Comm101.InteractionPerspectiveV2 - information online...

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The interaction perspective is concerned with the ways that Computer- Mediated Communication (CMC) can be advantageous in the formation of Sandra’s public image. The social presence theory suggests that CMC has a lower social presence than face-to-face (FtF) interaction, as it provides a lowered capacity to communicate information about people’s appearance, the environment, and nonverbal signals that naturally exist in FtF interaction. This contributes to a more equalized participation experience for communicators. Based on the social presence theory, Sandra’s campaign team should invest significant resources in online media outlets (such as her website), as they offer a higher degree of control in terms of her self- presentational goals and also reduce many of the potentially harmful social context cues that exist in FtF communication. Hypertextuality refers to the ability of the reader to essentially play a role in creating a more personalized experience when consuming
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Unformatted text preview: information online. Hypertext is electronically connected, non-sequential information that is embedded in a text that allows the user to access to multiple information sources with a simple mouse-click. An application of this theory to Sandra’s campaign would be to embed links in the text on her website and other online media outlets to information that enables viewers to familiarize themselves with her condition. Similar to hyptertextuality, interactivity refers to the way individuals interact with a certain media. Online readers have the ability to offer feedback, ask questions, and actively participate in the processing of consuming information, and are thus more connected to their information source. That said, a useful campaign strategy might be to include an interactive online discussion section on Sandra’s website where individuals can freely ask questions and interact more directly with the campaign....
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This note was uploaded on 02/10/2010 for the course COMM 1101 taught by Professor Lewenstein,b. during the Fall '07 term at Cornell.

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Comm101.InteractionPerspectiveV2 - information online...

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