Media Based Interaction Started Long Before The Internet

1557 WordsApr 20, 20177 Pages
The study of media-based interaction started long before the Internet by looking at feedback as a concept (Wiener, 1948; Shannon & Weaver, 1949; Kiousis, 2002). Ultimately, online story comments online connect to the idea of feedback (Wiener, 1948; Nordlund, 1978). As it relates to digital environments people have been more likely to seek feedback online compared to those engaged in person-to-person conversations (Ang & Cummings, 1994). In addition, feedback is one method that community media outlets could use to provide cohesive representation of the community (Lowrey, Brozana, & Mackay, 2008). Feedback loops represent the pattern of communication where journalists produced content and then a member of the public responded, this version…show more content…
Synchronous and asynchronous communication In the past, there was an issue of public expectation and the consumer should not presume continuous or immediate feedback (Schudson, 1978). This partially explains why the ability to engage in interactivity has been considered one of the advantages of digital media (Morris & Ogan, 1997). Immediacy within communication has not been necessary to support common action, but the ability to communicate in real time could make a digital community feel more tangible to its users (Marathe, 1999). Therefoe, a need remains to understand the differences between synchronous and asynchronous communication as it relates to digital communication. For example, synchronous communication tools because of their expectation of quicker retort can lead to additional interaction (Shirani, Tafti & Affisco, 1999). Meanwhile, with asynchronous communication tools the communication can deeper and more detailed, yet there is less interaction (Shirani, Tafti & Affisco, 1999). The ability to engage in synchronous communication may represent an important part of the maintenance of virtual communities (Porter, 2004). There are some websites that engage in synchronous, asynchronous, and hybrid (both synchronous and asynchronous) communication (Porter, 2004). Early studies on digital interactivity suggested the immediacy of response was only part of the potential for online interactivity; there also existed the possibility for discussions to
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