Cambridge Scholars Publishing Interactivity and the Online Media Sphere in Nigeria: Shovelware to Multimediality

In today’s age of extraordinary technological development, the mass media industry must constantly innovate and adopt emerging concepts to keep up with the demand of online visibility and prominence. Interactivity is a distinguishing feature of the current online environment, and is a necessity in maintaining relevance in digital media sphere. The growing impact of new media technologies and the resulting pressure on mass media organizations to incorporate more audience involvement have made interactivity a particularly sought-after phenomenon throughout the industry. The prominence of online interactivity has resulted in anxiety throughout the mass media industry regarding the ways in which media organisations can engage with their audience and maintain a high level of traffic on their websites. Attaining these heights largely depends on the quality and nature of interactivity on a given site. This book provides insights into the interactivity basics of an ideal media website, and highlights the nature of interactivity in the Nigerian online media sphere vis-a-vis the basics of interactivity. About the Author Joseph Wilson teaches Mass Communication at the University of Maiduguri, Nigeria. His teaching and research interests are in the fields of new media, online journalism and African communication systems. He holds BA, MA and PhD degrees in Mass Communication, and is a member of the Faculty of Social Sciences Board of Examiners at the University of Maiduguri.