The collaborative paradigm: towards an invitational and participatory concept of online communication

Exploring interactive communication using social media

“…Heeter (1989) asserts that the more the technologically mediated communication resembles interpersonal communication, the more interactive the communication is. However, Gulbrandsen and Just (2011) argue that technology does not automatically generate interactive communication. Rather it is the ability and willingness of the users to participate and contribute that enables an interactive communication.…”

“…A close examination of these carrier-authored posts revealed that a big proportion were non-interactive marketing messages such as advertisements, sales promotions or sponsorship announcements, which failed to attract users' interest to respond. Although there exists a significant correlation between the use of social media and the individual user's personal characteristics, social-demographic backgrounds and computer skills (Amichai-Hamburger & Vinitzky, 2010; Moore & McElroy, 2012), it is nevertheless the capability of businesses that dictate whether they are able to induce users into a conversation on social media (Gulbrandsen & Just, 2011). This remains the most challenging task for any business.…”

“…The type of messages is pivotal in fostering interactive communication. Strategically designed and developed messages have the power to arouse users' interest, which encourages their willingness to respond, to be involved and to participate (Gulbrandsen & Just, 2011). Marketing messages such as advertisements and public relation releases that are welcomed in traditional media, such as newspapers and television, are of more an educational style and are less prone to motivate social media users to participate.…”

Is Anyone out There?

“…These benefits are now quite well-established notions in the emanating body of research about the phenomenon: when traditional media corporations and public service institutions no longer fully control the process of news-creation and dissemination, the public stage becomes more accessible for other actors, especially since the number of publication opportunities has escalated online (Goode 2009;Gillmor 2004;Lewis, Kaufhold, and Lasorsa 2009). In theory, the implication is that citizens have the means of participating more actively in public discourse (Gulbrandsen and Just 2011;Meadows 2012). From a democratic perspective, the obvious benefit of this is the fact that there is now a realistic possibility for constituents of the "public" to upgrade their status from passive members of a disempowered mass-audience of journalistic content, to that of an active player in the field (Bruns 2008;Goode 2009;Gillmor 2004;Jenkins 2006).…”

New Media and Strategy Research: Towards a Relational Agency Approach

“…smartphones, tablets and touchscreens) and informational phenomena (e.g. hyperlinking, collaborative editing and geotagging) have made technology usage more dynamic, applications more interactive and peer-to-peer communication and exchange more direct (Gulbrandsen and Just 2011;Plesner and Gulbrandsen 2015). In this interpretation, new media can be thought of as a subset of the broader category of digital technologies, which also includes production technologies, robotics and artificial intelligence.…”