Mass Communication media were widespread in 19th and 20th centuries. Those technologies created by humans have had a big impact on both daily and business lives. Newspapers, Radio, TV and Cinema are obvious examples o...Mass Communication media were widespread in 19th and 20th centuries. Those technologies created by humans have had a big impact on both daily and business lives. Newspapers, Radio, TV and Cinema are obvious examples of this impact. Dinting the last two decades of 20th century, spread of personal computers transformed the way people live0 work and think. Some people evaluated the situation as revolution and others as threat to humans. Intemet, in this respect, is considered as mass media. People connect the Internet without time and space limitations. However, communication on the Internet is not mass commtmication because it requires every individual or organization to have a unique Intemet Protocol address （IP） to commtmicate. Because of its peer to peer communication nature just as in the telephone communication, this feature distinguishes Intemet from other commtmication media. On the other hand, it resembles mass communication media because of its mobility, spread and functionality both for sender and receiver. In many sectors, including communication and information technology sectors, mobility, spread and functionality features lead the way to increase interactivity between parties in communication. Businesses benefited the ＂interactivity tool＂ for many purposes： to increase market share for a product or service, to increase customer satisfaction, or to increase amount of information about their customers, competitors or suppliers in order to make strategic decisions. For journalism and generally, for mass media, interactivity is an important aspect of the business. Media corporations must know the needs of their audience before they express and take precautionary steps to satisfy them. This forces the mass media sector to increase interactivity in customer communication. In this paper, we researched the intemctivity effect in journalism that we see especially in internet journalism applications. The research aims to cover opinions of newspapers, advertisers and audience on interactivity and future of mass media communication. For this purpose, fmdings of a survey have been evaluated.展开更多
文摘Mass Communication media were widespread in 19th and 20th centuries. Those technologies created by humans have had a big impact on both daily and business lives. Newspapers, Radio, TV and Cinema are obvious examples of this impact. Dinting the last two decades of 20th century, spread of personal computers transformed the way people live0 work and think. Some people evaluated the situation as revolution and others as threat to humans. Intemet, in this respect, is considered as mass media. People connect the Internet without time and space limitations. However, communication on the Internet is not mass commtmication because it requires every individual or organization to have a unique Intemet Protocol address （IP） to commtmicate. Because of its peer to peer communication nature just as in the telephone communication, this feature distinguishes Intemet from other commtmication media. On the other hand, it resembles mass communication media because of its mobility, spread and functionality both for sender and receiver. In many sectors, including communication and information technology sectors, mobility, spread and functionality features lead the way to increase interactivity between parties in communication. Businesses benefited the ＂interactivity tool＂ for many purposes： to increase market share for a product or service, to increase customer satisfaction, or to increase amount of information about their customers, competitors or suppliers in order to make strategic decisions. For journalism and generally, for mass media, interactivity is an important aspect of the business. Media corporations must know the needs of their audience before they express and take precautionary steps to satisfy them. This forces the mass media sector to increase interactivity in customer communication. In this paper, we researched the intemctivity effect in journalism that we see especially in internet journalism applications. The research aims to cover opinions of newspapers, advertisers and audience on interactivity and future of mass media communication. For this purpose, fmdings of a survey have been evaluated.
