Keeping on Moving, or the Search for Interactivity

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Irina D. Fomicheva

Doctor of Philology, Professor at the Chair of Sociology of Mass Communications, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: fomicliira@gmail.com

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.

Keywords: audience activity, interactivity, reactivity, media debates, social participation, citizen’s participation