| Interactivity, through the use of interactive features, fundamentally challenges the traditional unidirectional flow of messages in mass media with the potential for bi-directional or even multidirectional communication. While visionaries anticipate that the rise of the Internet will provide a more egalitarian environment for communication, research thus far shows that technology appears to be embedded in the current practices of the physical world.; This study explored how interactive features were used by news organizations and why they were used---or not. A content analysis of 43 websites nominated in September 2002 for the Online Journalism Awards by the Online News Association examined the use of interactive features. The level of interactivity was measured by using a six-dimensional interactivity model that included the dimensions of audience control, exchange, speed, information collection, personalization and sensory engagement. Following the content analysis, interviews with website producers asked why such interactive features were used, or not. The interviews further explored the site producers' perceptions of interactivity, the role of the journalist and audience and the future of news in the age of digital media.; Based on the content analysis, this study found that the human interactivity dimension of "exchange" was used far less than medium or medium-human interactivity dimensions. The study also found that focus, ownership and number of unique visitors per month of the websites affected the use of interactive features: shared market, size of staff and budget affected the use of interactive features. The interviews revealed that overall, site producers showed interest but were cautious about using interactive features. However, independent websites were more open to communication with the audience. The interviews also revealed while site producers agreed that there was an increased role for the audience, they did not think that the role of the journalist or the definition of news has changed.; This study reveals the resilience of the traditional paradigm of mass communication. There is little evidence of a paradigm shift for news production. While site producers acknowledge changes in news delivery online, the traditional one-way, top-down culture of centralized news production is still going strong. |
