This article addresses the lack of interaction between mass media and their audiences, examining the potential for increased interactivity through the Internet. Despite the rise of online platforms, traditional mass media remain relevant and may even enhance their role as providers of a shared lifeworld. The article reviews theoretical implications from the perspectives of the Frankfurt School and public journalism, identifies settings and levels of interactivity in online journalism, and presents an exploratory study of New York Times journalists and forum participants to illustrate the opportunities and challenges of mass media online.
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Schultz, Tanjev. "Mass media and the concept of interactivity: an exploratory study of online forums and reader email." Media, culture & society 22.2 (2000): 205-221.
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