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인터넷 신문의 상호작용성에 관한 연구 - 국내 인터넷 신문의 상호작용 메커니즘에 대한 실증 분석
A Study of Interactivity in Internet Newspapers - A Content Analysis of Interactive Mechanism in Korean Internet Newspapers

최영   김병철  
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    The purpose of this study is to examine the concept of interactivity and the actual use of interactive options in Internet newspapers. More specifically, the study investigates the actual availability of interactive mechanism and the level of interactivity in Korean Internet news-papers, focusing on the interactive options and messages. The view applied in this study roughly corresponds with the term"s definition by Rafaeli (1998). Interactivity is a process-related, variable characteristic of communication. Interactive communication requires that later messages take into account earlier messages that preceded them, as an iterative process which leads to jointly produced meaning. To obtain systematic data on interactive options and the level of interactivity of Korean newspapers on the World Wide Web, 10 major newspapers, including Chosun Ilbo, JoongAng Ilbo and Dong-a Ilbo, were examined by a content analysis in June of 2000. A list from the Web site of the Korea Press Foundation was used as sampling frame. After a pretest of 20 days from June 1 to June 20, the final version of a coding scheme was prepared. Like face-to-face communication, Internet newspapers have the great potential to increase the interactivity in Journalism. Though it is clear that the mere availability of tools dose not answer the. questions about exactly how much interactivity communication occurs among readers and journalists, it is still necessary condition for the initiation of interactive communication. In that respect, Internet newspapers can use such interactive tools as e-mail, chatting rooms, discussion forums, online polls and surveys. and bulletin boards. Findings of this study, however, reveal that many Korean newspapers do not fully exploit the opportunities and advantages offered by the new medium. While most Korean newspapers are represented on the Internet, many of them have been found to lack such sophisticated interactive tools as discussion forums and chatting rooms. Furthermore, the level of interactivity of them was lower, measured by the number and proportion of interactive messages as a percentage of the total messages. Nonetheless, it would not be fair to conclude that Korean newspapers have totally ignored the Internet"s potential to increase the interactivity, For example, all the 10 newspapers have provided E-mail as a tool that readers can use for interactive communication with journalists or other users. In conclusion, while the Internet has the great potential to increase the interactivity in journalism, many Korean newspapers have not fully used the opportunities. As a result, there is a need for serious deliberation on ways to encourage interactive communication, and the examination of interactivity in this study provided only a starting point for further such studies.


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