• Journal of Digital Contents Society
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• v.15 no.3
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• pp.387-393
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• 2014

This study investigates the worlds most favorite SNS, the Facebook, with the theory of Empathy, that there will be an effect to users due to their characteristics. We approach the data scientifically with using an Eye tracker, by analyzing the vision and attention of users of Facebook with stimuli of whether it's an image or text filled contents in newsfeed of Facebook. With the result of an eye tracker, we cross analyzed with General Empathy Scale to compare that users limit of feeling of empathy gave effect on contents of Facebook. Discussion and implications are discussed in terms of empathy.