Mapping Democracy: An Eye-Tracking Analysis of Election Maps

In the digital era, election maps play a vital role in visualizing complex electoral data and shaping the public’s understanding of democratic outcomes. However, interpreting these maps can be challenging, particularly for non-experts, as comprehension is influenced by both cognitive styles and educational background. This study utilized eye-tracking technology to examine how users engage with interactive election maps. We conducted experiments with 20 high school students, categorizing them as either analytical or holistic thinkers based on post-session assessments. This classification provided insights into how different cognitive styles, along with prior education in geography and statistics, influence the perception and interpretation of election maps. Our findings highlight the value of integrating eye-tracking data into election map design to enhance usability and accessibility for a diverse audience. Moreover, the study underscores the need for stronger educational foundations in cartography and data literacy to improve users’ ability to critically assess election visualizations. By improving cartographic visualization and integrating better educational strategies, we strive to create more inclusive and empowering tools that support informed democratic participation.