Analysis of interactivity in digital journalism [open access book chapter]

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We analyse interactivity in the digital journalism, focusing our study specifically on aspects related to user experience and user options for interaction. In so doing, our objective is the improvement of digital communication, by offering the news media a solid basis from which to evaluate their business model and their readers’ behaviour.

We exploit a methodology based on the design and testing of a research protocol and undertake a comparative analysis employing an iterative process, thus ‘grounding’ our final theory in the data gathered. In this way, we obtain a protocol – ‘Analysis of interactivity, searchability and web visibility in digital newspapers’ or SAIPD in its Spanish acronym – that facilitates the extraction of data from the digital news media.

This tool, as its name suggests, is designed around the three characteristic dimensions of the digital media (i.e. interactivity, searchability and web visibility) and employs a series of analytical parameters and indicators. In this chapter we examine four of these parameters related specifically to the dimension of interactivity: the media-user relationship, user-generated content, the user-user relationship and the personalization of content.


Digital journalism, digital news media, interactivity, searchability, user’s experience, SEO,
entrepreneurship in digital communication.

Full document


Santos-Hermosa, Gema; Lopezosa, Carlos; Codina, Lluís (2022). Analysis of interactivity in digital journalism. In: Freixa, Pere; Codina, Lluís; Pérez-Montoro, Mario y Guallar, Javier (ed.). Visualisations and narratives in digital media. Methods and current trends, (pp. 13-25). Barcelona: DigiDoc-EPI.

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