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