Interactive Spread

With the continuous deepening of Internet applications, the vigorous development of interactive network media is constantly impacting the authoritative status of traditional powerful media, and it is also gradually changing people''s way of life. No matter the public or academia, he focus on interactive communication is more focused on the development and evolution of interactive media. This book attempts to analyze the characteristics of interactive communication from all aspects of the communication process through the essential needs of human social activities. In the process of writing, it combines relevant cases in the existing communication field, and comprehensively uses relevant theories of sociology, psychology and communication, and systematically analyzes the elements and mechanisms of interactive communication from the perspectives of social exchange and interaction, psychological expectations and attitudes, and agenda setting. From the aspects of relational interaction, symbolic interaction, media interaction, situational interaction, agenda interaction, etc., it systematically analyzes and researches the characteristics of interactive communication, and tries to explain the existing interactive communication phenomenon.