Citation

Wise K, Reeves B. Media Psychol. 2007; 9(3): 549-566.

Copyright

(Copyright © 2007, Informa - Taylor and Francis Group)

DOI

10.1080/15213260701283186

PMID

unavailable

Abstract

This paper explores psychology related to the moment that control is exercised during interactions with media. What is the difference in the thoughtful and emotional engagement of viewers with the content presented between reacting to media versus controlling its onset? Subjects viewed pictures on a computer as part of a 2 (control) ? 2 (picture type) ? 16 (repetitions) ? 2 (order) within-subjects experiment (N = 22). In one condition, subjects controlled the picture onset with a computer mouse. In the other condition, the computer controlled the picture onset. Heart rate and skin conductance were collected as indicators of the automatic attention and arousal elicited by each manipulation of control. Results showed that subjects exhibited a cardiac orienting response when the computer controlled the onset of emotional pictures. Subjects failed to orient when they had control over picture onset. Physiological arousal, as measured by skin conductance, was higher when subjects had control over picture onset. Subjects gave higher subjective ratings on valence and arousal for pictures that were presented by the computer. These results are discussed in relation to current assumptions about interactive media and audience activity.
This paper explores psychology related to the moment that control is exercised during interactions with media. What is the difference in the thoughtful and emotional engagement of viewers with the content presented between reacting to media versus controlling its onset? Subjects viewed pictures on a computer as part of a 2 (control) ? 2 (picture type) ? 16 (repetitions) ? 2 (order) within-subjects experiment (N = 22). In one condition, subjects controlled the picture onset with a computer mouse. In the other condition, the computer controlled the picture onset. Heart rate and skin conductance were collected as indicators of the automatic attention and arousal elicited by each manipulation of control. Results showed that subjects exhibited a cardiac orienting response when the computer controlled the onset of emotional pictures. Subjects failed to orient when they had control over picture onset. Physiological arousal, as measured by skin conductance, was higher when subjects had control over picture onset. Subjects gave higher subjective ratings on valence and arousal for pictures that were presented by the computer. These results are discussed in relation to current assumptions about interactive media and audience activity.