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Interactivity is not unique to computers or networks and cannot be reserved solely for the discussion of so-called ‘New Media’. Restricting analysis of interactivity to the domain of computerized and new technology alone problematizes comparisons with traditional media as well as with further developments of the new media. This article begins by reviewing some of the leading definitions and by highlighting the primary conceptual development of interactivity. It then discusses the correlates of interactivity and the different ways studies have measured it, and looks into some of the effects of interactivity by surveying empirical findings. The article also suggests treating interactivity as a unidimensional variable rather than a multidimensional construct. It is argued that expected, actual, and perceived interactivity are the relevant frameworks when examining the variable. Finally, the importance of information, meaning, and value, and their relation to interactivity, are highlighted.

This study looks at the roles that WhatsApp, the popular smartphone application, played in the lives of Israeli citizens, who were exposed to war menaces during July 2014. During the war, WhatsApp became the subject of public, media, and political discourse, especially within the context of disseminating information related to combat – ‘authentic’ news items (before they were published in the media) alongside rumors that were devoid of factual basis. Research questions focused on the ways in which citizens used the application, the attributed effects of that usage on their lives, and the possible connections between proximity of residence to combat areas, patterns of usage, and perceived implications. Data are based on a representative survey of 500 Israeli citizens aged 16–75, all of whom are smartphone users (maximum sample error 4.5%). The survey was conducted during the third week of the military operation ‘Protective Edge’, which took place between Israel and Hamas in the summer of 2014. The authors’ findings suggest that WhatsApp played a central multi-functional role in the lives of its users during the wartime, functioning as a mass as well as interpersonal communication channel. Participants used the application on a daily basis for various purposes: getting news and updates regarding the war; checking on their loved ones; delivering humorous satirical messages; spreading war-related rumors; and helping to promote voluntary aid initiations. Users expressed their beliefs that the application enabled them to stay updated and ‘in the know’, helped them calm down, and deepened their communal and national sentiments. While findings regarding WhatsApp and similar applications usages have been collected for the last few years, this research exposes its centrality under extreme circumstances. Further on, this work suggests that WhatsApp may be thought of as a unique combination of mass and interpersonal communication channels.

The aim of this paper is to provide a conceptual theoretical framework to the term "social" in a social media context. This is done by exploring the relationship between three central terms in a social media environment: information, interactivity, and sociability. We suggest a model that describes the relations between these terms in a social media context. As the model suggests, information is the basic unit of a communication process, but social media users are the ones that decide whether and how much information to share, and when and whether to comment on a social media platform. Hence, not solely the technological features of a platform determine its level of interactivity and sociability, but the actual performances of its users.

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