Interactivity is not easily defined and as a result, several people have attempted to discuss the topic by using divisions, dimensions, or point systems. Jens F. Jensen, author of Interactivity: Tracking a New Concept in Media and Communication Studies, provides the example of Jan L. Bordewijk and Ben van Kaam’s matrix of interactivity. Their four divisions – transmission, conversation, consultation, and registration – are determined by whether the information is produced and distributed by the consumer or a central provider. In the matrix, the highest level of interactivity is represented by conversation – when the information production and distribution are controlled by the consumer, and the lowest level is referred to as transmission – when both aspects are controlled by a central provider.
Jensen also references the point system of Lutz Goertz which creates four dimensions of interactivity based on the ability to choose and modify information. When interactivity is assessed using this system, numbers zero through three or four are selected for each dimension in order to quantify the degree of interactivity. Scores of zero refer to a lack of choice or an inability to modify the information whereas threes and fours represent greater choice and opportunity for modification.
Ultimately, I feel that interactivity in terms of media simply refers to the ability of the user to have an impact on what they receive. Whether the impact is in the form of a choice or communication with the source, interactivity provides an alternative to the user receiving information chosen by the source at a time designated by the source with no possibility for feedback.
One of the main goals of new media is to increase interactivity in response to the inabilities of traditional media. DVRs are a great example of new media providing interactivity by offering choices which were impossible with their predecessor, the traditional TV. Before, users were only allowed to watch programs on TV at the times the networks aired them. Today, users can record the programs they like and watch them at their convenience. Blogs are an example of new media creating interactivity by granting the user greater ability to communicate with the source. Traditionally, newspaper readers desiring to make a comment to the writer of a story had to write the paper and hope their comment was included. With a blog, users can instantly comment on a story and can be assured that not only the writer, but also everyone that reads the blog, will see the comment. In addition, someone who comments on a blog is more likely to receive a response than someone who writes in to a newspaper. As new media continue to develop, users will gain an increased ability to have an impact and interactivity will continue to grow.
Check out: Jensen, Jens F., “Interactivity: Tracking a New Concept in Media and Communication Studies.”
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