Interactivity in the online press. A comparison in regional and reference newspapers in Catalonia

Abstract

In the interconnected and always on world, the media and their readers face a continuous transformation of their relationships. Multimedia, hypertext and interactivity, as differentiating and disruptive aspects in the relationship between online media and users, have been studied from many different perspectives and today concentrate much of the marketing research around the effects and possibilities of the dissemination strategies of digital media. From the comparative analysis of four of the reference portals in the regional online press of Catalonia -Diari del Maresme, Vilaweb, Diari Ara and La Vanguardia-, this research analyzes the perception around the parameters of interactivity and the nature and penetration of them, as well as the main dynamics that have to do with online relationships between media and readers. It is concluded that the assessment of interactivity and its necessary components (broadband, conversation, engagement, quality of experience, always on, recommendation and community creation) is positive, although listening to the reader's initiative in the setting agenda is improved.