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Interactivity From New Media To Communication

What Is Interactivity?. IntuitiveUnderdefined conceptLittle consensus on meaningBUT emerging in communication studies. Example 1. A politician had been interviewed by a local newspaper editor through a face-to-face conversation on some social issuesIs this an interactive conversation?. Example 2.

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Interactivity From New Media To Communication

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    1. Interactivity From New Media To Communication Sheizaf Rafaeli Presented by Joyce Kong

    2. What Is Interactivity? Intuitive Underdefined concept Little consensus on meaning BUT emerging in communication studies

    3. Example 1 A politician had been interviewed by a local newspaper editor through a face-to-face conversation on some social issues Is this an interactive conversation?

    4. Example 2 During a political election, the candidate gave his speech to the audience and followed by a Q&A section with the press… Is this an interactive event?

    5. Purpose of This Chapter Contribute to the construct validation of interactivity as a variable through theoretical explication

    6. Definition of Interactivity An expression of the extent that in a given series of communication exchanges, any third (or later) transmission (or message) is related to the degree to which previous exchanges referred to even earlier transmissions.

    7. Trends of Study in New Communication Technologies

    8. Helical Model of Communication (Dance, 1967): metaphor of human communication is both circular & progressive Communication and media arrangements could not be aligned & compared Reviews on Social Interaction Studies

    9. Interaction Process Analysis (Bales, 1950) & Interaction Zones Theory (Hall, 1966): studying groups of people engaged in communicating Interaction is only treated as “There” or “Not There” phenomenon Reviews on Social Interaction Studies

    10. Formal theory of interaction in social groups (Simon, 1952): considering the variability & temporal functions of interaction among people Interaction ritual (Goffman, 1967): different patterns of interactions varying sequences of acts Interaction is the key focus instead of communication Reviews on Social Interaction Studies

    11. Concepts from New Technologies Animistic & surprising humanlike machines (Frazer, 1922; Mumford, 1934, Shneiderman, 1987; Turkle, 1984) More dimensions go beyond including bidirectionality, quick response, …, social presence & artificial intelligence Distinctions between passive & active, reactive & interactive, interaction & friendliness

    12. Classifying media by their interactivity (Lippman, 1985; Durlak, 1986 & Heeter, 1985) No explanation, prediction or testable propositions Classificatory Explications

    13. Depends on issue of responsiveness Requires sender & receiver roles to be interchangeable with each subsequent message Varies from interactive, quasi-interactive (reactive) and non-interactive (two-way) communication Interactivity Defined by Rafaeli

    14. Two-Way (Non-interactive) The person (P) and other (O) are engaged in communication The messages (M) are numbered by temporal sequence (Mj) Creation of messages is independent of history

    15. Reactive (Quasi-interactive) Creation of messages based on a previous message – signed as P(Mj) or O(Mj)

    16. Fully Interactive Creation of messages based on the way previous messages relate to even earlier messages – expressed as P(Mj/Mj-1) or O(Mj/Mj-1)

    17. Example 3 Chief Executive Election Debate held on 15 Mar 07 broadcasted by 8 media channels in HK showed the process of questioning by the press, replied by Donald Tsang & Alan Leong and followed up specifically by these 2 candidates after the speech of the other => Interactive Communication

    18. Four Highlights of Interactivity Non-interactive communication may contain responses Interactivity is not a medium characteristic Much use of new communication technologies is non-interactive Feedback is just a subset of interactivity

    19. Empirical Findings on Interactivity Obvious Correlations Acceptance & Satisfaction Preference depends on the role of users affecting the contents Supported by studies like Becker, Dunwoody, & Rafaeli (1983) wit public interest in the interactive potential of cable television

    20. Empirical Findings on Interactivity Less Obvious Correlations Greater recall rate from high school students (Schaffer & Hannafin, 1986) Improved learning although interactivity may take longer time (Schaffer & Hannafin, 1986) Preference on solicited interaction than given interaction by computer (Chaffee, Lieberman & Rafaeli, 1986)

    21. Empirical Findings on Interactivity Least Obvious Correlations Broaden horizons or changes ways of thinking Improvement in problem-solving abilities (Salomon & Perkins, 1986) Foster atmosphere of increased cooperation supported by Dilemma experiment (Rafaeli, 1987)

    22. Shortcomings of Interactivity High set up costs Longer communication process Unwanted predictability on human studies Hard to determine the right timing of discussion

    23. Types of Interest for Future Work Specification Not limiting comparison with “face-to-face” communication Rather focus on functions of interactivity Empirical Hard to measure Role of research to expose its complexity & decompose its components

    24. Types of Interest for Future Work Theoretical Mediated-but-not-mass communication Intellectual interest like what’s going on Subjective or objective Pragmatic questions What is the role of interactivity in the diffusion of media?

    25. End of Presentation Thank you

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