We are now faced with numerous examples of the use of the word ‘open’ in the context of education. There are open schools, open universities, open participatory learning infrastructures (OPLI), open courseware (OCW), massive open online courses (MOOCs), open educational resources (OER), open educational practices (OEP) and so on (see, e.g., Atkins, Brown, & Hammond, 2007; Schuwer, van Genuchten, & Hatton, 2015). What these terms at face value seem to share is their reference to the removal of barriers to the access of education. Open universities have relaxed entrance requirements, open courseware and MOOCs allow for free access to courses, as do open educational resources and open educational practices at the levels of materials and practices, respectively, although the kinds of barriers removed and the extent to which they are removed differ widely (Mulder & Jansen, 2015). However, there is more to openness than this prima facie characterization in terms of the removal of barriers reveals. A brief overview of some existing definitions of openness in education can help to make this evident.
With the increase of Virtual Reality (VR), the importance of advertising within VR has become more relevant. However, it is unclear whether advertising strategies used in traditional media also work in VR. This study is focused on openness in advertisements, an advertisement strategy that refers to the degree of guidance towards the intended message. More open means less guidance and is often used to increase attention and attitude. However, open ads have not been researched in VR before. In this study, VR-advertisements were created and tested that differ in openness. An experiment with 87 participants revealed new ways of creating openness based on positioning and timing of anchoring cues. Moreover, the results revealed a negative effect of openness on interpretation, consistent with findings in studies using traditional media. Unexpectedly, openness in VR-advertisements did not influence (ad and brand) attitude, possibly due to the newness-effect causing high appreciation for ads in VR.
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The study presented in this chapter aims at providing the foundation for future research examining the potential negative results of open ads. In past decades there has been a shift toward ads with less guidance toward a specific interpretation. Different terms have been used to denote these ads-for instance, complex image ads, implicit ads, ambiguous ads, and undercoded ads. Open ads have the common characteristic that consumers are not manifestly directed toward a certain interpretation. We formulate five antecedents that render an ad more open: presence of a prominent visual, presence of rhetorical figures, absence of the product, absence of verbal anchoring, and a low level of brand anchoring. We distinguish four categories of open ads: riddle ads, story ads, issue ads, and aesthetic ads. Although the literature generally stresses positive outcomes of openness on consumer reactions, five experiments show preliminary support for the arguments stressing a possible dark side of openness for consumer response. We have found negative effects of openness on interpretation, attitude toward the ad and the brand, and null-effects on attention and recall.
Manual labour is an important cornerstone in manufacturing and considering human factors and ergonomics is a crucial field of action from both social and economic perspective. Diverse approaches are available in research and practice, ranging from guidelines, ergonomic assessment sheets over to digitally supported workplace design or hardware oriented support technologies like exoskeletons. However, in the end those technologies, methods and tools put the working task in focus and just aim to make manufacturing “less bad” with reducing ergonomic loads as much as possible. The proposed project “Human Centered Smart Factories: design for wellbeing for future manufacturing” wants to overcome this conventional paradigm and considers a more proactive and future oriented perspective. The underlying vision of the project is a workplace design for wellbeing that makes labor intensive manufacturing not just less bad but aims to provide positive contributions to physiological and mental health of workers. This shall be achieved through a human centered technology approach and utilizing advanced opportunities of smart industry technologies and methods within a cyber physical system setup. Finally, the goal is to develop smart, shape-changing workstations that self-adapt to the unique and personal, physical and cognitive needs of a worker. The workstations are responsive, they interact in real time, and promote dynamic activities and varying physical exertion through understanding the context of work. Consequently, the project follows a clear interdisciplinary approach and brings together disciplines like production engineering, human interaction design, creative design techniques and social impact assessment. Developments take place in an industrial scale test bed at the University of Twente but also within an industrial manufacturing factory. Through the human centered design of adaptive workplaces, the project contributes to a more inclusive and healthier society. This has also positive effects from both national (e.g. relieve of health system) as well as individual company perspective (e.g. less costs due to worker illness, higher motivation and productivity). Even more, the proposal offers new business opportunities through selling products and/or services related to the developed approach. To tap those potentials, an appropriate utilization of the results is a key concern . The involved manufacturing company van Raam will be the prototypical implementation partner and serve as critical proof of concept partner. Given their openness, connections and broad range of processes they are also an ideal role model for further manufacturing companies. ErgoS and Ergo Design are involved as methodological/technological partners that deal with industrial engineering and ergonomic design of workplace on a daily base. Thus, they are crucial to critically reflect wider applicability and innovativeness of the developed solutions. Both companies also serve as multiplicator while utilizing promising technologies and methods in their work. Universities and universities of applied sciences utilize results through scientific publications and as base for further research. They also ensure the transfer to education as an important leverage to inspire and train future engineers towards wellbeing design of workplaces.
Within TIND, Christian Roth studies the training of interactive narrative designers with the goal of developing teaching methods and learning tools for artists and designers to enable the creation of more effective artefacts. Interactive Narrative Design (IND) is a complex and challenging interdisciplinary field introducing new affordances in technique and user-experience. This requires practice-based research for further development of the educational format, demonstrating its potential while identifying and overcoming common learners’ challenges. This project aims to develop a framework for the design and evaluation of meaningful interactive narrative experiences that effectively stimulate a variety of cognitive and emotional responses such as reflection, insight, understanding, and potential behavior change. It provides tools, methods and activities to enable aspiring or practicing narrative designers through an interdisciplinary approach, including game design, immersive theatre, behavioral and cognitive psychology, and the learning sciences. HKU education means to prepare students for success in the creative industries and IND plays an important role for current and future jobs in education, arts and entertainment. IND has the potential to create an emotional impact and spark transformative change by offering agency, defined as the ability to influence narrative progression and outcomes in a meaningful way. This enables interactors to feel the weight of their own choices and their consequences, to explore different perspectives, and to more thoroughly understand complex multi-stakeholder issues, which could have significant impact on the success of emerging artistic, and learning applications. The research project is directly embedded in the curriculum of the HKU school Games & Interaction with annual educational offerings such as the Minor Interactive Narrative Design (MIND) and HKU wide broad seminars. Course evaluation and literature research will be used to create new and adjusted training for different HKU schools and the industry. Outcomes will be shared via an interactive website and events.
