Asset Details
Do you wish to reserve the book?
(Un)necessary Interaction: Audience Perceptions of Interactivity in Digital Media
Hey, we have placed the reservation for you!
By the way, why not check out events that you can attend while you pick your title.
Oops! Something went wrong.
Looks like we were not able to place the reservation. Kindly try again later.
Are you sure you want to remove the book from the shelf?
(Un)necessary Interaction: Audience Perceptions of Interactivity in Digital Media
Do you wish to request the book?
(Un)necessary Interaction: Audience Perceptions of Interactivity in Digital Media
Please be aware that the book you have requested cannot be checked out. If you would like to checkout this book, you can reserve another copy
We have requested the book for you!
Your request is successful and it will be processed during the Library working hours. Please check the status of your request in My Requests.
Oops! Something went wrong.
Looks like we were not able to place your request. Kindly try again later.
Journal Article
(Un)necessary Interaction: Audience Perceptions of Interactivity in Digital Media
2025
Overview
In academic discourse, interactivity has long been conceptualized as a defining feature of digital journalism, offering the potential to transform passive readers into active participants. However, the actual demand for interactive functionalities among audiences—particularly in rapidly evolving digital environments—remains underexplored. This study investigates how Ukrainian digital media users perceive various interactive features and identifies factors influencing their level of interest and engagement. Based on a survey of 401 respondents, the analysis focuses on patterns of media consumption, social media behavior, and attitudes toward different forms of interactivity. The findings indicate a strong preference for low-effort interactivity, such as quizzes, infographics, and simple reaction-based features. In contrast, participatory features that imply deeper editorial collaboration—such as submitting content or suggesting corrections—attract limited audience interest. By comparing user preferences with prior research on the implementation of interactivity in Ukrainian digital media, the study reveals a structural mismatch between audience expectations and editorial practice. These findings underscore the need to reorient interactive design in digital journalism—from normative assumptions toward empirically grounded user preferences—to enhance audience engagement.
