more than the medium: jim gleason visiting instructor, eastern kentucky university phd candidate in...

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

Where shall we begin?

What exactly is Interactivity?

How does it relate to The Book?

22007, James P. Gleason

Interactivity

The term is used casually: e-commerce to iPhones Google to Second Life.

New technologies and continued convergence makes it hard to define.


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.


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


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


“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.


“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.


“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.


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


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.


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


Relevant user experiences

Perceived by the receiver to enhance the communication experience by creating the opportunity for potential increases in perceived interactivity.


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.


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


Content dimension elements

Control Directionality Opportunity Relevance Navigation Purpose


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.


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.


more than the medium: jim gleason visiting instructor, eastern kentucky university phd candidate in...

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