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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

In: Media and Convergence Management

Author

Listed:
  • Birgit Stark

    (Johannes Gutenberg-Universität Mainz)

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.

Suggested Citation

  • Birgit Stark, 2013. "The Many Faces of Interactivity in Convergent Media Environments. Assessing Uses and Effects of Interactivity from a User and Management Perspective," Springer Books, in: Sandra Diehl & Matthias Karmasin (ed.), Media and Convergence Management, edition 127, chapter 20, pages 299-315, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36163-0_20
    DOI: 10.1007/978-3-642-36163-0_20
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