Interactive Media, Social Media, and Communication Theories
Overview
Interactivity - correct answer The degree to which users can participate in, influence, or control
media content, flow, and structure. Example: Modding in video games, TikTok duets.
Technological Foundations of Interactive Media - correct answer Key inventions enabling
interactive media: Internet & WWW (global communication), graphical web browsers (visual
access), broadband networks (real-time rich media), search engines (information retrieval).
Video Game Industry as Interactive Media - correct answer Video games demonstrate
participatory media: user creativity (mods, custom content), collaboration, and online
multiplayer. Publishers include Microsoft, Activision Blizzard, EA, Nintendo, Sony. Trends:
VR/AR, mobile gaming, esports.
Platforms (Technological Definition) - correct answer Infrastructure connecting users, content,
and services. Example: YouTube, TikTok, Spotify.
platforms (Economic Definition) - correct answer "Matchmakers" connecting producers and
consumers; monetizing content and interactions. Example: YouTube ads, TikTok influencer
monetization.
Platformization - correct answer Process of turning media creation, distribution, and cultural
participation into platform-mediated systems. Impacts distribution, marketing, monetization,
and culture. Example: YouTube algorithm shaping creator behavior.
Social Media as Part of Platformization - correct answer Social media emphasizes user choice,
conversation, curation, creation, and collaboration. Users actively produce and share content,
unlike one-way mass media.
Problems/Issues in Social Media - correct answer Trust (misinformation, fake news), Privacy
(data collection, breaches), Transparency (opaque algorithms, unclear moderation).
Differences Between Traditional Media and Social Media - correct answer Traditional media:
one-to-many communication, centralized production, limited feedback. Social media: many-to-
many (dialogic) communication, participatory/collaborative production, immediate feedback.
Choice (in Social Media) - correct answer Users select what content to view or which accounts
to follow. Example: Following Instagram or TikTok accounts.
Conversation (in Social Media) - correct answer Users comment, reply, and engage in
discussions on content. Example: Twitter replies, Facebook comments.
Curation (in Social Media) - correct answer Users organize, select, and recommend content for
themselves or others. Example: Pinterest boards, YouTube playlists.
, Collaboration (in Social Media) - correct answer Users co-create content or participate in
communities. Example: Wikis, multiplayer mods, shared documents.
Types of Social Media - correct answer Emails / Listservs → Google Groups, mailing lists
Discussion boards / Forums → Reddit, Quora
Chat rooms → Discord, Slack
Blogs & Microblogs → WordPress, Tumblr, Twitter/X
Wikis → Wikipedia
Social Networking Sites → Facebook, LinkedIn, Instagram
Problems/Issues with Social Media - correct answer Trust → misinformation, fake news
Privacy → data collection, tracking, targeted ads
Transparency → opaque algorithms, unclear moderation policies
International Communication - correct answer The study of how information, media, and
culture flow across national borders. Examines media systems, policies, technologies, and
audiences globally.
Origin of International Communication as a Field - correct answer Emerged post-WWII (1940s-
1950s), focused on propaganda, diplomacy, and development communication. Initially
emphasized one-way information flows (e.g., U.S. Cold War broadcasts).
Authoritarian Theory - correct answer Media controlled by government or ruling authority;
dissent not tolerated. Purpose: maintain social order and support authority. Example: China,
historical monarchies.
Libertarian Theory - correct answer Media free from government control; operates
independently; serves as watchdog. Example: U.S., UK (historically).
Social Responsibility Theory - correct answer Media is free but must serve the public good by
informing, educating, and entertaining responsibly. Example: Modern U.S. journalism.
Soviet / Communist Theory - correct answer Media is state-owned and used to promote
government ideology and maintain control. Example: USSR, Cuba.
Democratic Socialist Theory - correct answer Media is free but guided toward social welfare
and equality. Example: Nordic countries (Norway, Sweden).
Developmental Theory - correct answer Media used to promote national development goals,
such as education and economic growth. Example: India, Nigeria.
Overview
Interactivity - correct answer The degree to which users can participate in, influence, or control
media content, flow, and structure. Example: Modding in video games, TikTok duets.
Technological Foundations of Interactive Media - correct answer Key inventions enabling
interactive media: Internet & WWW (global communication), graphical web browsers (visual
access), broadband networks (real-time rich media), search engines (information retrieval).
Video Game Industry as Interactive Media - correct answer Video games demonstrate
participatory media: user creativity (mods, custom content), collaboration, and online
multiplayer. Publishers include Microsoft, Activision Blizzard, EA, Nintendo, Sony. Trends:
VR/AR, mobile gaming, esports.
Platforms (Technological Definition) - correct answer Infrastructure connecting users, content,
and services. Example: YouTube, TikTok, Spotify.
platforms (Economic Definition) - correct answer "Matchmakers" connecting producers and
consumers; monetizing content and interactions. Example: YouTube ads, TikTok influencer
monetization.
Platformization - correct answer Process of turning media creation, distribution, and cultural
participation into platform-mediated systems. Impacts distribution, marketing, monetization,
and culture. Example: YouTube algorithm shaping creator behavior.
Social Media as Part of Platformization - correct answer Social media emphasizes user choice,
conversation, curation, creation, and collaboration. Users actively produce and share content,
unlike one-way mass media.
Problems/Issues in Social Media - correct answer Trust (misinformation, fake news), Privacy
(data collection, breaches), Transparency (opaque algorithms, unclear moderation).
Differences Between Traditional Media and Social Media - correct answer Traditional media:
one-to-many communication, centralized production, limited feedback. Social media: many-to-
many (dialogic) communication, participatory/collaborative production, immediate feedback.
Choice (in Social Media) - correct answer Users select what content to view or which accounts
to follow. Example: Following Instagram or TikTok accounts.
Conversation (in Social Media) - correct answer Users comment, reply, and engage in
discussions on content. Example: Twitter replies, Facebook comments.
Curation (in Social Media) - correct answer Users organize, select, and recommend content for
themselves or others. Example: Pinterest boards, YouTube playlists.
, Collaboration (in Social Media) - correct answer Users co-create content or participate in
communities. Example: Wikis, multiplayer mods, shared documents.
Types of Social Media - correct answer Emails / Listservs → Google Groups, mailing lists
Discussion boards / Forums → Reddit, Quora
Chat rooms → Discord, Slack
Blogs & Microblogs → WordPress, Tumblr, Twitter/X
Wikis → Wikipedia
Social Networking Sites → Facebook, LinkedIn, Instagram
Problems/Issues with Social Media - correct answer Trust → misinformation, fake news
Privacy → data collection, tracking, targeted ads
Transparency → opaque algorithms, unclear moderation policies
International Communication - correct answer The study of how information, media, and
culture flow across national borders. Examines media systems, policies, technologies, and
audiences globally.
Origin of International Communication as a Field - correct answer Emerged post-WWII (1940s-
1950s), focused on propaganda, diplomacy, and development communication. Initially
emphasized one-way information flows (e.g., U.S. Cold War broadcasts).
Authoritarian Theory - correct answer Media controlled by government or ruling authority;
dissent not tolerated. Purpose: maintain social order and support authority. Example: China,
historical monarchies.
Libertarian Theory - correct answer Media free from government control; operates
independently; serves as watchdog. Example: U.S., UK (historically).
Social Responsibility Theory - correct answer Media is free but must serve the public good by
informing, educating, and entertaining responsibly. Example: Modern U.S. journalism.
Soviet / Communist Theory - correct answer Media is state-owned and used to promote
government ideology and maintain control. Example: USSR, Cuba.
Democratic Socialist Theory - correct answer Media is free but guided toward social welfare
and equality. Example: Nordic countries (Norway, Sweden).
Developmental Theory - correct answer Media used to promote national development goals,
such as education and economic growth. Example: India, Nigeria.
