Keeping on Moving, or the Search for Interactivity

Section: Sociology of Journalism

The article is focused on the phenomenon and conception of interactivity. It’s proposed to make a difference between narrow (specific) and wide (general) meaning of the term. Only certain specific manifestations of audience activity may be identi­fied as the sign of real interactivity. The author compare a number of conceptions on the subject. It's stressed that the Department of Media Sociology develops the rather long tradition of investigation of various aspects of audience media participation.