Interactivity in Online Journalism

The interactive potential of the Internet is one of its greatest benefits. Interactivity potentially defies the traditional transmission model and is located within a multi-directional flow model of communication that allows readers to become active recipients. Though online newspapers have the potential to be interactive and foster participation more than their traditional counterparts, they have been slow in recognising interactivity as a vital condition of effective web communication. Research shows online newspapers generally offer few and token interactive options. This book researches interactivity in online journalism. It uses Nigerias online Guardian as a case study, exploring the nature, levels and utilisation of interactivity and interactive features on the site; seeking to ascertain to what extent and in what ways one of Nigerias leading newspapers makes full use of its online presence and the opportunities offered by the interactivity of the Internet. This research study will be particularly useful for journalists, media and communication specialists and academics and those interested in the interactive potential of the Internet.