Abstract
The purpose of this article is to know the current interactivity options in online newspapers. To do this, we analyze the concept of (structural) interactivity and establish a measuring tool based on some previous methodologies. This model includes a classification of newspapers into stages of development. In this way, we provide a tool, which allows media firms to know the degree of interactivity in newspapers, assessing what dimensions and parameters are being incorporated. It was applied to a sample of 21 online newspapers. Results show poor implementation of participation and customization options. There is a niche to be covered by sections of user-generated content and closer collaboration journalists-citizens. It will require a real adaptation to the new possibilities of interaction with readers at different levels of involvement and participation. The majority of newspapers are classified in a digital stage and some of them are close to the multimedia phase.
Highlights
Interactivity is a complex concept and it can manifest itself in various forms (Ghose, Dou, 1998; Liu, Shrum, 2002)
The model was designed in order measure structural interactivity in online newspapers
This section is organized into two sections: the model and conclusions and recommendations for media companies. 4.1 ABOUT THE MODEL TO MEASURE STRUCTURAL INTERACTIVITY
Summary
Interactivity is a complex concept and it can manifest itself in various forms (Ghose, Dou, 1998; Liu, Shrum, 2002). Interactivity was an “attribute of face-to-face conversation” (Rafaeli 1988). The development of technologies, specially the Internet, led us to a computer-mediated communication (Rafaeli, 1988; Şanlier, Tağ, 2005), to a “cyber-interactivity” (Mcmillan, 2002). 372) defined interactivity as “the degree to which a communication technology can create a mediated environment in which participant can communicate [...] and participate in reciprocal message exchange”. Liu and Shrum (2002) defined interactivity as “the degree to which two or more communication parties can act on each other, on the communication medium, and on the messages and the degree to which such influences are synchronized”. Two elements can be highlighted in both definitions: 1) interactivity as “a variable characteristic of communication
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