网络媒体的交互性分析

An Analysis of the Interactivity of the Internet Media

网络媒体不同于其它媒体的典型特征之一在于其交互性。这种交互性在一定程度上改变了大众传播中讯息的单向流动和反馈极少的现状,不但使传播者和受众之间可以通过多种方式进行同步或异步交互,而且也使受众之间有了大规模的交互,从而对网络媒体的传播效果造成不同于其它媒体的影响。

One of the distinctive characteristics of the Internet lies in its interactivity, which to a certain extentchanges the current situation of one direction message flow and minimal feedback of mass communication. This not onlyprovides the source and the audience with various ways of synchronous and asynchronous communication, but also causesextensive communication among the audience, and thus making its unique influence on mass communication.