Importance of Communication and Interactive Media in Innovation

This essay analyzes the importance of communication and understanding the concepts of human communication such as interactive media leading to innovation.

Running head: SOCIAL MEDIA AND COMMUNICATIONS
SOCIAL MEDIA AND COMMUNICATIONS
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1SOCIAL MEDIA AND COMMUNICATIONS
Introduction
Communication is important for building brand identity and further to establish strong
legitimacy within organization. Effective communication results to collaboration
amongst innovation teams thus leading to most advantageous performance outcomes intended
for the new product development process as well as innovation (Alberts, Nakayama & Martin,
2012). Thus, managers in order to bring effective collaborations must develop the competence to
marshal the demands and power of organization’s innovation collective. The essay will analyse
the importance of communication and understanding the concepts of human communication such
as interactive media leading to innovation.
Discussion
Interactive media is identified as a method of communication whereby products and
services on digital computer based systems tend to respond to users’ actions by offering content
related to text, video games, animation and moving images. Furthermore, such a form of media
is identified as a method of communication whereby output generated from the media tends to
get generated from the input of the users. Thus, interactive users primarily work with utmost
participation of the users. Radesky, Schumacher and Zuckerman (2015) have noted that as
interactive media that uses multiform narrations along with delicate techniques fixed to the
constructivist principles, it exhibits the importance of learner centred approach required for soft
skills and competence for any organization to achieve goals. Thus, considering the use of soft
skills through interactive media, organizations are able to create rich setting and environment
intended for change and innovation as well as meant for planning as well as designing the way
organizations can produce quality product in order to accomplish the organizational demands and

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objectives. Interactive media covers wide range of media channels such as websites and
particularly social media which primarily offer interactive usage of text as well as graphics to its
users (Rasanen & Bryant, 2014). The major factors of interactive media shed light in crowd
sourcing and issues of overdependence which often relates to reduction in memory and reduces
the ability of critical thinking and give rise to echo chambers. According to Labrecque (2014),
the echo chambers effect likely comes from where they form the initial bandwagon for diffusion.
There are particular signs which indicate to the association between these two phenomena related
to echo chambers as well as the dissemination of misinformation. This is because several
homogeneous clusters of users develop an inclination towards self-confirmation offer competent
conservatory for the rise of rumours and misinformation.
However, authors have noted that communicators encounter different issues to focus on
the essentialities of individuals while they communicate. Drawing relevance to these factors, the
social presence theory has been established which relies upon three primary dimensions such as
social context, digital communication and interactivity. Social contexts primarily include task
orientation and subjects on privacy matters (Hollebeek, Glynn & Brodie, 2014). Furthermore, as
per the view of authors, social presence is illustrated by the way information are posted and the
way that information are understood by others. On the other hand, digital inequality is identified
as recent form of social inequality in the information society which influences life chances
whereby individuals who tend to operate better in the digital realm and contribute more fully in
digitally mediated social life show higher propensity of enjoying advantages. Social inequality
further is understood as a highly constitutive object of observation for sociology as a discipline.
Moreover, as the specific utilization of digital inequality mainly sheds light on the use of ICTs,
the combination with a communication discipline perspective tends to show utmost efficiency

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and appropriateness. Meanwhile, Ariel and Avidar (2015) have noted that digital inequality is
recognized as a property of the social system and the macro level. However, the rate of
explication of digital inequality serves as an emergent result of individual usage patterns, thus
necessitates theoretical as well as empirical analysis at the micro level. Furthermore, the internet
diffusion is identified as another macro property which does not directly result to digital
inequalities, thus leading individual’s actions to be accounted for and collective. Zhao et al.
(2014) have noted that such an understanding relates to the sociological approach which suggests
that current factors such as education or social connections determine the way individuals
construe recent technologies and know-how into their daily lives. Web-based surveys further are
influenced by digital inequalities. The key challenge is representativeness related to the
divergences in broadband connectivity, skills as well as social media use which are linked to
participation rates. Labrecque (2014) through their studies have found that found that that the
most active hubs in the Twitter science news network have been identified as organizations as
well as celebrities, implying that the organizing impact in relation to science participation has
been low. Thus the primary mechanism of digital inequality has been found at the organizational
level. Moreover, the key contributions depend on connecting digital privacy with digital
inequality, further focusing on reinforcement mechanism in online participation as well as
illustrating the transfer of offline status to the online realm.
Furthermore, ethics and interactive messages relate to the ability where posting ethical
messages and checking authenticity of information and building ethical associations or
interactive media and present communicators honestly and show utmost clarity while sharing
information. Furthermore, interactive media etiquette relies on utmost specificity on subject line
and ability to address demands and requests of recipients appropriately. Reports have revealed

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that conversations on mobile in public places are recognized as one of the complaints regarding
unethical behaviours and approaches in relation to digital media communication (Radesky,
Schumacher & Zuckerman, 2015).
Conclusion
Therefore, from the above discussion, it can be concluded that the Internet or interactive
media as a technological innovation does not tend to pre-establish its users or uses its favour to
the beneficial users over the privileged over the disadvantaged ones. Such a predetermination can
be done through its social construction as well as adoption; it tends to contribute to the
strengthening of social inequalities and the production of distinctively digital inequalities .

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References
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