Session 3A: Advances in Interactivity Research

Jim Gleason, EKU / UK, ChairRenee Human, University of KentuckyLaura Beth Daws, University of KentuckyLisa Beeler, University of Kentucky

Overview

The term interactivity is casually used to describe everything from e-commerce to iPhones and from Google to Second Life.

Yet, both the emergence of new products and the continued trend toward convergence have only served to make the term harder to corral than ever.

The panelists examine the challenges facing interactivity scholarship and individual advances in interactivity research.

They suggest a number of new models and fruitful areas for relevant continued scholarship.

Interactivity: An Examination from a Mass Communication Perspective

Jim Gleason, Eastern Kentucky University /

University of Kentucky

Introduction

This paper examines the nature of interactivity from a mass

communication perspective, content's contribution to the communication

process, and how interactivity influences communication

outcomes.

Previous models of interactivity Early models:

Too great an emphasis on its roots in technology and the features and functions at play.

Rafaeli, 1988; Heeter, 1989; Neumann, 1991; Steuer, 1995; others

Later models: More user-centered but too focused on user perception

exclusively. A piece of a communication process rather than the outcome

itself. Laurel, 1986; Ha & James, 1998; Massey & Levy, 1999

Current models: OK, maybe it’s a bit of both. Kiousis, Bucy

Issues with current literature

Interactivity construct frequently forced to fit a variety of condition states & conflicting models.

Rapid growth of online publishing / broadcasting and new digital media.

Interpersonal view is too narrow Face-to-face – the gold standard No discussion of content’s role

Imprecise use of terminology

Terminology

Interaction -- The communication process characterized by mutual or reciprocal action, influence or message exchange. Interaction is the act or process of interacting—the process of communicating itself.

Terminology

Interactive -- Technological channel features or content elements that facilitate an active communication transaction in which these elements act upon or with other technologies and technological features to obtain data or commands and in response give immediate results or updated information.

Terminology

Interactivity -- A summative perception of the degree to which a user (the interactant) participates (interacts) in a communication process (the interaction) with substantive interactive features of a technology.

A new model is needed

Involves multiple dimensions Embraces the Mass Communication

perspective Recognizes content as a key contributing

dimension Positions Interactivity as an outcome state

A new definition of Interactivity Interactivity is the perception of a positive

outcome state resulting from the integration of individual receiver characteristics, substantive (interactive) technological features, and reactive content during mutual and reciprocal message exchanges.

The importance of predictive dimensions Technological features

Features or functions of the medium &/or device being used that are contextually substantive in a manner contributing to the quality of the communication experience

The importance of predictive dimensions Relevant user experiences

Perceived by the receiver to enhance the communication experience by creating the opportunity for potential increases in perceived interactivity

Context or the physical and virtual environment that shapes a user’s readiness and receptivity to act within the interaction communication event

User perception of his or her own readiness and receptivity to act within the interaction communication event

The importance of predictive dimensions Content

Influences user perception in a manner independent of the particular technology or medium used to communicate these messages.

Conclusions

Argued for a new content-specific predictive dimension of interactivity

Present the Responsive Multi-Dimensional Model of Interactivity as a new framework through which to understand the predictive dimensions and related elements that mutually influence the conditions under which interactivity is perceived by the user.

Conclusions

The comprehensive and inclusive scope of the RMD Model offers broad applicability in multiple forms of computer-mediated communication,

Particularly in light of ongoing communication advances and the continued trend toward technological convergence.

Perhaps the future will yield more applicable results as the new RMD model of interactivity is tested and the unique contributions of the predictive dimension of content is more broadly appreciated.

Interactivity 2.0: Interactivity in the Context of Web 2.0 and the Digital Coordinated

Renee Human

University of Kentucky

Interactivity, Access and Skill: Rural Journalism, Online Newspapers, and Community Discussion

Laura Beth Daws

University of Kentucky

This Isn't Monopoly Anymore, Kids: Live Gaming Headsets and Perceived Interactivity

Lisa Beeler

University of Kentucky