Investigation on Interactivity Concept and Its Dimensions

The revolution of the media landscape has led to many new and dynamic media channels. The changes have brought opportunities for companies to reach and communicate with audiences in different ways. Among these changes, there has been a growth in interactivity, which lays emphasis on conversing with audiences rather than communicating to them. Our understanding of interactivity and associated communication concepts has lagged behind technology. This paper draws on the literature developed in other disciplines, most notably Computer-mediated communication (CMC), e-Commerce and Education as well as Media, Marketing and Advertising. Three core facets or dimensions of interactivity are identified (active control, two-way communication/reciprocity, and responsiveness). These are explored within a weblog context. Further research is recommended in order to develop our understanding of the dimensions of interactivity as there is potential to improve the effectiveness of interactive communication clients as well as weblog activities.