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A process involving the multi-directional flow of information between agents, which might include computers, the media and the audience, is seen as interactive. The non-linear qualities and technological capabilities of the world wide web have given interactivity a new dimension with almost unlimited potential. Traditionally, the consumption of books, newspapers and magazines has mostly been a one-way engagement of reading: ‘The online experience is two-way, allowing readers to contribute via e-mail, bulletin-board discussion, and all matter of annotation as they navigate the Web’, having a democratizing effect (Levinson, 1999: 38). Many newspapers put a reporter's email address at the end of an article, so readers can email him or her directly.

Ward uses three different models of mass communication to illustrate the varying levels of ...

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