Interactivity theory
Interactivity theory focuses on the idea that new media tools have altered how people communicate. Interactivity has been studied long before the Internet came into existence with the examination of feedback as a concept (Wiener, 1948; Shannon & Weaver, 1949; Kiousis, 2002). Those in an online environment are more likely to be seeking feedback than those in person (Ang & Cummings, 1994). An early study about interactivity assumed frequent interaction with media generates a high degree of dependency upon that media outlet (Nordlund, 1978). Increased interaction between the audience and the media outlet will lead to a more engaged audience (Ha & James, 1998; Rafaeli & Sudweeks, 1998). Interactive features allow news audiences …show more content…
Will interaction take place using a registration model such as Facebook or another moderation system, or will the consumer control distribution of comments (Jensen, 1998). There is also the issue of expectation, the consumer should not presume continuous feedback (Schudson, 1978) The media has created an expectation of more robust communication using mass media technology that existed prior to the Web (Schudson, 1978). Rafaeli’s definition of Interactivity focuses on the audience instead of content or a particular medium (Rafaeli, 1986). This is but one method of considering interactivity, however, it is the definition that best answers the research questions for this dissertation. 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). Many researchers have reviewed interactivity from the view of the audience or based on the attitudes of journalists …show more content…
The role of the audience is key in the development of interactivity (Rafaeli, 1988). The audience is pushing the movement toward interactivity, at least on some level (Rafaeli, 1988). Newsrooms are showing interest in interactivity; although they have been slow in adopting higher levels of interactivity, which is partially due an unwillingness of professionals to engage with the audience (Paulussen & Ugille, 2008). A study that took a technological look at interactivity showed that 41% of publications offered at least a low level of interactivity which was defined in that study to include links in articles or comment areas available, meanwhile 12% of publications offered a high level of technological options for interactivity to the audience such as the ability to directly interact with stories or staff (Kenney, Gorelik, & Mwangi, 2000). Nearly 40% of publications had no way for members of the audience to send an email to an article’s writer, which limits the ability for interaction (Kenney, Gorelik, & Mwangi, 2000). When emails were sent when they were available, only 10% those emailed sent a personal response, meanwhile another 20% sent a form letter, 70% of sites that listed emails did not respond at all (Kenney, Gorelik, & Mwangi, 2000). The audience, however, is not waiting for media companies to be interactive, they are sending messages to media
Interactivity theory focuses on the idea that new media tools have altered how people communicate. Interactivity has been studied long before the Internet came into existence with the examination of feedback as a concept (Wiener, 1948; Shannon & Weaver, 1949; Kiousis, 2002). Those in an online environment are more likely to be seeking feedback than those in person (Ang & Cummings, 1994). An early study about interactivity assumed frequent interaction with media generates a high degree of dependency upon that media outlet (Nordlund, 1978). Increased interaction between the audience and the media outlet will lead to a more engaged audience (Ha & James, 1998; Rafaeli & Sudweeks, 1998). Interactive features allow news audiences …show more content…
Will interaction take place using a registration model such as Facebook or another moderation system, or will the consumer control distribution of comments (Jensen, 1998). There is also the issue of expectation, the consumer should not presume continuous feedback (Schudson, 1978) The media has created an expectation of more robust communication using mass media technology that existed prior to the Web (Schudson, 1978). Rafaeli’s definition of Interactivity focuses on the audience instead of content or a particular medium (Rafaeli, 1986). This is but one method of considering interactivity, however, it is the definition that best answers the research questions for this dissertation. 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). Many researchers have reviewed interactivity from the view of the audience or based on the attitudes of journalists …show more content…
The role of the audience is key in the development of interactivity (Rafaeli, 1988). The audience is pushing the movement toward interactivity, at least on some level (Rafaeli, 1988). Newsrooms are showing interest in interactivity; although they have been slow in adopting higher levels of interactivity, which is partially due an unwillingness of professionals to engage with the audience (Paulussen & Ugille, 2008). A study that took a technological look at interactivity showed that 41% of publications offered at least a low level of interactivity which was defined in that study to include links in articles or comment areas available, meanwhile 12% of publications offered a high level of technological options for interactivity to the audience such as the ability to directly interact with stories or staff (Kenney, Gorelik, & Mwangi, 2000). Nearly 40% of publications had no way for members of the audience to send an email to an article’s writer, which limits the ability for interaction (Kenney, Gorelik, & Mwangi, 2000). When emails were sent when they were available, only 10% those emailed sent a personal response, meanwhile another 20% sent a form letter, 70% of sites that listed emails did not respond at all (Kenney, Gorelik, & Mwangi, 2000). The audience, however, is not waiting for media companies to be interactive, they are sending messages to media