Digital Interactivity: Various Points of View

In this paper we attempt to offer an overview of some of the various points of view, which coexist (Arata, 1999) within the broad term ‘Digital Interactivity’. We review identified characteristics of and constraints on interaction, then discuss important elements of digital interactivity (feedback, immersion and engagement, simulation, play, hypertext). We select link authoring and the construction of interactive spaces as examples of tools used to create the impression of enhanced interactivity, and identify some future applications of interaction design such as pervasive computing, peer-to-peer networks and commercial interactive sites to express brand identity. INTRODUCTION As Kress & Van Leeuwen (2001) state, there is no communication without interaction. Broadly, levels of ‘interactivity’ can be recognized as depending on quality of feedback and control and exchange of discourse according to the mode or modes (‘multimodal discourse’) involved. Important constraints that operate to modify interactivity of any kind can be identified as the amount of ‘common ground’ (Clark, 1996), constraints of space and time, relative embodiment, and choice of or control over the means, manner, and/or medium of feedback. Ha & James (1998) emphasize the element of response as characterized by playfulness, choice, connectedness, information collection, and reciprocal communication. BACKGROUND: SELECTED ELEMENTS OF DIGITAL INTERACTIVITY Feedback Any evaluation of feedback, as defined by Kiousis (2002), should take into account various factors. For example, feedback should not be just two-way, but should encompass several different avenues and facets of expression; it can be linear and/or non-linear. Hyperlinks should offer the element of choice, and the ability to modify the mediated environment must exist. Individual perception of interactivity depends on the quality of media (form, content, structure, relation to user) but also on ‘social presence’ (Short et al, 1976) or ‘telepresence’ (awareness of mediated environment), perceived speed, timing, and flexibility. Kiousis adds to these factors the concepts of ‘proximity’ how ‘near’ the user feels and ‘sensory activation’ the involvement of the user’s senses. Immersion and Engagement The qualities of ‘immersion’ and ‘engagement’, referred to by Douglas & Hargadon (2000) as ‘The Pleasure Principle’ and equated by Laurel (1993) with the ‘willing suspension of disbelief’, appear to be crucial in creating the illusion of interaction. The role of immersion and engagement is obvious with reference to simulations, the use of links, and user perception of control and decision-making.