Australian online newspapers: a website content analysis approach to measure 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 originally coined by Heeter. The study maps Heeter’s dimensions that are content availability and choice, communication opportunity, effort of users, responsiveness, and customization and management of information onto contemporary settings of Australian online newspaper industry. The researchers reviewed 12 Australian online newspapers over two snapshots using website content analysis approach. Results draws out interesting discussions as to the level of interactivity highlighted by the online newspapers industry. 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