Mass media and the concept of interactivity

I. The role of the mass media in promoting democracy.

The mass media providers can promote democracy.

The Internet can provide forums for the public to express their opinions and critique of the work of the journalists.

II. The effectiveness of emails in journalist-reader communication and online forums in reader-reader interaction.

A. Non-constructive emails clog system

B. Lack of time to respond to valid emails

III. The mass media's limited utilization of the Internet technology.

The mass media have failed to capitalize on the use of the Internet to promote interaction between journalists and the public.

B. Journalists do not have ample time to interact with the public.

A. Research study interviewing senior executives

B. Better interaction is needed between mass media

In the article entitled "Mass Media and the Concept of Interactivity: An Exploratory Study of Online Forums and Reader Email," Tanjev Schultz (2000) highlighted the role of the mass media in promoting democracy by enhancing interactivity between mass media providers and the public (p. 206). More specifically, Schultz (2000) explored the potential of the Internet to transform the public from passive consumers of information to active participants who can counterbalance the bias and power of the mass media through public discourse (p. 207).

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Approximate Word count = 1190
Approximate Pages = 5 (250 words per page)

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