Engaging the Audience: Interactive Features in Ukrainian Online Media

Abstract

The purpose of this study was to determine the current state of interactivity implementation in Ukrainian online media. Content analysis encompassed 150 of the country’s most popular online media outlets reveals a generally moderate level of interactive feature usage. The most common features are related to feedback, updates access, and communication within the audience. In contrast, the use of participatory features and interactive content is low. The study also found that online-only media emphasize opportunities for audience communication more than media with both online and offline versions. Additionally, the use of interactive features varies by thematic focus, with business and socio-political outlets employing more interactive features on average than other categories of media.