Influencing interaction: Does technology increase public participation on community journalism websites?

Abstract

Community media maintain a tradition of interaction, yet, few studies focus on digital operations at smaller publications. This study indicates direct communication matters more than technology to generating interaction advancing interactivity theory. This project further suggests no single technological element likely increases the amount of interaction on the websites of community newspapers and multiple forms of digital outreach could improve the likelihood of success. However, website managers appear indifferent to communicating with the audience online.

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