Posted 6. April 2009, 08:51 by Kristiane Clear
Category : Home   Academic developments

A profound argument today is how can we define our online behaviour: interactive or participatory? Scholars and academics have put forward various notions of what constitutes interactivity. As we have progressively engaged and adapted to communication technologies, we have become integrated into a mediated world. In order to understand the foundations of this debate, it is vital to address both interactive and participatory media as separate concepts.

The term interactivity has become a buzzword on the World Wide Web and is heavily cited and debated in academic literature and research. Early definitions of interactivity stem from systems theory, which have progressed with various definitions and descriptions. Bretz (1983) provides an early definition of interactivity:

‘First, a message must be conveyed from communicator A to another communicator B; second, there must be a response from B intended to A and based on what A already said. Finally, there must be a response or reaction from A to B, based on B’s earlier response’ (Bretz, 1983, p.13)

This description is similar to definitions of interactivity that were proposed 20 years ago. Thus, it can be argued that they represent a mechanistic construct of interactivity. However, it is important to highlight that Bretz (1983) addresses key aspects of the exchange process, in particular reaction and response. We can relate this to our online behaviour and communication today. Furthermore, these old definitions of interactivity draw similar comparisons to Benkler’s (2006) notion of the industrial information economy, which represents consumers as passive.

A limitation with the concept of interactivity is that is an area characterised by complexity and different meanings. This suggests that interactivity is a multidimensional term which has different meanings for different purposes. As interactivity progressed, this lead to a digital revolution which can be defined as interactive media. It is a combination of electronic text, graphics, moving images and sound in a digital computerised environment (England and Finney, 2002). Thus, it can be used by individuals to interact in a digital environment, such as the internet, telecoms and interactive digital television.

Following on, Benkler (2006) highlights economic, cultural and social changes which have contributed to radical transformations in the information environment. This has lead to the internet revolution. This draws upon Benkler’s (2006) concept of a network industrial economy which defines individuals as active, often as equal to producers. Thus, it could be suggested that our online behaviour has transformed from a passive, industrial information economy to a more active, networked information environment.

This development in technology and social practices of production has formed new opportunities in how we produce and exchange information, knowledge and culture (Benkler, 2006). This has been linked to the notion that we have adapted to a ‘participatory culture’ as we increasingly interact online and use the internet as part of our lives. This is supported by Fox (2006) who claims that new forms of internet media are dominated with an emphasis on audience participation; thus, leading to participatory media. Examples of participatory media on the web include social networking, to blogs, to wikis, to music/photo/video sharing, podcasts, really simple syndication (RSS), mashups to social bookmarking . It has been suggested that this has created new communications processes.

An assumption could be that these new participatory forms of web-use have developed a vernacular web. Thus, this allows complete information exchange with power and value coming directly from people participating. From this, it could be argued that this participatory environment has empowered individuals the opportunity to take a more active role on the World Wide Web. As individuals we are able to ignore traditional media institutions and offer our voices to internet audiences whether it is for example through blogs or forums, due to the creation of a vernacular web. This has created new areas of public discourse. This is supported by Heeter (2000) stating that new communication technology has lead to more socially complete exchanges.

Croteau (2006) argues that the emergence of ‘participatory’ or ‘self-produced media’ has created new opportunities. Thus, it could be suggested that this new freedom has practical implications in the way we participate online. The benefits of this include: individual freedom; a medium that promotes a more critical and self-reflective culture; an improved platform for democratic participation; and developments in the information dependent economy globally.

In conclusion, we can see how this argument proposes many questions. This article shows there has been a shift of attention from the foundations of interactivity, to the ways in which we use the internet today. Accordingly, definitions of interactivity have evolved from a broad, mechanistic description to a distinct understanding and application of our online behaviour and culture. We experience this in the way we use the internet; thus, our online behaviour. Some questions we can ask ourselves about our online behaviour include:
• Can we conclude that interactive media has become participatory media?
• Where would we position ourselves on a continuum?
• If we are currently living in a ‘participatory culture’, where will we be in ten years? How will we define our online behaviour?