ABSTRACT
Interactivity has been called the “hallmark of the digital medium” (Online News Association, 2003), and some have referred to it as the single most important quality that distinguishes newer digital media from traditional forms of communication (Sundar, 2007). Interactivity fundamentally challenges existing models of communication and blurs the lines between mass and interpersonal, sender and receiver, and traditional and new media. Because of its unique appeal with qualities that extend and enhance user experiences and lead to more audience empowerment, interactivity has attracted the attention of many scholars from a broad range of disciplines, including communication (Chan-Olmsted & Park, 2000; Greer & Mensing, 2006; Massey & Levy, 1999; Schultz, 1999), political science (Stromer-Galley, 2000; Stromer-Galley & Foot, 2002), business/marketing (Aikat, 2000; Ha & James, 1998), and health contexts (Lustria, 2007; McMillan, 2002; Noar, Clark, Cole, & Lustria, 2006). Although scholars have defined interactivity in multiple ways, and the debate continues regarding its locus, key characteristics, and consequences, many scholars concur that interactivity influences individuals’ cognition, attitudes, and behaviors.
