report about interactivity. university of deusto

8/12/2019 Report About Interactivity. University of Deusto

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INTERACTIVITY ON THE NEWS WEBSITES: THE

EXAMPLE OF GLAMOUR UK, DIGG AND THE

GUARDIAN

Garazi Alkor ta, Ainho a Ibeas, Marina Landa, Olatz Pison and Maite Reizabal.

Univers ity of Deusto , March 14, 2014

3 Commu nic ation Degree


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Interactivi ty on the news webs ites: the examp le of Glamour UK, Digg and The Guardian

2

INDEX

1. INTRODUCTION__________________________________________________________3

2. BACKGROUND__________________________________________________________3-4

2.1 Selected webpages__________________________________________________3

2.2 Interactivity________________________________________________________4

3. METHODOLOGY__________________________________________________________5

4. RESULTS______________________________________________________________5-13

3.1 Glamour UK______________________________________________________5-7

3.2 Digg____________________________________________________________ 7-93.3 The Guardian___ _________________________________________________9-10

5. CONCLUSIONS________________________________________________________11-13

I. APPENDIX: GLAMOUR UK INTERACTIVITY OUTLINE___________________________14

II.APPENDIX: DIGG INTERACTIVITY OUTLINE___________________________________15

III. APPENDIX: THE GUARDIANINTERACTIVITY OUTLINE_________________________16

6. BIBLIOGRAPHY__________________________________________________________17


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1. INTRODUCTION

The objective of this assignment is to analyse the level of interactivity in different news websites

where information is shared. In order to reach that objective, we are going to take as samplesthree websites whose principal subject and field are different: Digg, where users are able to

share pieces of news from any website; The Guardian, a British generalist journal; and Glamour

UK, a fashion magazine.

2. BACKGROUND

2.1 Selected webpages

Glamour is a monthly published women-addressed magazine that is part of the Cond Nast

Publications. Originally launched in 1939 in the United States of America, nowadays it hasseveral editions all over the world, all of them containing different articles, interviews and news

about a wide range of subjects such as fashion, celebrities lifes, beauty, music, cinema, and so

on. In particular, the United Kingdom edition was launched in April 2001, being the pioneer in

making the handbag size magazine. Although at the beginning it was a paper one, nowadays

it has its own webpage where they share different contents also related to the ones they publish

in their magazines.

Diggis a social website where news about different, rare and curious topics can be published

and found. Furthermore, Digg can help you to share blog posts and webpages. It was originally

found in 2004, but it was rebuilt in 2012. The Digg team is composed by fourteen people and

has its base in New York City. Users are the ones that make Digg possible. They just have to

submit (or digg) webpages or blog posts by copying the URL and adding a short descript ion of

the content; meanwhile, other users can read and digg (or like) the submissions.

The Guardian is a British national daily newspaper. It was founded in 1821. From its beginnings

as a local paper, it has grown into a national paper associated with a complex organisational

structure and an international multimedia and web presence. The Guardian is currently editedbyAlan Rusbridger.

In recent years, it has significantly developed a digital strategy. Between 2009-2010, it launched

a range of new digital products and services, including apps for iPhone and iPod Touch,Open

Platform andDatablog.In June 2011, Guardian News & Media announced plans to become a
http://www.glamourmagazine.co.uk/http://www.glamourmagazine.co.uk/http://digg.com/http://digg.com/http://www.theguardian.com/ukhttp://www.theguardian.com/ukhttp://en.wikipedia.org/wiki/Alan_Rusbridgerhttp://www.guardian.co.uk/open-platformhttp://www.guardian.co.uk/open-platformhttp://www.guardian.co.uk/news/databloghttp://www.guardian.co.uk/news/databloghttp://www.guardian.co.uk/open-platformhttp://www.guardian.co.uk/open-platformhttp://en.wikipedia.org/wiki/Alan_Rusbridgerhttp://www.theguardian.com/ukhttp://digg.com/http://www.glamourmagazine.co.uk/http://www.glamourmagazine.co.uk/


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digital-first organisation.Since the launch of the strategy, The Guardianhas continued its digital

expansion with new applications and platforms, includingKindle andiPad editions,Android and

Blackberry apps, Facebook app, Guardian Witness and new digital editions in the US and

Australia.

2.2 Interactivity

It is said that the principal change theWeb 2.0has brought is the opportunity for the users to

interact between them and with other companies. But what is exactly the interactivity? It was an

important issue in communication studies long before it became a buzzword on the Internet,

says Hans Beyers (2004). However, it is also said that interactivity has somehow changed with

the arrival of Web 2.0: it offers hypertexts and elements such as displayed images and text,

printouts, motion video sequences, and sounds (Rouse, 2005). According to David Thorburn, in

its most general form is a mode of creation, a way of being, a perspective (Rethink media

change, the aesthetics of transition, 2004). Nevertheless, as Jensen said, the concept of

interactivity is hard to describe explicitly because of its widespread usage not only in academia,

but also in society at large (1998, p.186, apud, Larsson, 2012, p. 5).

According to Liu et all, all the definitions about this term can be classified by where they focus

on: user-machine interactivity, user-user interactivity or user-message interactivity (Liu et all,

2002, p. 54). The first ones underline the relation between people and its computers, and the

fact that computers can answer to the users actions; the second ones underline the interaction

between the computer users; the third ones, finally, underline the fact that the user can control

and modify messages. However, Liu et allstated that there arent many definitions that keep in

mind these three important aspects of communication. For them, interactivity should be defined

as the degree to which two or more communication parties can act on each other, on

communication medium, and the messages and the degree to which such influences are

synchronised (2002, p. 54).

Chungs typology of interactive features is very similar to the elements Liu et all distinguish in its

paper. According to Chung, we can discern four types of interactive features: human (features

that facilitate interpersonal communication), human-medium (allowing users to express their

personal opinions), medium (referring to the ways in which visitors can visit the webpages) and

medium-human (allowing users to customize the site contents according to what they like)

interactive features.
http://www.guardian.co.uk/media/2011/jun/16/guardian-observer-digital-first-strategyhttp://www.guardian.co.uk/mobile/guardian-kindle-editionhttp://www.guardian.co.uk/mobile/ipad/guardian-ipad-editionhttp://www.guardian.co.uk/mobile/android/guardianhttp://www.guardian.co.uk/mobile/insideguardian/guardian-blackberry-apphttp://www.guardian.co.uk/help/insideguardian/2012/dec/12/guardian-facebook-apphttps://witness.guardian.co.uk/http://www.guardiannews.com/http://www.guardian.co.uk/australiahttp://www.cbsnews.com/news/what-is-web-20/http://www.cbsnews.com/news/what-is-web-20/http://www.cbsnews.com/news/what-is-web-20/http://www.w3.org/WhatIs.htmlhttp://www.w3.org/WhatIs.htmlhttp://www.w3.org/WhatIs.htmlhttp://www.cbsnews.com/news/what-is-web-20/http://www.guardian.co.uk/australiahttp://www.guardiannews.com/https://witness.guardian.co.uk/http://www.guardian.co.uk/help/insideguardian/2012/dec/12/guardian-facebook-apphttp://www.guardian.co.uk/mobile/insideguardian/guardian-blackberry-apphttp://www.guardian.co.uk/mobile/android/guardianhttp://www.guardian.co.uk/mobile/ipad/guardian-ipad-editionhttp://www.guardian.co.uk/mobile/guardian-kindle-editionhttp://www.guardian.co.uk/media/2011/jun/16/guardian-observer-digital-first-strategy


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3. METHODOLOGY

There have been some discussions about the fact that interactivity might be good or might not;

also about defining which elements make a webpage more or less interactive, but the main aim

of this paper will be to examine the level of interactivity in different websites where pieces of

news are shared. This interactivity will be classified according to Chungs typology of interactive

features.

We can identify four different types of interactivity on Chungs typology: human interactivity

(message board, chat rooms, discussion forums, share Facebook, e-mail a friend), human-

medium interactivity (users uploading media, features, ways to access journalists), medium

interactivity (navigational possibilities, video streams, news graphics, mobile or tablet

versions) and medium-human interactivity (customizable content, RSS, e-mail or SMS

alerts). These four kinds of interactivity can be found thorough the three webpages that are

going to be analysed: Digg, The Guardian, and Glamour UK.

The methodology were going to develop mixes both quantitative and qualitative aspects,

because we are not going to focus just on the number of characteristics of interactivity each

website fulfills; were also going to make an interpretation of each websites way of being

interactive.

4. RESULTS

4.1 Glamour UK

In human relations, Glamour UK website allows with other friends or users through social

networks such as Facebook, Twitter and, specially, Google+. In addition, readers can comment

on different blogs that the website hosts (all of them related to fashion); and they can add

comments in the message board of each piece of news so as to create different discussion

forums, based on other users opinion.

There is also an interactivity between users and the website (human-medium). The reader can

contact with the writers of the post through Google+ (each writer has a profile on this social

network). Finally, readers have the chance to evaluate the content of the webpage; each post

contains the question what do you think? and they have to choose one of these options:

dont, bored, inspired and in love.


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Imag

e 1. Glamour UK websites interactive features

Focusing on the medium interactivity, the one that gives more control or choice options to the

readers, the webpage has a mobile version to download for iPhone, iPad, Kindle Fire or Android

platforms. Not only the articles written content, but also videos are quite used in order to spread

the information and let the users interact with them. Apart from that, the webpage offers various

navigational possibilities to the readers in order to search the content they want on the webpage

(such as a browser to find content introducing key words) or hyperlinks (links linked to other

posts or sources).

Finally, regarding to the interactivity medium-human we have to emphasise the elements thatthe website has to contact or interact with its users. Glamour UK has a newsletter which is sent

to the users that are registered on the webpage. Besides, by signing up on Glamour UK, we can

begin to receive e-mail alerts when new content is uploaded or when topics we are interested in

become relevant.


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Generally speaking, the one that prevails is the human and medium interactivity. The users can

search the information they want with a browser and some hyperlinks, and they can evaluate

the content, directly influencing on the published information. So, in this way we can say that the

websites day-to-day works somehow because of users opinion and behaviour.

4.2 Digg

The human interaction fulfils two steps in Digg. First, we have the possibility to share the

content in other social networks, mainly in Twitter and Facebook, because these two networks

buttons are the ones shown next to the links. Users can also comment, but just on theblog,not

on the links, so, this type of interaction is quite limited, because they dont have the option to

share their opinion in a wide way about the links other users have shared. Thats to say, users

cant really interact among them directly, it happens nearly always through the content. Anyhow,

they can access to Diggs employees Twitter profiles in order to contact them, but this contacthappens outside the website.

Thats why the type of interaction that is most developed in Digg is the human-medium one, as

we can see in the outline. This is logical due to the process the website works with:

Graphic 1. The working process of Digg.

So, the content is in all those interactions; furthermore, the content is the principal point of thewebsite. In this one, there are some opportunities offered. Users can save the content links like

favourite in order to watch them again later, or just in case to remember they want to share

them with their friends in another moment. Furthermore, they can click on digg so as to give a

positive vote to each link, and the link with the most diggs is the one which becomes more

viral.
http://blog.digg.com/post/27628665720/v1http://blog.digg.com/post/27628665720/v1http://blog.digg.com/post/27628665720/v1http://blog.digg.com/post/27628665720/v1


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Image 2. Digg interactive features.

Referring to the medium interaction, Digg offers different navigational possibilities, which work

thanks to the hypertext format of the website, because we can access to the URL of the pieces

of news through it. Inside the different navigational possibilities, there are video streams, which

are a strong point of the website, because apart from the ability to share links, videos can be

uploaded too. Moreover, Digg has three mobile versions; one for the iPod, another one for the

iPad, and the last one for Android. So, we can access to the website from different mediums.

This helps to spread the website worldwide, because there are more and more people who use

other tools but the computer to get to the information they want.

In reference to medium-human interaction, Digg follows two techniques to approach to the users

and let them know about the last dugg pieces of information. Onone hand, we have the RSS

feed, to which users can subscribe in order to have the summary of the most important issues.

On the other hand, we have the email alerts, which notify the users when something theyre

interested in shows up in the website.

Generally speaking, we can say that the users are the principal content creators of Digg,

because its them who share and publish the pieces of news links. However, this interactivity

is limited because users cant share the information freely, its in the moderators hands to


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include those links, those pieces of information, in Digg or not. Since the website was changed

in 2012 the creators have said that it would be more and more participative, but the day hasnt

arrived yet, as we can see in the websites FAQ. So, its a little controversial that, a website

firstly created to the users active participation has a limited human interactivity permission.

4.3 The Guardian

Referring to human interaction, The Guardian gives the users a chance to talk and interact both

between them and with the newspaper using a message board that can be found in the bottom

of each piece of news. Apart from that, users can share the contents they have found on the

webpage (videos, news, etc.) with other Internet users via email or different social networks

(Facebook, Twitter, Google+, Pinterest and LinkedIn).

Image 3. The Guardian webpages interactive features.

As for medium interaction, thanks to the hypertexts, The Guardian offers different navigational

possibilities, instead of just the classical lineal one. In this way, users can choose how to

navigate through the website, depending on their likes, time or just on what suits them the
http://digg.com/faqhttp://digg.com/faqhttp://digg.com/faqhttp://digg.com/faq


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better. The website adapts to the electronic device we have, so depending on what we are

using (a computer, a cell phone, etc.), the website will offer different things. For example, the

computerversion has more possibilities than the cell phone version, because this one is more

simple and easier to use. Nevertheless, inside the computer, we can also found two ways in

which the website is presented: the current versionwith all its contents, and the beta version,

more simple and with less contents, closer to the kind of web we can find on our cell phones. In

addition, The Guardian has videos in all the versions of its web page, but these are more

frequent in the computer ones. This is visible on the specific section that contains just videos

that is available just on the computer adaptation.

Some other options that The Guardian offers are the ones related to medium-human interaction.

The contents are customisable, and users can decide to be somehow linked to the page by

RSS feeds or e-mail alerts. Some of these subscriptions (like email or SMS alerts) demandsigning up on the web. However, signing up doesnt offer, in comparison to people that doesnt

give his name, extra chances or advantages related to human-medium interaction. So the

human-medium interaction chance is equal to everyone that goes into the site. They have the

possibility to contact the newspaper (by the user help e-mail, for instance) or some of the

journalists that sign the articles. This might be because the journalists are the ones that choose

to give this information or not. But this is just an hypothesis. In addition, there is a section called

Guardian Witness where users can upload their photos or comments about some current

topics called assignments that the newspaper chooses (first impressions of the internet or theprotests in Turkey are some of the current topics).

In short, the types of interactions we can mainly find on The Guardian are both human and

medium interaction.
https://witness.theguardian.com/?INTCMP=mic_231930https://witness.theguardian.com/?INTCMP=mic_231930https://witness.theguardian.com/?INTCMP=mic_231930https://witness.theguardian.com/?INTCMP=mic_231930


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5. CONCLUSIONS

Graphic 2.Each tick represents an interaction element the webpage has.

Each website wants to reach a different objective, applies to a different target, creates different

messages and each one belongs to a completely different field, in this case, the fields of fashion

(Glamour UK) and general news (The Guardian and Digg). So its understandable that the

processes they develop arent the same ones; and, consequently, deducible that the interactivity

they have neither is the same nor has the same level.

Glamour UK and The Guardian are more alike if we take into consideration that they were both

adapted from the paper to the web, but The Guardians and Diggs fields are more similar as we

have mentioned, because their aim is to inform about lots of different topics that might be

interesting for the readers, they dont focus just on a topic. However, if we look at the interactive

features studied, we see there are more similarities than differences.

Human interaction is similar on the three websites. All of them have the possibility to comment

the content and to share it with other friends or users, via social networks like Facebook and

Twitter, and e-mail. In addition, different discussion forums are created through the message

board. The exception is Digg, where comments arent allowed yet on the shared pieces of news,

and where the opinion forum takes place in the blog.

Related to the medium interaction, the three websites have both computer and cell phone

versions, and have streaming video possibilities. In the case of Digg and The Guardian, we can

even find a specific section with the videos. Moreover, they all offer different navigational

options, and it will be in the hands of the users to chose which navigational options.

Human Human-medium Medium Medium-human

GLAMOUR UK

DIGG

THE GUARDIAN


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Referring to medium-human interaction, theres not a big different among the development of a

website or another. We could say that its The Guardianis the one which develops it the most,

because both Glamour UK and Digg let the users only receive news about the content displayed

on the website by sending them messages (any type of them) to other platforms, such as the

RSS feeds or the e-mail alert. The newspaper, however, lets the users customise the content

they want to read or watch. This is quite noteworthy considering that historically its a mass-

media tool, in the contrary of Digg, which, due to its principals and according to the pre-idea we

can have about it, should be the one with the highest levels of interactivity in all senses.

As for the human-medium, the three websites offer the possibility to contact to the journalists,

although in the case of The Guardian there are just some journalists the ones that can be

contacted. As for Digg and Glamour UK, they offer the users the possibility to contact the

journalists by Twitter (in the case of Glamour UK) or Google+ (in the case of Digg). But the onethat shows a stronger human-medium interaction rate is Digg. This might have to see with the

way in which Digg works, because it is the user the one that send the link to be approved by the

moderator and the one that diggs the content. Diggs contents are based on what the user

create, wants, and shares. In the case of Glamour UK and The Guardian, users can,

respectively, vote the information or upload pictures, but they are not content creators in the

same way.

About Digg, its interesting to see how a website, which is focused above all on the users

participation, doesnt allow the comments, which are essential for the feedback, and,

consequently, for the interactivity. On the contrary, the other two webpages that we have

analysed give this option to readers.

Its interesting to comment that, even

though having a profile account isnt

necessary to read the news or access

to them, it usually is to create content

or share it. It might not be an account

inside the website, but as all the

websites are linked to other social

media, its asked to have an account

there. Even more, sometimes they


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offer the possibility to log in with Facebook or Twitter accounts, so as that people dont need to

create a new one.

This is more and more usual in all the websites and helps the interactivity to happen faster and

easier. In addition, connecting with the most used social networks as Facebook, Twitter orGoogle+ gives the website the opportunity to apply to other Internet users. In this way, sharing

the pieces of news, and consequently, spreading the websites brand is much easier.

If we follow the quantitative methodology, we should say that Digg and The Guardianare more

interactive that Glamour UK, because they fulfil more characteristics of the interactivity types.

Nevertheless, if we follow the qualitative method, its hard to state that one of these websites is

much more interactive that the others. Above all, because the blanks a website has are filled out

by another one. For instance, even if we consider Digg as more interactive than Glamour UK,

this one allows the comments on the pieces of news (even if they need to be approved), what

isnt possible in Digg. So we could say that, following the quantitative method, we have met the

objective of analysing the interactivity level of each website, but not exactly if we follow the

qualitative method.


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I. APPENDIX: GLAMOUR UK INTERACTIVITY OUTLINE

Human

Possibility to share the pieces of news with other friends or users

Facebook

Twitter

Google+

Comments:

Comment on the differente blogs that are related with the GlamourUK

webpage

A message board (a discussion site)

Human-medium

Possibility to contact with the journalist through Google+

Evaluation of posts

Medium

Navigational possibilities:

Browser: you can find differente news of your interest by typing key

words

Hypertext: key words that link to other news or blogs

Video streams: you can choose the videos that you want to see

Mobile versions

iPhone

iPad

Kindle Fire

Android

Medium-human

Newsletter: you need to sign up on the webpage in order to receive this kind of

information

E-mail-alerts


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II. APPENDIX: DIGG INTERACTIVITY OUTLINE

Human

Possibility to share the pieces of news with other friends or users. This is outside

the website, so it isnt necessary to have an account on it. Facebook

Twitter

Comments:

Just on theblog,Not on the links.

Human-medium.Users can conribute with own content

Video streams: its one of the strongest points of the webiste, because we have a

section where we can watch just videos. Moreover, unlike the written content,

there are URLs where the videos are shown. Users can share links of interesting news but they have to be moderated by

Diggs employees.

Users can save the news they liked the most

Features:

Users have the power to vote for the most interesting pieces of news,

clicking on digg.

Links to contact with the employees in Twitter.

Medium Navigational possibilities:

Access to other websites through the links.

Browser

Mobile versions

iPhone

iPad

Android

Medium-human RSS feeds: you can suscribe to them.

E-mail-alerts: you can connect this option.
http://blog.digg.com/post/27628665720/v1http://blog.digg.com/post/27628665720/v1http://blog.digg.com/post/27628665720/v1http://blog.digg.com/post/27628665720/v1


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III. APPENDIX: THE GUARDIANINTERACTIVITY OUTLINE

Human

Message board

Possibility to share the pieces of news with other friends or users: Facebook

Twitter

Google+

Pinterest

LinkedIn.

Human-medium

Contact to the newspaper (and some journalists)

Guardian Witness: a specific sections to upload photos and sharing user-createdcontents.

Medium

Different navigational possibilities within the webpage

Both computer (with a regular page and a betapage) and cell phone version of

the website

Video streams

Medium-human

Customizable Content RSS feeds

E-mail-alerts


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6. BIBLIOGRAPHY

Digg webpage (2014). Last seen: 13 March 2014

Glamour UK webpage (2014). Last seen: 13 March 2014

LARSSON, A. O. (2012): Interactivity on Swedish newspaper websites: what kind, how much

and why? Convergence: The International Journal of Media Research into the New Media

Technologies 18 (2): 195-213. Available on the web:http://www.andersoloflarsson.se/wp-

content/uploads/2013/05/Larsson_Convergence.pdfLast seen:13 March 2014

LIU, Y; SHRUM, L. J. (2002) What is it interactivity and is it always such a good thing?.

Available on the web:http://www.yupingliu.com/files/papers/liu_shrum_interactivity.pdfLast

seen: 13 March 2014

ROUSE, M. (2005): Interactivity. September. Available on the web:

http://searchsoa.techtarget.com/definition/interactivity Last seen: 13 March 2014

The Guardian UK webpage (2014). Last seen: 13 March 2014

THORBURN, D; JENKINS, H; SEAWELL, B. (2004) Rethink media change Availabre on the

web:http://books.google.es/books/about/Rethinking_Media_Change.html?id=0x6tNUfIq4EC&re

dir_esc=y Last seen: 13 March 2014

WIKIPEDIA (2014): Glamour. March 7. Available on the web:

http://en.wikipedia.org/wiki/Glamour_(magazine) Last seen: 13 March 2014

WIKIPEDIA (2014): The Guardian. Available on the web:

http://en.wikipedia.org/wiki/The_Guardian Last seen: 13 March 2014
http://www.andersoloflarsson.se/wp-content/uploads/2013/05/Larsson_Convergence.pdfhttp://www.andersoloflarsson.se/wp-content/uploads/2013/05/Larsson_Convergence.pdfhttp://www.andersoloflarsson.se/wp-content/uploads/2013/05/Larsson_Convergence.pdfhttp://www.andersoloflarsson.se/wp-content/uploads/2013/05/Larsson_Convergence.pdfhttp://www.yupingliu.com/files/papers/liu_shrum_interactivity.pdfhttp://www.yupingliu.com/files/papers/liu_shrum_interactivity.pdfhttp://www.yupingliu.com/files/papers/liu_shrum_interactivity.pdfhttp://searchsoa.techtarget.com/definition/interactivityhttp://searchsoa.techtarget.com/definition/interactivityhttp://books.google.es/books/about/Rethinking_Media_Change.html?id=0x6tNUfIq4EC&redir_esc=yhttp://books.google.es/books/about/Rethinking_Media_Change.html?id=0x6tNUfIq4EC&redir_esc=yhttp://books.google.es/books/about/Rethinking_Media_Change.html?id=0x6tNUfIq4EC&redir_esc=yhttp://books.google.es/books/about/Rethinking_Media_Change.html?id=0x6tNUfIq4EC&redir_esc=yhttp://en.wikipedia.org/wiki/Glamour_(magazine)http://en.wikipedia.org/wiki/Glamour_(magazine)http://en.wikipedia.org/wiki/The_Guardianhttp://en.wikipedia.org/wiki/The_Guardianhttp://en.wikipedia.org/wiki/The_Guardianhttp://en.wikipedia.org/wiki/Glamour_(magazine)http://books.google.es/books/about/Rethinking_Media_Change.html?id=0x6tNUfIq4EC&redir_esc=yhttp://books.google.es/books/about/Rethinking_Media_Change.html?id=0x6tNUfIq4EC&redir_esc=yhttp://searchsoa.techtarget.com/definition/interactivityhttp://www.yupingliu.com/files/papers/liu_shrum_interactivity.pdfhttp://www.andersoloflarsson.se/wp-content/uploads/2013/05/Larsson_Convergence.pdfhttp://www.andersoloflarsson.se/wp-content/uploads/2013/05/Larsson_Convergence.pdf

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