Interactivity And The Use Of Ugc Are Tools That Media Companies

1428 WordsApr 21, 20176 Pages
Interactivity and the use of UGC are tools that media companies attempt to use as part of creating public engagement. As people spend more time spend online, they are increasingly interactive, and conversely, there is a greater chance they might become engaged with the content (Yang & Coffey, 2014). There is a weak correlation between interactivity and circulation (Graham & Greenhill, 2013), and increased circulation could mean additional income for the publication. Engagement results from someone feeling involved; such as if they believe they are supporting a community online (Meyer & Speakman, 2016). Yet, despite the appearance of openness of virtual communities, there remain boundaries that impact those inside digital communities…show more content…
In addition, when discussing interactivity those who make media production decisions appear “highly ambivalent towards incorporating interactive practices in their news production,” (Črnič & Vobič, 2013 pg. 372). Journalists often fail to interact and, therefore may not generate engagement because they become frustrated by the digressions of the public, such as when story comments divest from the intended topic of the story (Canter, 2013). The business role of American media has an influence on how journalists act toward both comments and UGC. The audience provides the media with power and their income by consuming the content they produce (Gans, 2003). The media typically accept the limits of what their audience will embrace and what their advertisers will fiscally support (Gans, 2003). Therefore, citizens have at least some sway over what appears in the news media; although the public, at times, is not willing to exercise that power (Rivers, Schramm, & Christians, 1969). In addition, citizens do not necessarily seek to grasp that control at the larger societal level; however, they are much more willing to do so at the local level, such as community media, regarding issues that are important to them (Gans, 2003). Part of the concern facing the journalism industry is too many leading media companies do not realize they are part of the problem
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