Australian Online Newspapers: A Website Content Analysis Approach to Measuring Interactivity

This paper addresses the growth and development of the concept of interactivity in online newspapers from the perspectives of computer-mediated communication, journalism, advertising, and information system. This paper discusses the concept of interactivity that originated in the work of Heeter. The study maps Heeter’s dimensions (content, availability and choice, communication opportunity, effort of users, responsiveness, and customisation and management of information) in the contemporary setting of the Australian online newspaper industry. The researchers reviewed 12 Australian online newspapers in two snapshots using a website content analysis approach. The results are the basis for discussion as to the level of interactivity in Australian online newspapers. Content availability and choice was found to be the most significant element of interactivity. It is noted that, while the majority of Australian online newspapers offer interactive functionality for expressing opinions, blogging, contests and polls, only one online newspaper provided genuine interactive gaming