A procura de interactividade na rádio
«One relatively simple model of interactivity as a continuum, which operates from only one dimension, can be found in the writing of Everett M. Rogers (1986). Rogers defines ‘interactivity’ as “the capability of new communication systems (usually containing a computer as one component) to ‘talk back’ to the user, almost like an individual participating in a conversation” (1986: 34). And – a bit farther down – “interactivity is a variable; some communication technologies are relatively low in their degree of interactivity (for example, network television), while others (such as computer bulletin boards) are more highly interactive” (: 211). Based on this definition, Rogers has created a scale, reprinted in Figure 2, in which he lists ‘degrees of interactivity’ for a number of selected communication technologies on a continuum from ‘low’ to ‘high’.As can be seen in Figure 2, Rogers primarily refers to the concept of ‘interactivity’ within the consultation pattern. The basic model is clearly ‘human- machine interaction’, understood in the context of interpersonal communication (‘talking back’). It is also because of this consultative aspect (selection available between channels and programs) that classical transmission mass media such as TV and radio can be considered ‘interactive’ – although to a lesser degree. As is presumably also apparent, this attempt to sort and define is relatively rough and lacking in information – a trait that is intensified by Rogers failure to deliver explicit criteria for the placement of each media.» fonte: JENS F. JENSEN, «Interactivity’Tracking a New Concept in Media and Communication Studies»
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