(R)evolution of Perspectives on Interactivity: from a Media-Centered to a Journalist-Centered Approach


  • Tanja Oblak Črnič University of Ljubljana, Faculty of Social Sciences, Ljubljana
  • Dejan Jontes University of Ljubljana, Faculty of Social Sciences, Ljubljana


interactivity, digital media, online journalism, online news, audiences


The proliferation of new media since the late 1990s has launched a new period of revitalising the concept of interactivity but from very different angles and with several empirical research perspectives. The article’s main aim is to show the variety of ways in which researchers have conceptualised, examined and analysed interactivity within media and journalism studies. The paper provides insights into the various readings of the changes within the field and offers a cautious view of the concept’s potential. Based on a selective meta-analysis of different approaches, we propose to distinguish three perspectives on interactivity: communication- and media-centred perspectives, audience- or user-centred perspectives, and production- or journalist-centred perspectives. This distinction enables us to differentiate between what is considered interactive, and who this interaction involves according to several scholars within media and journalism studies.