在当今社会,面对新的日益复杂的传播环境,媒介唯有互动才能生存。而且,互动性已经成为评价媒介质量的一个重要标准。互动性低的媒介,将在竞争中面临越来越多的不利,而互动性强的媒介,将会有更大的发展空间。现在的问题是,到底什么是互动性?如果就一个具体的媒介来说,如何衡量它的互动性?应该说,衡量互动性的指标有很多,比如,信息的反馈以及个人信息定制的可能等,在这里我想谈的是信息的可选择性。根据我的看法,信息的可选择性是指受众在信息传播活动中,根据个人的需求选取信息的方便性。可选择性大,则互动性强,可选择性小,则互动性弱。从这个角度,我们可以拥 In today’s society, in the face of a new and increasingly complex environment for communication, the media can only survive through interaction. Moreover, interactivity has become an important criterion for evaluating media quality. The media with low interactivity will face more and more unfavorable factors in the competition, and there will be more room for development in the interactive media. The question now is, what is interactivity in the end? If it is a specific medium, how to measure its interaction? It should be said that there are many indicators to measure the interactivity, such as the feedback of information and the possibility of customization of personal information, etc. , Here I want to talk about the optional information. In my opinion, the information is optional refers to the audience in the information dissemination activities, according to the individual needs of the convenience of information selection. Optional large, then the interaction is strong, the selectivity is small, the interaction is weak. From this perspective, we can hold