Interactivity and the audience
Interactivity theory focuses on the audience instead of content or a particular medium (Rafaeli, 1986). The theory initially explained how web-based communication was occurring in online chat rooms (Rafaeli, 1986). As technologies changed, those conversations now occur not only in chat rooms, but also on social media, media websites, and numerous other locations on the web. Interactivity theory was developed because previously most media theories assumed a passive audience; however, the Internet allows the audience to take active roles and even engage in agenda setting (Chung & Nah, 2009). The theory explains new media functions and considers communication with varying degrees of interaction (Rafaeli, 1988). …show more content…
This is because of the relationship previously discussed between community media and the public they serve. Journalists in community news interact with their audience on many levels as part of having a closer relationship to the public (Reader, 2012; Lowrey, Brozana, & Mackay, 2008). Ownership wants community publications to be connected to the community being covered (Reader, 2012). Community journalism is designed to promote civic engagement and to get citizens to become involved in informed participation (Lowrey, Brozana, & Mackay, 2008). Furthermore, community media are designed to solicit diverse views through an interactive process that can include listening, reporting, or audience feedback (Lowrey, Brozana, & Mackay, 2008). Those who work in communications industries seek a public that engages in informed decision-making (Christians, Ferre, & Fackler, 1993). Furthermore, media that do not participate within their community run the risk of being alienated from the public and create an artificial rift between the media and citizens (Christians, Ferre, & Fackler, …show more content…
Closeness to the community is the strength of community media, but it is also a problem because of the intimacy staff members have with those they cover (Byerly, 1961). The newspaper industry has been slow to realize how important interactivity is to online communication and creating, connecting to, or fostering community online (Riley, Keough, Christiansen, Meilich, & Pierson, 1998; Hsu, Chang, Lin & Lin, 2015). Community media were interactive prior to the Internet and typically have served as a forum for citizen journalism (Rennie, 2007; Reader, 2012). Community newspaper’s interaction included publishing UGC and allowing the audience to be more involved with the content published. New technologies have challenged the ideas of community and journalism altering what content is considered local (Robinson, 2014). Similarly the biggest challenge facing the news industry in the United States is engaging the digital audience (Loechner, 2013). Conversing with the audience in online forums is one method to reach out to the community (Mayer & Stern, 2011). Engagement success could be measured simply by counting the number of comments after the publication’s staff interacts with the audience (Mayer & Stern, 2011). Then we must examine this engagement and determine if interaction helps to build
Interactivity theory focuses on the audience instead of content or a particular medium (Rafaeli, 1986). The theory initially explained how web-based communication was occurring in online chat rooms (Rafaeli, 1986). As technologies changed, those conversations now occur not only in chat rooms, but also on social media, media websites, and numerous other locations on the web. Interactivity theory was developed because previously most media theories assumed a passive audience; however, the Internet allows the audience to take active roles and even engage in agenda setting (Chung & Nah, 2009). The theory explains new media functions and considers communication with varying degrees of interaction (Rafaeli, 1988). …show more content…
This is because of the relationship previously discussed between community media and the public they serve. Journalists in community news interact with their audience on many levels as part of having a closer relationship to the public (Reader, 2012; Lowrey, Brozana, & Mackay, 2008). Ownership wants community publications to be connected to the community being covered (Reader, 2012). Community journalism is designed to promote civic engagement and to get citizens to become involved in informed participation (Lowrey, Brozana, & Mackay, 2008). Furthermore, community media are designed to solicit diverse views through an interactive process that can include listening, reporting, or audience feedback (Lowrey, Brozana, & Mackay, 2008). Those who work in communications industries seek a public that engages in informed decision-making (Christians, Ferre, & Fackler, 1993). Furthermore, media that do not participate within their community run the risk of being alienated from the public and create an artificial rift between the media and citizens (Christians, Ferre, & Fackler, …show more content…
Closeness to the community is the strength of community media, but it is also a problem because of the intimacy staff members have with those they cover (Byerly, 1961). The newspaper industry has been slow to realize how important interactivity is to online communication and creating, connecting to, or fostering community online (Riley, Keough, Christiansen, Meilich, & Pierson, 1998; Hsu, Chang, Lin & Lin, 2015). Community media were interactive prior to the Internet and typically have served as a forum for citizen journalism (Rennie, 2007; Reader, 2012). Community newspaper’s interaction included publishing UGC and allowing the audience to be more involved with the content published. New technologies have challenged the ideas of community and journalism altering what content is considered local (Robinson, 2014). Similarly the biggest challenge facing the news industry in the United States is engaging the digital audience (Loechner, 2013). Conversing with the audience in online forums is one method to reach out to the community (Mayer & Stern, 2011). Engagement success could be measured simply by counting the number of comments after the publication’s staff interacts with the audience (Mayer & Stern, 2011). Then we must examine this engagement and determine if interaction helps to build