Are emojis processed like words?: Eye movements reveal the time course of semantic processing for emojified text.

Emojis have many functions that support reading. Most obviously, they convey semantic information and support reading comprehension (Lo, CyberPsychology & Behavior, 11[5], 595-597, 2008; Riordan, Computers in Human Behavior, 76, 75-86, 2017b). However, it is undetermined whether emojis recruit the same perceptual and cognitive processes for identification and integration during reading as do words. To investigate whether emojis are processed like words, we used eye tracking to examine the time course of semantic processing of emojis during reading. Materials consisted of sentences containing a target word (e.g., coffee in the sentence "My tall coffee is just the right temperature") when there was no emoji present and when there was a semantically congruent (i.e., synonymous) emoji (e.g., the cup of coffee emoji, ) or an incongruent emoji (e.g., the beer mug emoji, ) present at the end of the sentence. Similar to congruency effects with words, congruent emojis were fixated for shorter periods and were less likely to be refixated than were incongruent emojis. In addition, congruent emojis were more frequently skipped than incongruent emojis, which suggests that semantic aspects of emoji processing begin in the parafovea. Finally, the presence of an emoji, relative to its absence increased target-word skipping rates and reduced total time on target words. We discuss the implications of our findings for models of eye-movement control during reading.