips of dialog and songs, with and without SLS. We developed an interactive web-based visual analytics tool for exploring eye-tracking data. Based on an analysis of fixations, saccades, and time spent in the subtitle and non-subtitle areas, our main finding is that 70 percent of weak readers engaged in unprompted reading while watching film clips with SLS. We observed that saccadic eye movement is a good indicator to quantify the amount of reading with SLS, and saccadic regression can further differentiate weak readers.  Eye-tracking studies of weak readers watching subtitles are rare, and ours may be the first with subjects from rural India.