New scheme of communication: an exploratory study of interactivity and multimedia use in Chinese j-blogs and the implications

Abstract

This study examines the use of new technologies such as hyperlinks and multimedia features in Chinese journalists’ blogs on newspaper websites, exploring the interactivity between readers and j-bloggers through readers’ comments and j-bloggers’ responses. The study shows that there is a positive correlation between the use of hyperlinks, videos and pictures with reader comments, indicating that the use of these features sparks a better dialogue with readers. The shift in the model of communication between journalists and readers through j-blogs in China changes the traditional concept of gatekeeping, providing broader implications for the flow of free information in China’s controlled media environment.