1 / 20

More Than The Medium:

More Than The Medium: . The Unique Role of Content in User Perception of Interactivity. Jim Gleason Visiting Instructor, Eastern Kentucky University PhD Candidate in Communication, University of Kentucky . What exactly is Interactivity? How does it relate to The Book? .

bess
Download Presentation

More Than The Medium:

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. More Than The Medium: The Unique Role of Content in User Perception of Interactivity Jim Gleason Visiting Instructor, Eastern Kentucky University PhD Candidate in Communication, University of Kentucky

  2. What exactly is Interactivity? How does it relate to The Book? Where shall we begin? 2007, James P. Gleason

  3. Interactivity • The term is used casually: • e-commerce to iPhones • Google to Second Life. • New technologies and continued convergence makes it hard to define. 2007, James P. Gleason

  4. 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. 2007, James P. Gleason

  5. 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 2007, James P. Gleason

  6. 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 2007, James P. Gleason

  7. “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. 2007, James P. Gleason

  8. “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. 2007, James P. Gleason

  9. “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. 2007, James P. Gleason

  10. 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 2007, James P. Gleason

  11. 2007, James P. Gleason

  12. 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. 2007, James P. Gleason

  13. 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 2007, James P. Gleason

  14. Relevant user experiences • Perceived by the receiver to enhance the communication experience by creating the opportunity for potential increases in perceived interactivity. 2007, James P. Gleason

  15. 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. 2007, James P. Gleason

  16. 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 2007, James P. Gleason

  17. 2007, James P. Gleason

  18. Content dimension elements • Control • Directionality • Opportunity • Relevance • Navigation • Purpose 2007, James P. Gleason

  19. 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. 2007, James P. Gleason

  20. 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. 2007, James P. Gleason

More Related