Working the Crowd: Youth Media Interactivity

Authored by: Elisabeth Soep

Handbook of Research on Teaching Literacy Through the Communicative and Visual Arts

Print publication date:  December  2007
Online publication date:  April  2015

Print ISBN: 9780805856996
eBook ISBN: 9781315759616
Adobe ISBN: 9781317639701

10.4324/9781315759616.ch28

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Abstract

Try finding a popular media product these days that does not contain “interactive” capabilities—prompts for consumers to click a choice, transmit a text message, or post a response, all mechanisms designed to include users in the production process. Blockbuster television franchises convert interactivity into stunning marketing profits and unprecedented consumer loyalty. New media authors, including bloggers and “citizen journalists,” champion interactivity as well, touting its possibilities for democratizing coverage, developing peer-adjudicated editorial standards, and promoting fresh aesthetics. Interactivity is both a tool of mass-media expansion and an effort to undermine top-down regulation, manipulation, and consolidation of media content and style.

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