Interactive Options in Online Journalism: A Content Analysis of 100 U.S. Newspapers


  • Tanjev Schultz

    Corresponding author
    1. Tanjev Schultz is a research fellow in the Institute for Intercultural and International Studies at University of Bremen (Germany).
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Address: Universität Bremen, FB 8: InIIS, Linzer Str. 4, 28359 Bremen, Germany


The article discusses the challenge of providing interactivity within journalism. It views interactivity as a variable of responsiveness in interpersonal and societal communication. The Internet has the potential to increase interactive attempts in journalism. However, media organizations do not necessarily exploit this opportunity effectively. An exploratory content analysis of 100 U.S. online newspapers reveals that many provide only token interactive options.