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What is User control

Encyclopedia of Information Science and Technology, Second Edition
It is the range of ways to manipulate the content.
Published in Chapter:
Interactive Television Context and Advertising Recall
Verolien Cauberghe (University of Antwerp, Belgium) and Patrick De Pelsmacker (University of Antwerp, Belgium)
DOI: 10.4018/978-1-60566-026-4.ch338
Interactive digital television (IDTV), the merging of the Internet and television, has the potential of reaching many consumers. Introducing interactivity in television content will replace lean-backward viewing with a more active lean-forward viewing (Van den Broeck, Pierson, & Pauwels, 2004). This new way of watching TV can have implications for the way people process the advertisements embedded in programmes. We examine the impact of two dimensions of interactivity induced by a TV quiz show, that is, user control and two-way communication (McMillan & Hwang, 2002) on the ad and brand recall of an embedded commercial. User control means the possibility of accessing extra information about the quiz show, the host, and the candidates with the remote control. Two-way communication allows the viewer to play along with the quiz using the remote control.
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Learning and Meaning Making in the Virtual Space
User as a producer of his or her own learning resources. The shift in interest from technological to pedagogical possibilities, indicated a shift in school work, although not all teachers have been trained for this change.
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New Media and Advertising: The Role of Influencers in the Process of Interactivity in Advertising
The ability of the individual to determine his / her preferences as a browsing environment
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