Interactivity and public relations on the web
Interactivity is one of the most prominent features of the Internet, distinguishing it from traditional mass media such as newspapers or television. However, when discussing the concept of interactivity, most people tend to think only about the bells and whistles on particular web sites without con...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1781 |
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| Summary: | Interactivity is one of the most prominent features of the Internet, distinguishing it from
traditional mass media such as newspapers or television. However, when discussing the
concept of interactivity, most people tend to think only about the bells and whistles on
particular web sites without considering interactivity as a theoretical concept. As this
aspect has such important implications for communication theory, in general, and for
the use of the Internet as a communication medium, it is essential for communication
scholars and all communication practitioners (including public relations practitioners)
to understand the theoretical roots of interactivity. This would enable academics to
apply interactivity as a theoretical concept to new media research and practitioners to
make better use of the Internet as a communication medium. This article explores the
concept of interactivity and makes a connection between interactivity and the application
of the two-way symmetrical model of public relations to public relations on the web.
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| ISSN: | 0259-0069 2957-7950 |