This article discusses interactivity as a modality feature, source feature, and message feature. It argues that the ultimate effect of interactivity does not lie so much in its function as a peripheral cue in the message context, but as a technological feature that boosts social-psychological effects of content by creating greater user engagement with it. Interactivity can manifest itself by extending the range and functionality of all three basic elements of mediated communication - source, modality, message - and, through theoretical mechanisms involving concepts such as perceptual bandwidth, customization, and contingency, it can determine the manner in which content is psychologically processed by users.
|Original language||English (US)|
|Title of host publication||Oxford Handbook of Internet Psychology|
|Publisher||Oxford University Press|
|State||Published - Sep 18 2012|
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