som transmission involverer også interaktion, men selvfølgelig i langt mindre grad end kommunikati-
onsparadigmet kommunikation som interaktion. Endvidere vil der inden for dette kommunikationspa-
radigme også kunne befinde sig forskellige interaktionsgrader, hvilket er væsentligt at være opmærk-
som på, hvis man som museum eksempelvis ønsker at udvikle interaktive web-baserede oplevelser.
Interaktion er blevet lidt af et buzzword for Web 2.0, idet begrebet, der ofte er forbundet med stor po-
sitivitet, som regel anvendes til at beskrive Web 2.0. Men som jeg vil illustrere gennem et eksempel fra
et museums webkommunikation om lidt, er der især to typer af interaktion, der karakteriserer Web
2.0, og som til tider forveksles som én og samme type interaktion. Men først en teoretisk nuancering af
selve begrebet.
Ifølge professor i Interaktive Medier Jens F. Jensen har de seneste års vækst inden for informations- og
kommunikationsteknologierne medført, at interaktionsbegrebet har fået en så almen udbredelse, at
det i mange sammenhænge er blevet udvandet (Jensen, J.F., 1998, p.200). Det er derfor ikke altid tyde-
ligt at gennemskue, hvad begrebet referer til og hvilken forskel det indbefatter. Jensen peger på, at
paradigmeskiftet inden for kommunikationsforskningen i mødet med den informationsteknologiske
udvikling bliver nødt til at rekonceptualisere og tilpasse sig de voksende ændringer i kommunikati-
onsadfærd, der er sket som følge af de nye interaktive medier (Op.cit. p.203). For at nuancere begre-
bet, anvender Jensen en matrix for fire kommunikationsformer, som er udviklet af Bojdewijk og Kaam
(1986), hvilket inddeler interaktionsbegrebet i fire kategorier:
Bordewijk og Kaams matrix for de fire kommunikationsmønstre (Jensen, 1998, p.202)
Matricen tager sit udgangspunkt i to centrale forhold ved al informationsudveksling, nemlig hvem der
ejer og producerer informationen, og hvem der på et givent tidspunkt og med et givent emne kontrol-
lerer distributionen af den. Ved at krydse disse to forhold, fremkommer der en matrix med fire
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