Interactive Features In Online Journalism A Look At Online Editions Of Ethiopian Newspapers

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Interactivity is an integral part of online journalism. It allows active participation ofrnusers/readers and demands a two-way (or multi-directional) model of communication. With therninteractive features of new media, the receiver is recognized as an active participant. Accordingrnto Shultz, (2000) the internet provides a potential for more interactive communication, but mostrnof the traditional mass media industries do not seem to use online interactive features. This studyrnaims at exploring online interactive features that are available in online editions of sevenrnEthiopian newspapers. The newspapers were Addis Zemen, Reporter and Addis Admass Amharicrnnewspapers as well as Ethiopian Herald, The Reporter, Addis Fortune and Capital Englishrnnewspapers. The study employed both quantitative content analysis and qualitative semistructuredrninterviews to collect the data. And, in order to construct measurable categories ofrnanalysis, the concept of interactivity was broken down using Heeter's (1989) six specific andrnmeasurable dimensions of interactivity. Each online edition of the newopapers was coded for thernpresence or absence of 46 specific interactive elements. Findings revealed that the onlinerneditions of the newspapers have attempted to incorporate interactive features, but not effectivelyrnutilized to the extent that relevant literature indicates. In addition to this, interviews with onlinernnewspaper editors explored their knowledge of interactivity and reasons for adopting or notrnadopting interactive features. The newspapers' editors are aware of the interactive features butrnwere experiencing problems with incorporating such interactive features online. They claim thatrnbudget constraints, internet connection failures and shortage of skilled man power were thernfactors that hinder them in developing their online editions. Generally, this study found out arnvery low level of interactivity in the online editions of Ethiopian newspapers. It is essential thatrnonline editions of Ethiopian newspapers cultivate a culture of thought that have a practicalrnbearing on the offering of active and effective interactive features on their sites. It is alsornespecially imperative that their offering of interactive tools highlights an understanding of thernsignificance of such interactive features and develops beyond a mere availability in to anrnextensive and effective utilization of such tools.

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Interactive Features In Online Journalism A Look At Online Editions Of Ethiopian Newspapers

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