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More Than The Medium:
Jim GleasonVisiting Instructor, Eastern Kentucky University
PhD Candidate in Communication, University of Kentucky
The Unique Role of Content in User Perception of Interactivity
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Where shall we begin?
What exactly is Interactivity?
How does it relate to The Book?
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Interactivity
The term is used casually: e-commerce to iPhones Google to Second Life.
New technologies and continued convergence makes it hard to define.
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Interactivity & The Book
Mass Communication medium Will become computer-mediated
Access, navigation and storage New unique opportunities for content
richness Directly influences quality of communication
outcomes.
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Previous models of interactivity Technology-driven models:
Too great an emphasis on the features and functions at play.
Rafaeli, 1988; Heeter, 1989; Neumann, 1991; Steuer, 1995
User-centered models: Too focused on user perception exclusively. Focus on communication process rather than
outcome. Laurel, 1986; Ha & James, 1998; Massey & Levy,
1999
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Issues with current literature
Variety of condition states & conflicting models
Interpersonal view is too narrow Face-to-face – the gold standard No discussion of content’s role
Online publishing / broadcasting and new digital media
Imprecise use of “interactivity” terminology
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“Interaction”
The communication process characterized by mutual or reciprocal action, influence or message exchange. The act or process of interacting—the
process of communicating itself.
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“Interactive”
Technological channel features or content elements that facilitate an active communication transaction. These elements act upon or with other
features to obtain data or commands In response they give immediate results or
updated information.
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“Interactivity”
The perception of a positive outcome state resulting from the integration of individual receiver characteristics, substantive (interactive) technological features, and reactive content during mutual and reciprocal message exchanges.
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A new model is needed
Involve multiple dimensions Embrace the Mass Communication
perspective Recognize content as a key contributing
dimension Position Interactivity as an outcome state
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Key points of the RMD Model
All predictive dimensions mutually contribute to influence user perception of interactivity.
As an outcome state, perceived interactivity depends on their combined influence.
Content plays a separate and unique role.
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Technological features
Features or functions of the medium &/or device that are contextually substantive to the quality of the communication experience Yes – Using online forms No – Changing the screensaver
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Relevant user experiences
Perceived by the receiver to enhance the communication experience by creating the opportunity for potential increases in perceived interactivity.
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Two contributing sub-dimensions Context -- the physical and virtual
environment that shapes a user’s readiness and receptivity to act within the interaction communication event.
User perception -- His or her own readiness and receptivity to act within the interaction communication event.
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Content
Influences user perception in a manner independent of the particular technology or medium used to communicate these messages.
Examples: American Idol Interactive PDF documents
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Content dimension elements
Control Directionality Opportunity Relevance Navigation Purpose
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Why does it matter?
The Book is both medium and content. Technology convergence will bring new
opportunities for increased content richness. Navigation and intertextuality will play
increasingly important roles. An understanding of the Interactivity
construct is critical to the future of the Book.
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Conclusions
The RMD Model of Interactivity new framework through which to understand the
dimensions that mutually influence the conditions under which interactivity is perceived by the user.
Its comprehensive and inclusive scope offers broad applicability in multiple forms of computer-mediated communication – including The Book.
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