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

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

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

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 , James P. Gleason

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, , James P. Gleason

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 , James P. Gleason

“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 , James P. Gleason

“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 , James P. Gleason

“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 , James P. Gleason

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 , James P. Gleason

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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 , James P. Gleason

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 , James P. Gleason

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

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 , James P. Gleason

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 , James P. Gleason

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

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 , James P. Gleason

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 , James P. Gleason