1. A computer-implemented method of identifying the existence and position of text in visual media content and determining a subject's level of interaction with the identified text, the method comprising: identifying a portion of visual media content that constitutes text; determining a position of the identified text of the visual media content; presenting the visual media content to a subject; collecting eye data from the subject while the subject is viewing the visual media content, the eye data including pupil data, blink data, and gaze data; generating a gaze pattern of the subject based on the collected eye data; determining whether the subject has interacted with the identified text based at least on the determined position of the identified text and the generated gaze pattern; and in response to a determination that the subject has interacted with the identified text: (i) determining the subject's level of interaction with the identified text; and (ii) determining the subject's emotional response to the identified text.