The aim of this volume is to make the concept of interactivity fruitful for reception research. Accordingly, findings from various eye-tracking studies are presented and placed in a theoretical context of reception. The uniqueness of this approach lies in the fact that reception data are related back to the specific structural features of media offerings. Media communication is understood within the framework of an interactive paradigm as a multimodal communication offering, where reception involves integrating textual, linguistic, auditory, visual, typographic, and design sign systems. Against this background, reception is always associated with selection processes and relevance decisions made by the recipients. These aspects of attention organization are manifested in the eye-tracking data.