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

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Media and Convergence Management

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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Notes

  1. 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. 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. 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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Author information

Authors and Affiliations

  1. Johannes Gutenberg-Universität Mainz, Colonel-Kleinmann-Weg 2, 55099, Mainz, Germany

    Birgit Stark

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  1. Birgit Stark
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Correspondence to Birgit Stark .

Editor information

Editors and Affiliations

  1. Institut für Kommunikationswirtschaft, Alpen-Adria Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Sandra Diehl

  2. Institut für Kommunikationswirtschaft, Alpen-Adria-Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Matthias Karmasin

Appendices

Questions

  1. 1.

    In which fields or disciplines has interactivity been defined?

  2. 2.

    What different perspectives can be distinguished? Which dimensions and types of interactivity can be found in the literature?

  3. 3.

    What are possible direct or indirect effects of interactive features on newspaper websites? What is the value, i.e., the real benefit, for the user?

  4. 4.

    What are possible values for media organizations to offer a range of interactive options on newspaper websites?

  5. 5.

    Why are users hesitant to participate and interact on newspaper websites?

  6. 6.

    Please discuss the journalist’s relationship with users in convergent media environments. What are the potential problems? In what ways do the changes create tensions and conflict in media organizations?

Reflexive Questions

  1. 1.

    If you were a manager, how could you find a suitable strategy for your website? Please try to develop a business concept based on the assumptions of this article.

  2. 2.

    Do you think participatory journalism could contribute to democratic platforms for civic discourse?

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Stark, B. (2013). The Many Faces of Interactivity in Convergent Media Environments. Assessing Uses and Effects of Interactivity from a User and Management Perspective. In: Diehl, S., Karmasin, M. (eds) Media and Convergence Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36163-0_20

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