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dc.creatorMilojević, Ana
dc.creatorKleut, Jelena
dc.creatorNinković, Danka
dc.date.accessioned2021-04-02T12:04:33Z
dc.date.available2021-04-02T12:04:33Z
dc.date.issued2013
dc.identifier.issn1134-3478
dc.identifier.urihttp://rfpn.fpn.bg.ac.rs/handle/123456789/402
dc.description.abstractThe aim of this paper is to map out the research around the concept of interactivity, as well as to point out the dominant streams and under-researched areas. It is based upon the content analysis of methods employed in articles published in five top-ranking communication journals over five year period (2006-10). The review of methods applied in research of interactivity is based upon distinction between social interactivity, textual interactivity and technical interactivity. This classification is further developed by adding the category of levels of interactivity, which allows further classification of different mediated practices. This leads to specification of nine theoretical subsets of interactivity as the main categories of the analysis of research articles. Within this matrix we have situated diverse methods that respond to conceptually different types and levels of audience/users interactivity. The analysis shows that scholarly focus lies within the low textual and the high social interactive practices, whereas the high technical and high textual interactivity are under-researched areas. Investigations into the audience/users relations with texts are mainly orientated towards content analyses and surveys. High social interaction research is reviving the application of ethnographic methods, while the possibilities of technical interactivity are embraced not as an object but as a tool for research.en
dc.publisherGRUPO COMUNICAR, HUELVA
dc.rightsopenAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.sourceComunicar
dc.subjectInteractivityen
dc.subjectdigital communicationen
dc.subjectresearchen
dc.subjectmethodsen
dc.subjectjournalsen
dc.subjecttop-rankingen
dc.subjectpapersen
dc.titleMethodological Approaches to Study of Interactivity in Communication Journalsen
dc.typearticle
dc.rights.licenseBY-NC
dc.citation.epage102
dc.citation.issue41
dc.citation.other21(41): 93-102
dc.citation.rankM23
dc.citation.spage93
dc.citation.volume21
dc.identifier.doi10.3916/C41-2013-09
dc.identifier.fulltexthttp://rfpn.fpn.bg.ac.rs/bitstream/id/245/399.pdf
dc.identifier.rcubconv_1295
dc.identifier.scopus2-s2.0-84884264076
dc.identifier.wos000322593400011
dc.type.versionpublishedVersion


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