Palavras chave

Interatividade, Comunicação digital, pesquisa, métodos, revistas, top ranking, artigos

Resumo

O objetivo deste artigo é traçar as pesquisas ao redor do conceito de interatividade, indicar tendências dominantes e as áreas pouco pesquisadas. Baseia-se na análise do conteúdo dos métodos utilizados nos artigos publicados nas cinco revistas de comunicação mais importantes por ranking durante um período de cinco anos (2006- 2010). A avaliação dos métodos aplicados na pesquisa da interatividade baseia-se na diferença entre a interatividade social, interatividade textual e a interatividade técnica. Com o intuito de permitir uma classificação adicional e mais profunda de todas as práticas medidas foram adicionados níveis de interatividade (baixa, média, alta). Tudo isso conduz a uma especificação de nove subconjuntos teoréticos da interatividade como as categorias principais da análise dos artigos avaliados para esta pesquisa. Dentro desta matriz, situamos vários métodos que respondem a alguns tipos de níveis de interatividade do público/usuários que são conceitualmente diferentes. A análise demonstra que os pesquisadores se concentram nas práticas da interatividade textual baixa e a interatividade social alta, enquanto que a interatividade técnica alta e a interatividade textual alta suscitam pouco interesse entre os acadêmicos. As pesquisas das relações do público/usuário com os textos se orientam principalmente pela análise do conteúdo e pesquisas de opinião. A pesquisa da interação social alta está reativando a aplicação dos métodos etnográficos, enquanto que as possibilidades de interatividade técnica se aceitam não como um objeto de estudo, mas como ferramenta de pesquisa.

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Milojevic, A., Kleut, J., & Ninković, D. (2013). Methodological approaches to study interactivity in communication journals. [Propuesta metodológica para el estudio de la interactividad en revistas de comunicación]. Comunicar, 41, 93-103. https://doi.org/10.3916/C41-2013-09

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