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Direct gaze is an engaging and important social cue, but the meaning of direct gaze depends heavily on the surrounding context. This paper reviews some recent studies of direct gaze, to understand more about what neural and cognitive systems are engaged by this social cue and why. The data show that gaze can act as an arousal cue and can modulate actions, and can activate brain regions linked to theory of mind and self-related processing. However, all these results are strongly modulated by the social meaning of a gaze cue and by whether participants believe that another person is really watching them. The implications of these contextual effects and audience effects for our theories of gaze are considered.

Gazing at me: the importance of social meaning in understanding direct-gaze cues