Exploring Models of Interactivity from Multiple Research Traditions: Users, Documents, and Systems

Online Journalism and the Promises of New Technology

“…Interaction refers to the social dimension of interactivity, and McMillan argues for an incorporation of this dimension as well. Accordingly, she has identified nine different understandings of interactivity along two different axes (McMillan 2002;) -see Table 2.…”

The (Potential) Benefits of Campaigning via Social Network Sites

“…Stromer‐Galley, 2000; Warnick et al, 2005). The most comprehensive classification is the one by McMillan (2002). McMillan (2002) differentiates between user‐to‐system, user‐to‐user, and user‐to‐document interactivity.…”

“…The most comprehensive classification is the one by McMillan (2002). McMillan (2002) differentiates between user‐to‐system, user‐to‐user, and user‐to‐document interactivity. The first encompasses one‐way interaction with the website, for example by clicking or downloading.…”

“…The present paper focuses on an understudied form of user‐to‐user or interactivity: Reactions of the candidate on comments of the users. Reactions of the candidates are an example of responsive dialogue, the form of user‐to‐user interactivity in which actual two‐way communication takes place, but the message sender (the candidate who writes the blog) has a higher level of control (McMillan, 2002). Mostly, candidates use campaign weblogs as one‐way communication and block the comment function (Jackson, 2006).…”

Journey into Social Activism

“…Th is increased blurring of the two forms comes in large part from the nature of interactivity involved in the diff erent models. According to Sally McMillan (2002), three forms of interactivity have been described in academic research: user-to-system, user-to-user, and user-to-document interactivity. Th e fi rst form entails interactivity with technology and systems; for example, using Amazon.com.…”