Conceptual framing of interactivity in theories of mass and networked communications

Abstract

Interactivity is not solely a key feature of new media, but also a core concept of media studies on the whole. It is the accent on interactivity and the transformation of its conceptual meaning that has been linked with the move from mass communication to networked communication, or from traditional media to newly emergent (interactive) media technologies.

The article addresses the reflection of the concept from a communication and media studies point of view.

Keywords

• interactivity
• interaction
• mass communication
• new media
• networked communication