Interactivity
An unique feature of Internet communication is interactivity. Computer-based communication technologies support interactivity among users or between users and information. According to Rafaeli (1988), interactivity and social interaction relate to a spiral metaphor of communication. Most communication students are familiar with Dance's (1967) classic helical model of communication. It shows that human communication is both circular and progressive. According to Dance (1967), communication continuously turns "back upon itself. .. affected by its own past conformations". This description applies to CMC because it is through the exchange and progression of messages that interpersonal relationships develop.
In addition to being a feature of human communication, interactivity can also be a defining characteristic of media, for instance, two-way cable systems, telephone systems, e-mail, and interactive video games. Rafaeli and Sudweeks (1998) state, "interactivity is associated with those message qualities which invite people and make people gravitate to groups on the net". Thus, interactivity is an important aspect of CMC because it supports message interest and involvement.
However, different CMC genres support different degrees of interactivity. Fully interactive media enable senders and receivers to exchange positions, and many CMC genres support full interactivity. For example, discussion lists are interactive conversations among group participants. In contrast to an individual e-mail message, discussion list messages are organized around topics or threads. A thread is a chain of interrelated messages that respond to each other. Additionally, interactivity plays a central role in online social dynamics and group communication. People must exchange messages for a group to remain active and interesting. E-mail, discussion lists, instant messenger, and chat fall into the category interpersonal interactivity-two-way correspondence between people in which senders and receivers can exchange positions and develop ongoing relationships.
Beyond person-to-person CMC, the characteristic of interactivity also applies to new media, such as CD-ROMs and the Web, because they provide opportunities for audiences to interact with media content, participate in the process of content creation, and send messages to content creators. In contrast to passive media consumption, such as watching television, new media support the active participation of audience members. However, interacting with content is different from interacting directly with other people in that interacting with people is generally more active and engaging. An exception to this rule is persuasive technology, which is designed to capture and maintain a user's attention. Generally, interacting with information is limited by the fact that all information must be programmed into the software or Web site. In contrast, people can provide an unlimited amount of data. Informational interactivity is designed to acquire, navigate, and locate information. This includes clicking on Web page links, filling out online forms, and searching for topics of information. Another type of interactivity involves interacting with software, human-computer interaction (HCI), which refers to the ways in which users interact with computer hardware and software, including the mouse, keyboards, graphical interfaces, and voice recognition.
New media incorporate interactive features that enable people to access information and media content, such as online newspapers, shopping services, library information, music files, and video on demand. Designers and programmers create interactive features to help people find information and navigate Internet resources. In contrast, the interactive nature of an online discussion group depends on the participants and the exchanges taking place between and among group members. Activities of individuals rather than programming features establish the interactive dynamics of e-mail versus Web pages. Although all CMC genres are interactive, interactivity occurs in three different ways-interpersonal interactivity, informational interactivity, and human-computer interaction.