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2013 | OriginalPaper | Chapter

20. The Many Faces of Interactivity in Convergent Media Environments. Assessing Uses and Effects of Interactivity from a User and Management Perspective

Author : Birgit Stark

Published in: Media and Convergence Management

Publisher: Springer Berlin Heidelberg

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Abstract

Digitization has blurred the distinctions between producers and audiences. Thus, research on interactivity as a key element of convergent media environments has grown dramatically over the past three decades. However, despite this strong research interest there is currently no consensus about the multi-faced and hard-to-grasp concept. Obviously, interactivity is used to describe numerous processes in convergent media environments that are related to communication in general, and online communication and practices like online journalism in particular. This article highlights the main strands in the conceptual development of interactivity and explores some of the effects of interactivity by surveying newspaper websites. Looking at how newspaper websites experience the concept, we can evaluate patterns of impact on users and impacts on business value potential. Thus, the findings are linked to strategic use from a management perspective. They suggest a differentiated approach to designing the interactivity potentials of newspaper websites.

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previous chapter Convergent Journalism—Newsrooms, Routines, Job Profiles and Training
next chapter Convergence and Corporate Social Responsibility: The Need for Using a Networking Concept for Stakeholder Management
Appendix
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Footnotes
1
In reaction to convergence, new governance patterns have been emerging. In particular, the traditional separation between telecommunications and the media is no longer essential. Meanwhile, a new, modified common governance pattern for convergent communication markets is emerging. In particular, it accents the confluence of previously separate industry-based laws and regulations (Latzer 2011).
 
2
The authors employed an online questionnaire surveying users of a medium-sized newspaper in a Midwestern city. Interactivity is defined as multidimensional construct and is divided into three categories on a continuum (Chung and Yoo 2008).
 
3
In contrast to the findings of Chung (2008), in this study interactive features were used in moderation. According to the authors, such contradictory findings suggest that type and size of community can influence how certain interactive features are used (Chung and Nah 2009: p. 866).
 
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Metadata
Title
The Many Faces of Interactivity in Convergent Media Environments. Assessing Uses and Effects of Interactivity from a User and Management Perspective
Author
Birgit Stark
Copyright Year
2013
Publisher
Springer Berlin Heidelberg
Book
Media and Convergence Management

Print ISBN: 978-3-642-36162-3

Electronic ISBN: 978-3-642-36163-0

Copyright Year: 2013

DOI
https://doi.org/10.1007/978-3-642-36163-0_20