Task 5 - New Interactive Environments

Task:

Jensen, J.F. (1998). Interactivity: tracking a new concept in media and communication studies. Nordicom Review, 19(1), 185-204. Available at: http:// http://%20www.nordicom.gu.se/%20reviewcontents/%20ncomreview/%20ncomreview198/%20jensen.pdfreviewcontents/ ncomreview/ ncomreview198/ jensen.pdf

Have a look at the article, think about the concept of “interactivity” and put out a Weblog post summarizing its main message (300-500 words).


Interactivity – summary of “Interactivity: tracking a new concept in media and communication studies” by J.F. Jensen (1998).

In his article “Interactivity: tracking a new concept in media and communication studies” J.F. Jensen discusses the concept of the term Interactivity. He claims it to be a kind of a buzzword, like words which, within a certain topic, appear to refer to something very important and which – for a given time – are heard constantly, but are often difficult to understand since in reality nobody seems to know what they mean.

As he goes further with trying to find a background for the definition of the term, he describes the concept of the term in three academic fields: sociology, communication studies and informatics. After the discussion and analysis of the term ‘interactivity’ in the concepts of all these academic fields, he states: ‘Obviously, as far as the concept of interaction is concerned, there is already considerable confusion’.

Then he describes the term ‘interactivity’ as a prototype, criteria or continuum. Prototype example only describes the certain services or devices, which are considered to be interactive and finally leads to the understanding that the one truly interactive activity is face-to-face communication. Interactivity as criteria says that it is a kind of feature which needs to be fulfilled. He stays longer on the subject of interactivity being a continuum with different dimensions. First dimension being the most elementary mediums and their one-way communication from the sender to receiver. Then moving on to other levels of dimensions where the technology develops and communication part is getting more interactive. In the end of this research he states that it is difficult to find a certain concept of the term ‘interactivity’ when there are so many different dimensions.

Finally Jensen suggests a definition of his own. He suggests that interactivity is a measure of a media’s potential ability to let the user exert an influence on the content and/or form of the mediated communication. He divides the concept of interactivity into four dimensions: transmissional interactivity, consultational interactivity, conversational interactivity and registrational interactivity, which are presented in 3-dimensional graphic model.

As a conclusion Jensen states that he did not find a solution for defining the term ‘interactivity’, but he hopes that his efforts have made the understanding and concept of the term ‘interactivity’ a little more clear.

The article is a good overview of the different values given to the term ‘interactivity’ over the years. Although there are probably many more definitions suggested since 1998, when this article was published. I personally liked the idea that the closest example of total interactivity is face-to-face communication – using direct two-way verbal communication as well as physical reactions and mental perception of the person about the other person. Maybe interactivity is a constant try to reach the same level of communication as in face-to-face communication by developing technology and user interface. The purpose is to create such media, which makes the communication natural and totally interactive as in face-to-face communication. Just a thought.