{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,6]],"date-time":"2026-01-06T13:36:57Z","timestamp":1767706617901,"version":"3.38.0"},"reference-count":47,"publisher":"SAGE Publications","issue":"6","license":[{"start":{"date-parts":[[2009,9,1]],"date-time":"2009-09-01T00:00:00Z","timestamp":1251763200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["New Media &amp; Society"],"published-print":{"date-parts":[[2009,9]]},"abstract":"<jats:p> \u2018Interactivity\u2019 was one of the major buzzwords of the 1990s. Although the academic discourse has produced a large number of different concepts of \u2018interactivity\u2019, in everyday life it still remains a label put on all kinds of aspects of online communication and digital media. Drawing on schema theory this article explores the concepts of \u2018ordinary\u2019 users (i.e. people who are not professional experts). The results indicate that users associate the foremost social and individual issues with the term \u2018interactivity\u2019, i.e. what they can accomplish by using media in terms of self-development, social influence and social relationships. <\/jats:p>","DOI":"10.1177\/1461444809336511","type":"journal-article","created":{"date-parts":[[2009,9,7]],"date-time":"2009-09-07T11:27:48Z","timestamp":1252322868000},"page":"899-920","source":"Crossref","is-referenced-by-count":39,"title":["What do users associate with \u2018interactivity\u2019?"],"prefix":"10.1177","volume":"11","author":[{"given":"Oliver","family":"Quiring","sequence":"first","affiliation":[{"name":"The Johannes Gutenberg University of Mainz, Germany,"}]}],"member":"179","published-online":{"date-parts":[[2009,9,7]]},"reference":[{"volume-title":"Remembering. 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( 1988) \u2018Schema, Affect, and Communication\u2019, in L. Donohew, H.E. Sypher and T.E. Higgins (eds) Social Cognition and Affect, pp. 33-52. Hillsdale, NJ: Lawrence Erlbaum."},{"key":"atypb12","doi-asserted-by":"publisher","DOI":"10.1177\/14614440022225751"},{"key":"atypb13","doi-asserted-by":"crossref","unstructured":"Durlak, J.T. ( 1987) \u2018A Typology for Interactive Media\u2019, in M.L. McLaughlin (ed.) Communication Yearbook 10, pp. 743-57. Newbury Park, CA: Lawrence Erlbaum.","DOI":"10.1080\/23808985.1987.11678672"},{"key":"atypb14","doi-asserted-by":"publisher","DOI":"10.1080\/08838159809364462"},{"key":"atypb15","doi-asserted-by":"crossref","unstructured":"Heeter, C. ( 1989) \u2018Implications of New Interactive Technologies for Conceptualizing Communication\u2019, in J.L. Salvaggio and J. Bryant (eds) Media Use in the Information Age: Emerging Patterns of Adoption and Consumer Use, pp. 217-35. 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