Merging different interactivity perspectives: 1.0 and 2.0 frameworks

Abstract

My aim in this paper is to present an analysis of the concept of audiovisual interactivity and its evolution in relation to web 2.0 and participatory culture. A brief theoretical framework on the concept of interactivity and its evolutions in the last decades will be followed by an analysis of the traditional interactivity concept based on a closed user-medium relationship. Finally, I will further articulate my reflection on new forms of interactivity which are based on a more participatory model in which users interact among themselves and create communities within and through interactive media environments. Using Thompson’s theoretical framework (1995) on media interaction, my attempt will be to define how new participative strategies of 2.0 tv are creating not only new forms of contents and languages, but also “mediated-quasi interactions” between media producers and their audience. These environments are thus characterized by an indirect dialogue and a complex competition for media imaginary dominance. Keywords: Interactivity; Participation; Active audiences; Mediated quasi-interaction; New media literacy