Mass media and the concept of interactivity

An exploratory study of online forums and reader email

Bibliographic Data

ID11268464
AuthorsTammy Schultz (0000-0001-6792-7853, Indiana University Bloomington, corresponding author), Tanjev Schultz (INDIANA UNIVERSITY, BLOOMINGTON, USA UNIVERSITY OF BREMEN, GERMANY)
Year2000
Volume22
Issue2
Pages205-221
Publication date2000-03-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMedia Culture & Society (JOURNAL)
Journal identifiersISSN: 0163-4437 • E-ISSN: 1460-3675
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/016344300022002005
OpenAlexW2139382174
LanguageEN
Citations received75
References cited29

Lack of interaction between the mass media and their audiences has always been a target for media criticism. While the Internet provides a potential for more interactive communication, one wonders how much this opportunity is taken up. The traditional mass media do not seem to become obsolete. Their function as providers of a shared lifeworld might become even more important. Besides their traditional formats, mass media are well represented on the World Wide Web, but it is not clear yet how interactive they will be in the online environment. The article first goes over theoretical implications, taking the perspective of the current Frankfurt School and the American movement of public journalism. Then it identifies concrete settings and levels of interactivity in online journalism. Finally, an exploratory study of New York Times journalists and forum participants helps illustrate chances and problems of mass media online

Advertising · Business · Criticism · Digital media · Exploratory research · Function (biology · Interactivity · Internet privacy · Journalism · Lifeworld · Mass media · Media studies · New media · Perspective (graphical · Political science · Public relations · Social science · Sociology · The Internet · World Wide Web · Computer Science · Digital Games and Media · Law · Media Studies and Communication · Social Media and Politics