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The Lack of Interactivity and Hypertextuality in Online Media

Tanja Oblak

Centre for Communication Research at the Faculty of Social Sciences (University of Ljubljana), Department of Communication, tanja.oblak{at}fdv.uni-lj.si

The main focus of this article is related to the forms of mediated content that are offered in online space. Two specific aspects of new cyber-textuality are discussed - the notion of hyper-textuality and the potential of interactivity. Both characteristics are understood as new challenges that reflect specific communication potentials of the internet. In an empirical sense, the article tries to show the extent these significant forms of mediation are used in online media news. For this reason a comparison between media content in print and online media has been made. The findings reveal the lack of interactivity in practice and explore its diversity as a communication form between media producers and reader. Regarding the hypertextuality, the analysis shows the complexity of this concept, which in the realm of news media online is still maturing.

Key Words: hypertextuality • interactivity • internet • newspapers • Slovenia

Gazette, Vol. 67, No. 1, 87-106 (2005)
DOI: 10.1177/0016549205049180
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