The Role of Content: Toward a More Comprehensive Model of Interactivity

By James P. Gleason.

Published by The International Journal of the Book

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Over the past 30 years, many scholars have examined dimensions of interactivity in an attempt to articulate a comprehensive definition of the construct. This manuscript seeks to clarify the interactivity construct by presenting a new model—the Responsive Multi-Dimensional Model of Interactivity—which considers interactivity to be a perceptual response condition resulting from the integration of user experience (including individual receiver characteristics and context), substantive technological features, and reactive content during mutual and reciprocal message exchanges. While considerable communication literature rightly recognizes the important influence of technology on user perception of interactivity, little attention has been paid to the unique manner in which content itself affects each receiver’s perception. It does so in a manner independent of the particular technology or medium used to communicate these messages.

Keywords: Interactivity, New Media, Interactive, CMC, Computer-Mediated Communication

The International Journal of the Book, Volume 5, Issue 1, pp.1-4. Article: Print (Spiral Bound). Article: Electronic (PDF File; 633.634KB).

Dr. James P. Gleason

Visiting Instructor, Department of Communication, Eastern Kentucky University, Lexington, Kentucky, USA

Jim Gleason is a Visiting Instructor in the Department of Communication at Eastern Kentucky University. His areas of interest include new media, public relations, advertising and graphic design. He has held executive positions with Lexmark International and a number of Kentucky-based new media and advertising firms including Buzzword, Kentucky Business Online and Meridian Communications. He is accredited as a Public Relations practitioner (APR) by the Public Relations Society of America and is a frequent lecturer on new media, business communication, advertising and public relations. He received his BA in Education and MS in Educational Media from the State University of New York at New Paltz. He is currently a PhD candidate in Communication at the University of Kentucky.


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