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The European Journal of Communication Research

Ed. by Averbeck-Lietz, Stefanie / d'Haenens, Leen

IMPACT FACTOR 2018: 0.707
5-year IMPACT FACTOR: 1.151

CiteScore 2018: 0.86

SCImago Journal Rank (SJR) 2018: 0.460
Source Normalized Impact per Paper (SNIP) 2018: 0.580

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Volume 33, Issue 2


Interactivity: A review of the concept and a framework for analysis

Oliver Quiring
  • Postdoctorial researcher at the Institut für Kommunikationswissenschaft und Medienforschung, Ludwig-Maximilians-Universität München, Oettingenstr. 67, 80538, München, Germany. E-mail: quiring@ifkw.lmu.de
  • Other articles by this author:
  • De Gruyter OnlineGoogle Scholar
/ Wolfgang Schweiger
  • Professor (locum) at the Institut für Kommunikationswisenschaft, Zellescher Weg 17, 01069, Dresden, Germany. E-mail: mail@wolfgang-schweiger.de
  • Other articles by this author:
  • De Gruyter OnlineGoogle Scholar
Published Online: 2008-05-28 | DOI: https://doi.org/10.1515/COMMUN.2008.009


The terms ‘interactivity’ and ‘interactive media’ became significant buzzwords during the late 1980s and early 1990s when the multi-media euphoria fascinated politicians, economists, and researchers alike. However, right from the beginning of the scientific debate, the inconsistent usage of the term ‘interactivity’ massively complicated the comparability of numerous empirical studies. This is where this article joins the discussion. First, the article sheds light on the terminological origins of ‘interactivity’ and distinguishes the term from cognate expressions. Further, it restructures and extends existing findings on the basis of a new analysis framework which considers three levels of interactive communication (action level, level of subjective situation evaluation, and level of meaning exchange). Finally, it delivers a systematic overview of specific criteria of interactive communication.

Keywords:: interactivity; framework; computer-mediated-communication; human-machine interaction; Internet; media use

About the article

Published Online: 2008-05-28

Published in Print: 2008-06-01

Citation Information: Communications, Volume 33, Issue 2, Pages 147–167, ISSN (Online) 1613-4087, ISSN (Print) 0341-2059, DOI: https://doi.org/10.1515/COMMUN.2008.009.

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