Interactivity-as-Product and Interactivity-as-Process

Stromer‐Galley, Jennifer

doi:10.1080/01972240490508081

Cited by 214 publications

(116 citation statements)

References 8 publications

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“…Považujeme-li interaktivitu za situaci, kde je alespoň na jedné straně člověk, pak mluvíme o komunikaci člověk-počítač nebo člověk-člověk (Stromer-Galley, 2004). Existují však i vymezení interakce na člověk-dokument, kde dokument není považován jen za text, ale například za webovou stránku, hypertextové linky atd.…”

Section: Informačně-technologické Aspekty Interaktivityunclassified

“…Tento model je kombinace percepčních a kontextových definic z modelu interaktivity v rámci umístění. Typ interaktivity chápaný jako produkt zahrnuje uživatelem kontrolovanou interakci s obsahem (multimédia, hyperlinky, formy zpětné vazby) a typ interaktivity jako proces souvisí s lidskou interakcí a její zaměření na oblasti jako jsou: reciprocita komunikace, informační výměna a tak podobně (Stromer-Galley, 2004). …”

Section: Informačně-technologické Aspekty Interaktivityunclassified

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The Interactivity of Ict Tools

Kortan¹,

Prokýšek²

2015

JTIE

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Section: Informačně-technologické Aspekty Interaktivityunclassified

The Interactivity of Ict Tools

Kortan¹,

Prokýšek²

2015

JTIE

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“…Interactivity-as-product stresses the objective of the interactivity itself [15]. This reaction is similar to the method of human-computer interaction (HCI) and regards interactivity as a trait of the medium or the product of the interface design [11].…”

Section: Interactivity-as-product Versus Interactivity-as-processmentioning

confidence: 99%

“…In personto-system interactivity, the system itself has the agency for feedback, while in person-to-person interactivity, the persons communicating provide the feedback. Stromer-Gally [11] refers to "person-to-system" as "interactivity-as-product" and "person-to-person" as "interactivity-as-process"…”

Section: Interactivity-as-product Versus Interactivity-as-processmentioning

confidence: 99%

An Interactivity-based Framework for Classifying Digital Games

Kim¹,

Kim²

2010

International Journal of Contents

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The current categorization of digital games is not objective and is unable to assess the latest and more complex digital games. Digital games need to be systematically categorized so that similarities and differences can be identified and analyzed. The fundamental characteristic of digital games is interactivity. This paper addresses the current categorization gaps through the lens of interactivity. Through this lens, a conceptual framework consisting of primary and corresponding participants and controlling characters is developed. Future research topics are then presented based on this framework.

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“…The inception of the Internet, and the ability of Internet users to shape their experiences through following links, playing videos and joining discussion forum have led to some stretching of the concept of interactivity and suggestions that any click equates to a degree of interactivity due to its experiential and perceptual nature (Bucy 2004). Stromer-Galley (2004), contextualising interactivity within a political context, presents a dichotomy between interactivity facilitated by technology and technologies that facilitate interaction between individuals. Interactivity-as-product encapsulates the broad technological applications such as click-thrus, hyperlinks, downloads or indeed web feeds such as RSS.…”

Section: Introducing Interactivitymentioning

confidence: 99%

Interactivity and Branding: Public Political Communication as a Marketing Tool

Lilleker

2014

Journal of Political Marketing

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Effective communication is essential for brands to gain awareness, interest and loyalty from their consumers; the same is as true for politics as for any manufacturer or service provider. The challenge for political parties and candidates seeking support or election is finding the means to transmit their messages to an increasingly hard to reach audience. The consumer within a political context may avoid hard news or broadcast political debate, discard any direct mail received and, when receiving glimpses of political communication, simple reject any political messages as spin and propaganda. In order that brand values are accepted and understood and accepted effective, unmediated communication is crucial and increasingly political communication strategists are turning to the Internet which can not only enable the reaching of a wider audience but can also complement and augment the brand character.As new technologies are adopted, new modes of communication are also introduced. While a website can act as a shop front from which parties or candidates can advertise their policies and personnel, the style of the site (design, language and features) can act as metaphors for the professionalism and style of representation offered. To appear modern parties are increasingly adopting Web 2.0 tools, platforms and features. These all permit, to differing degrees, users to interact with parties and candidates and have conversations across online platforms. This interactivity can, if used strategically, be used as a tool for branding a party or candidate given that the uses of such tools can be metaphors for openness, accessibility and the representational character that may be provided post election. We explore this issue drawing on original empirical data gathered through analyses of online activities during the French and US presidential contests of and of UK parties and MPs during 2008. Through a process of creating narratives for each of the brands analysed, based upon a content and discourse analysis of the websites and other online presences, we identify what characteristics the online shop front is designed to project. These narratives, cumulatively, suggest that the online environment is becoming a key communicational tool for those who seek election, and potentially a key source of information for the voter; thus an important location to place strategic branded information. However it appears that interactivity is better suited to the activities of candidates, nationally or locally, due to the individualistic nature of conversational interactivity. Interactivity can thus have a significant role to play within a presidential contest where the individual is seeking office, but when representatives attempt to construct their individual brand it can also challenge traditional hierarchies within party based parliamentary systems such as the UK. Interactivity and Branding, public political communication as a marketing toolCommunicating the Political Brand While it may not be common to view politicians or politic...

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Interactivity-as-Product and Interactivity-as-Process

Cited by 214 publications

References 8 publications

The Interactivity of Ict Tools

The Interactivity of Ict Tools

An Interactivity-based Framework for Classifying Digital Games

Interactivity and Branding: Public Political Communication as a Marketing Tool

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