Lessons Learned from Experiments with Interactivity on the Web
Mark
Tremayne
University of Texas at
Austin
Introduction
As many have noted, there is little consistency in the
communication research literature concerning the proper
conceptualization of interactivity. This has led to the
unfortunate situation of scholars sometimes reaching
contradictory conclusions, not because their findings are
necessarily at odds, but because the definitions of key terms
are not the same. Although this is bound to occur with emerging
concepts, advancement in theory is enhanced...
Introduction
As many have noted, there is little consistency in the communication research literature concerning the proper conceptualization of interactivity. This has led to the unfortunate situation of scholars sometimes reaching contradictory conclusions, not because their findings are necessarily at odds, but because the definitions of key terms are not the same. Although this is bound to occur with emerging concepts, advancement in theory is enhanced...