Internets potential for interactivity: an exploratory study of the three mainstream online newspapers in Kenya
Abstract
Studies on the level of interactivity of Kenyan online newspapers are not
available.Hence there is need for descriptive studies of the current situation
of the interactive level of the online editions of the Kenyan newspapers.
This study incorporates the interpretation of interactivity of Heeter and
Rafaeli from the perspective of content interactivity.
The study discusses the extent of the use of interactive tools within the
online editions of newspapers in Kenya. Academic literature suggests that
online papers are moving beyond the realm of 'shovelware' in an effort to
create a more attractive product to be consumed by a larger and more loyal
audience. The basis of this attempt is the effective use of interactive
features.
The mass media in Kenya seem to follow the journalistic norms and
practices of the western model in the context of an increasing expanding
'international media culture'. The project paper argues that the forms and
expressions of interactivity in online newspapers in Kenya are very limited.
Even though the Internet has the potential to increase interactive attempts
in journalism, media organizations do not necessarily exploit this
opportunity effectively. This exploratory content analysis of three Kenyan
online newspapers: the Kenya Times, The Standard and the Nation, reveals
that they provide only token interactive options.
Publisher
School of Journalism, University of Nairobi