In Theorizing Interactivity’s Effects, Shyam Sundar demonstrates some developing theories about effects of interactivity, especially in the environment of web-based mass communication. The author asserts that interactivity is an attribute of the technology and not that of the user, and can be categorized in behavioral, attitudinal, and cognitive.

Shyam Sundar asserts the development of technology offers an unprecedented range of interactive possibilities. Television, as a tradition media, has passive audience. However, Internet changes the label of communication receiver from “audience” to “user”. Shyam also mentions that skill is a determination of interactivity. If people are “skilled enough to ably use a given interface”, people would rate it as very interactive. If not, they would rate it poorly. Shyam applies VR versus e-mail to give a vivid comparison to support the idea.

Shyam Sundar also demonstrates that interactivity has both positive and negative effects in different situations. Animation as well as good design and ease of use would promote positive attitudes and result in higher interaction than static, boring icons. However, presence of animation “on the interface that is not visually connected with interactive devices may distract users from engaging in interaction”, and some inappropriate design may lead to over-stimulation, negative evaluation, and even cognitive overload. Online advertisement such as web banners usually diminish the behavioral effect. The point that pop-up window makes people annoyed while interruption by commercials on TV tend to be socially tolerated is very interesting and reasonable. It goes back to the previous statement that audience are not engaged enough to the media and may view themselves as passive characters.

Just wondering how to make advertisement online and avoid bothering people?