Orientador: Raquel Salek Fiad / Tese (doutorado) - Universidade Estadual de Campinas, Instituto de Estudos da Linguagem / Made available in DSpace on 2018-08-26T03:47:12Z (GMT). No. of bitstreams: 1 Lima_Marcela_D.pdf: 2655398 bytes, checksum: 58f78251c2f4ce0bcc5fb6812dc2435c (MD5) Previous issue date: 2014 / Resumo: Esta tese investiga Reviews de Tecnologias, gênero discursivo utilizado por dois blogueiros estudantes da área da Ciência da Computação. O blog por eles idealizado é mantido de maneira independente (sem patrocínios) e visa ao compartilhamento gratuito, via Internet, de informações técnicas, estéticas e funcionais sobre smartphones e tablets. O objetivo geral deste trabalho é discutir, com base na teoria delineada pelo Círculo de Bakhtin, o referido gênero como uma ferramenta relevante para 1. O posicionamento do blog e dos blogueiros (sujeitos-escreventes), perante sua audiência, como 'meio participativo/colaborativo' e 'colaboradores experts em tecnologias móveis', respectivamente; e 2. o engajamento dos blogueiros em práticas enunciativas verbo-visuais que (se) constituem (n)as chamadas Culturas Participativas do Século XXI. Para a realização da pesquisa, foram selecionados os 8 reviews produzidos e publicados entre 23/10/2009 e 31/03/2012, em relação aos quais se procedeu à investigação quanto ao conteúdo temático, estilo e construção composicional. Procurando-se construir uma articulação entre a micro e a macroanálise do objeto de pesquisa, buscou-se explorar dados da situação enunciativa. De modo geral, a análise da forma composicional e do estilo, em sua relação com o todo dos enunciados, permite constatar que, no contexto estudado, o Review de Tecnologias é um gênero repleto de intercalação de vozes de diversas esferas, especialmente a jornalística e a acadêmica / Abstract: This thesis investigates Technology Reviews, a discursive genre utilized by two bloggers who are students in the field of Computer Science. The blog designed by them is independently maintained (without sponsorship) and aims to freely share via the Internet technical, aesthetic and functional information about the interface of smartphones and tablets. Based on the theory outlined by the Bakhtin Circle the aim of this research is to discuss the Technology Reviews genre as a relevant tool to: 1. Positioning the blog and bloggers (subject-writers) before their audience as a `participatory/collaborative medium¿ and as 'expert reviewers of mobile technologies', respectively; and 2. Engaging the bloggers in verbal/visual enunciative practices that constitute and are constituted by the so called Participatory Cultures of the 21st Century. For the research we selected 8 reviews produced and published between October 23rd 2009 and March 31st 2012 which were analyzed in terms of their content, style and compositional construction. Seeking to build a link between the micro and the macro-analysis of the object of research we sought to explore the data from the enunciative situation. Overall, the analysis of the compositional form and style in its relationship with all the sentences reveals that, in the context studied, the Review of Technologies is a genre filled with overlapping voices coming from various spheres, especially the journalistic and academic ones / Doutorado / Lingua Materna / Doutora em Lingüística Aplicada

Orientador: Maria Cecilia Calani Baranauskas / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Computação / Made available in DSpace on 2018-08-19T05:26:30Z (GMT). No. of bitstreams: 1 Santos_Mateusdos_M.pdf: 9168659 bytes, checksum: 0ca759fd4ca5f40630ed053c06c6528c (MD5) Previous issue date: 2011 / Resumo: Os serviços públicos são atividades importantes que visam estabelecer os direitos e deveres dos cidadãos brasileiros para exercerem assim o papel essencial da cidadania. É através deles que a população tem contato direto com seus representantes nos poderes governamentais e representam também a forma principal de expressar suas reais necessidades. A melhoria na prestação do serviço público pode ser realizada com a ampliação dos meios de acesso da população ao órgão público, ratificando assim os princípios de inclusão digital. A TV digital no Brasil já é uma realidade que prospera a passos largos a cada dia, mas a principal contribuição anunciada desde a sua oficialização e que pode ser uma alternativa à inclusão digital é a interatividade. A interatividade ainda não chegou aos lares brasileiros por motivos diversos; porém, é absolutamente indiscutível que a sua utilização bem empregada poderá contribuir significativamente aos aspectos sociais e digitais. O governo brasileiro, desde a implantação do sistema digital, acredita nesta alternativa e ratificou este desejo em 2010 com as diretrizes do Canal da Cidadania. Nesse contexto, este trabalho aborda questões importantes de uma aplicação interativa pública para a TV digital questionando principalmente a origem e o gerenciamento do conteúdo interativo a ser disponibilizado por este novo meio. Para que um cidadão, no papel de telespectador, interaja com seu aparelho televisor e requisite algum serviço público de forma transparente é necessário avaliar como este serviço foi enviado e consequentemente qual o papel exercido pela emissora e pelo órgão público responsável pelo serviço. Desta forma, este trabalho propõe a criação de um sistema gerenciador de serviços que deve ser utilizado pelos funcionários de uma secretaria pública com o objetivo central de inserir conteúdos públicos específicos pela área de atuação e ainda receber as requisições de serviços dos cidadãos. A sua criação sugere a inserção de um novo componente no ciclo de vida de uma aplicação interativa, permitindo assim que a emissora de televisão não tenha responsabilidade sobre a autoria da prestação de serviço público. Para demonstrar a viabilidade da proposta, o sistema denominado GSP (Gerenciador de Serviços Públicos) foi efetivamente implementado mostrando principalmente a criação de conteúdos interativos e o gerenciamento das requisições de serviços. Foi implementado também um aplicativo simulando especificamente a interação do cidadão ao utilizar o serviço público pela TV. Aspectos relacionados à usabilidade da interface foram considerados e avaliados na implementação do sistema GSP e também do aplicativo interativo televisivo / Abstract: The public services are important activities that seek the rights and accomplishments of Brazilian citizens acting as an essential part of the citizenship. It is through them that the population maintains direct contact with their representatives in government and represents also the principal way of expressing their real necessities. Making the public service better could be accomplished by more ways of accessing it, promoting the principals of digital inclusion. The digital TV in Brazil is a reality that is prospering each day, but the main contribution since its official announcement and that could be an alternative to the digital inclusion is the interactivity. Interactivity has not yet arrived at the Brazilian homes for many reasons, but it is absolutely indisputable that its good use could significantly contribute to the social and digital conditions. The Brazilian government, since they installed the digital system, believes in the alternative and marked this desire in 2010, with the guidelines of the citizen channel. In this context, this project addresses important questions of public interactive applications to the digital TV mainly questioning the source and the managing of the interactive context to be available in this new form of TV. For a citizen in the role of the viewer, interacting with their TV equipment for some public service in a transparent way, it is necessary to evaluate how this service was sent and consequently what is the role played by the station and by the public body responsible by the service. Thus, this project aimed at the creation of a system managing the service that should be used by the employees of a public secretary with the main objective to insert public contexts specifically in the working area and receive the requests of the service by the citizens. This creation demands to insert a new component in the life cycle of an interactive application, allowing the TV station to dispense responsibility over the authority of installing the public service. To demonstrate the feasibility of the proposal, the GSP (Manager of Public Service) system was actually implemented showing specifically the creation of the interactive contexts and the managing of the services requirements. It was also implemented an application demonstrating the interaction of the citizen using the public service through the TV. Aspects related to the interface usability were considered and evaluated in the implementation of the GSP system and also of the interactive TV application / Mestrado / Ciência da Computação / Mestre em Ciência da Computação

Orientador: Carlos Alberto Vogt / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Estudos da Linguagem / Made available in DSpace on 2018-08-20T01:42:51Z (GMT). No. of bitstreams: 1 Antenor_Samuel_M.pdf: 885883 bytes, checksum: 3e5b1d6900e0337ab0e2cc9dab068a00 (MD5) Previous issue date: 2012 / Resumo: O presente trabalho tem por objetivo investigar o papel da interatividade na constituição de um modelo de percepção pública da ciência e da tecnologia (C&T), com vistas a uma análise da divulgação científica da saúde em mídias digitais. Para tanto, partimos do pressuposto de que os usuários dessas mídias, valendo-se de recursos que considerem a troca de informações e a interação entre diferentes agentes, mediada por recursos tecnológicos como a Internet, possam tomar parte na constituição de um modelo participativo de divulgação científica, com a ampla partilha de conteúdos científico-culturais. Como metodologia, buscamos estudar um caso específico de divulgação científica da saúde via Internet, com base no conceito de Cultura Científica, o qual considera o percurso que envolve o desenvolvimento científico como um processo cultural, do ponto de vista de sua produção, da difusão entre pares, do ensino e da educação, ou ainda de sua divulgação na sociedade. Nesse sentido, como primeira hipótese, pensamos que a divulgação científica via Internet poderia permitir a adoção de uma posição que considerasse a participação dos cidadãos nesse processo, de modo a tornar possível a troca de informações em diferentes esferas de espaço-tempo e de forma multidirecional. Por conseguinte, nossa escolha investigativa difere dos estudos sobre comunicação pública da ciência que definiram esse enfoque como modelo de déficit, o qual pressupõe o conhecimento como parte do domínio dos que fazem ciência e a aplicam, limitando a maneira como essas informações chegam ao público ? hierarquicamente e numa única direção ?, conjugando uma suposta superioridade de quem detém o conhecimento científico com a suposta incapacidade ou limitação de compreensão e interpretação das demais pessoas. Em nossa segunda hipótese, pensamos que, na medida em que se abandone a noção de déficit de conhecimento, poder-se-ia promover não só a participação e a interatividade entre as várias esferas da sociedade, mas também uma profunda reflexão da parte de todos os envolvidos com a produção e divulgação científicas. Para tanto, buscamos analisar se ? e em que medida ? esta participação permite que os cidadãos usuários das mídias digitais "interajam" não apenas com instâncias diversas, mas também entre si; se essa participação contribui ou não para o processamento crítico de informações; e se pode ou não reorientar os processos comunicacionais. Para desenvolver nosso trabalho, dividimos o texto em cinco partes, compostas por quatro capítulos e uma conclusão. Na primeira parte, buscaremos tratar, em linhas gerais, do campo da percepção pública da ciência e da tecnologia, discorrendo sobre os modelos de percepção, estabelecendo contrapontos entre o modelo de déficit e o modelo participativo, a partir de pressupostos metodológicos da Cultura Científica, com base em autores como Carlos Vogt e Carmelo Polino. Na segunda parte, buscaremos discutir um ideal filosófico para a área, o qual teria na crítica ao positivismo, feita por Walter Benjamin, as bases de uma possível crítica que o modelo participativo dirige ao cientificismo. Em nossa terceira parte, propomos discutir o papel da interatividade na constituição dos modelos de percepção, para o que trabalharemos com a visão de Marshall Mcluhan, sobre os meios de comunicação como extensões do homem, e de Pierre Lévy, sobre virtualidade e ciberespaço. Para tanto, buscaremos exemplificar e discutir, na quarta parte desta dissertação, mecanismos e experiências de divulgação científica dos temas da saúde via Internet, mais especificamente em um recorte sobre questões retratadas pelo Canal Saúde, da Fundação Oswaldo Cruz (Fiocruz). Por fim, uma quinta parte fecha o trabalho, com as principais conclusões a que chegamos durante nossa pesquisa de Mestrado / Abstract: This study aims to investigate the role of interactivity in building a model of public perception of science and technology (S&T), with a view to an analysis of scientific health in digital media. For this purpose, we assume that users of these media, using resources that consider the exchange of information and interaction between different agents, mediated by technological resources like the Internet, can take part in the establishment of a participatory model of scientific with wide sharing of scientific and cultural content. As a methodology, we study a specific case of scientific health in the Internet, based on the concept of scientific culture, which considers the route that involves the scientific development as a cultural process, in terms of its production, dissemination peer, teaching, education and outreach in society. In this sense, in a first hypothesis, we think science communication in the Internet could allow the adoption of a position to consider the participation of citizens in this process in order to make possible the exchange of information in different spheres of space-time and in a multidirectional form. Therefore, our choice differs from investigative studies of public communication of science that defined this approach as a deficit model, which assumes knowledge as part of the field of science and apply that are limiting the way that information reach the public, combining supposed superiority of one who has the scientific knowledge with the alleged incapacity or limitation of understanding and interpretation of others. As a second hypothesis, we think, in that it abandons the notion of lack of knowledge, we would not only promote the participation and interactivity between the various spheres of society, but also a reflection on the part of everyone involved with the production and dissemination of science. For this, we examine whether - and to what extent - this participation enables citizens of digital media users "interact" with not only several instances, but also among themselves; if such participation will contribute or not to process critical information; and whether you can redirect the communication processes. To develop our work, we divide the text into five parts, consisting of four chapters and a conclusion. In the first part, we try to treat the field of public perception of science and technology, discussing models of perception, providing counterpoints between the deficit model and the participatory model, from the methodological assumptions of Scientific Culture, based on authors such as Carlos Vogt and Carmelo Polino. In the second part, we try to discuss a philosophical ideal for the area, which would have the critique of positivism, made by Walter Benjamin, the groundwork for a possible criticism that the participatory model runs to scientism. In our third part, we propose to discuss the role of interactivity in the constitution of perception models, for which work with the vision of Marshall McLuhan on the media as extensions of man, and Pierre Lévy on virtuality and cyberspace. For this, we will seek to exemplify and discuss, in the fourth part of this thesis, mechanisms and experiences of scientific disclosure of health issues in the Internet, a clipping issues portrayed by Canal Saúde, an IPTV produced by Fundação Oswaldo Cruz (Fiocruz). Finally, a fifth part closes this work with the main conclusions reached during our master research / Mestrado / Divulgação Científica e Cultural / Mestre em Divulgação Científica e Cultural

This research aims to explain the process that previous researchers have discussed concerning the consumer virtual experience, using three-dimensional (3D) product visualisations, within online retailers. In addition, this research aims to identify the main advantages of using 3D product visualisation in comparison to two-dimensional (2D) static pictures within online retailers. Moreover, using the online Stimulus-Organism-Responses (S-O-R) paradigm, this research aims to model the effect of 3D product visualisation on consumers’ perception and responses towards the online retailer environment. Given that the appearance of the notion of telepresence or presence and their implications on the online retailer, many scholars attempt to build and develop models that can suit these notions online. However, this thesis argues that the notion of 3D telepresence is not the proper terminology to be used within the online retail context and therefore, this research raises the following question “how do consumers perceive 3D product virtualisation (telepresence) compared with 3D product authenticity on online retailers’ websites?” The effects of 3D product visualisation and 2D static pictures have been raised during the past decade to determine which is better for the online consumers. Marketers and information system scholars started wondering about the best device that can generate hedonic and utilitarian values for the consumers. To investigate the main impact of 3D product visualisation and 2D static pictures on hedonic and utilitarian values, this research raises the following questions: How do consumers perceive 3D hedonic values compared with 2D hedonic values on online retailers’ website? How do consumers perceive 3D product visualisation utilitarian values compared with 2D utilitarian values on online retailers’ website? This thesis, based on the previous literature in interactivity and vividness, narrowed down the 3D authenticity antecedents to the control and animated colour constructs. Moreover, to determine the effect of the progressive levels of control and animated colour constructs on the 3D authenticity construct, it raises the following research question: How do different levels of 3D control and animated colours influence 3D authenticity? To determine the effects of the progressive levels of 3D hedonic and utilitarian values on behavioural intention construct, this thesis raises the following research question: How do different levels of 3D hedonic and utilitarian levels influence behavioural intentions? Based on the online S-O-R framework, previous studies investigate the impact of the whole website e-retail environment (many stimuli) on consumers’ responses. Yet, this is the first study that is using one stimulus, namely 3D laptop product visualisation to investigate its impacts on consumers’ perceptions and responses using the online S-OR paradigm. Therefore, this thesis raises the following research question: How do control, animated colours, 3D authenticity, hedonic and utilitarian values affect consumers’ behavioural intention? The results reveal significant differences between 3D telepresence and 3D authenticity constructs. 3D telepresence involves an illusion or a sense of being transported to another place, whereas 3D authenticity refers to the ability to imagine a virtual object as real. The 3D authenticity construct is more significant in simulating an online retailer’s products. The proposed online S-O-R conceptual model achieves acceptable fit and the hypothesised paths are all valid. This research adds to the marketing literature the notion of 3D authenticity and contributes a valid scale to measure that new variable. Moreover, it is the first study that connects and uses the antecedents of 3D authenticity (S), control and animated colours, to investigate their impact on 3D authenticity, hedonic and utilitarian values (O), and the impact of the Organism constructs (O) on behavioural intention (R). Furthermore, the final framework considers the first framework that has studied the impact of one stimulus using the online S-O-R framework on an electronic retailer website environment. Indeed, to the best of the researcher’s knowledge, this is the first study that uses a UK sample to investigate the effects of an authentic 3D product visualisation in an electronic e-retailing industry (i.e., laptops).

I denna uppsats undersöks två svenska ideella organisationer utifrån hur de marknadsför sig i sociala medier. Utgångspunkten ligger i olika teorier om hur Internet i och med Web 2.0 blivit en plattform för social interaktion och vilka sociala medier som når ut till många människor. Fokus ligger både på hur organisationerna resonerar kring marknadsföring samt vilka användarbeteenden som finns och hur dessa kan påverka den virala spridningen av marknadsföring på Internet. För att få en inblick i detta har vi utfört intervjuer med representanter med ansvar för sociala medier i de två organisationer som undersökts samt utfört kvantitativa datainsamlingar där vi fört statistik över organisationernas utveckling i de sociala medierna sett till siffror. Utifrån teorier om olika aspekter kring sociala medier samt den kvalitativa och kvantitativa datan har vi kunnat se mycket som pekar mot att sociala medier idag är framstående när det gäller marknadsföring på Internet. / This essay investigates how two nonprofit Swedish organizations market themselves in social media. The foundation is different theories about how Internet in connection with Web 2.0 has become a platform for social interaction and theories about what social media is prominent in terms of reaching out to many people. This essay focuses both on how organizations experience marketing in social media, what user behavior can be distinguished and how it might affect the viral spread of the organizations’ publications online. To gain insight, we performed interviews with representatives who are responsible for the organizations’ social media, and performed quantitative data gathering, in which we conducted statistics on their development in social media in terms of numbers. Based on theories about various aspects of social media and the qualitative and quantitative data, we could see several aspects that indicate that social media are outstanding when it comes to marketing online.

Today's living room context offers more and more possibilities when it comes to when and how to interact with the television and media content offerings. Buzzwords such as "TV Everywhere" is something that both hardware manufacturers, content providers and television networks are pursuing to great lengths. At the core of such marketing schemes is the availability of platform-independent content consumption. In a Utopian setting, the end-user should never have to worry if he or she is currently using a smart TV, tablet, phone or computer to view a video or photos, play music or play games. Taking the concept even further, the devices should also be able to connect and communicate with each other seamlessly. Having for example a television set (first screen) controlled by a mobile phone (second screen) is commonly referred to as companion device interaction and is what this thesis has investigated. More specifically, a way of discovering and launching a first screen application from a second screen application using the zero configuration discovery protocol named DIAL has been implemented into a cross-platform messaging solution. A case study was conducted to gather data about the system and its context as well as what was needed of the framework in terms of architecture design, use cases and implementation details. A proof of concept application was developed for Android that used the proposed framework, showcasing the ease of use and functionality presented in integrating DIAL into such a solution. Since DIAL is so well-documented, easy to understand and is becoming one of the industry standards among consumer electronic manufacturers in terms of device discovery, I believe it should become a standard for so called zero configuration companion device interactivity.

Multimedia technology in theatre is nothing new, but various companies in modern and post-modern Japan, such as Dumb Type, Hatsune Miku, and the robot theatre of Oriza Hirata and Hiroshi Ishiguro, have been experimenting with mediatized technology. This thesis hones in on these Japanese multimedia theatres. It studies the origins of mediatization in theatre, looking at the impact of the innovations made by Adolphe Appia. Furthermore, the growing impact of media technology can create a perception of ‘Liveness’ of these artificial actors. Liveness is a critically important concept, both on and off stage, affecting how one perceives the non-human and the type of relationships that are conveyed between the human and non-human actor, as well as the non-human actor and its human audience. This thesis covers the productions of “A One Woman Show” and a spoiler-heavy discussion on "Super Danganronpa 2 The Stage ~Sayonara Zetsubō Gakuen~" within the context of the impact of projections on stage. Robots and the uncanny valley are also reviewed, with the play "Sayonara" as the primary case study within this topic. Then the thesis analyzes the experimental human theatre of Dumb Type, focusing on their plays "S/N" and "pH," as well Vocaloid concerts and the impact of these characters, especially Hatsune Miku, upon the fans. In the course of this analysis, reasons are suggested as to why these technological innovations have found particular success in Japan. / Graduate

Facebook boasts an audience approximately three times as large as the next most popular social media networks, so it comes as no surprise that brands are devoting substantial resources to engage with their fans on the world’s most widely used social networking site. Television shows are among those brands using Facebook as a platform to connect with consumers, and their potential for fan relationships is unique from those of other brands, but there are, as of yet, no published scholarly articles for driving Facebook fan engagement and loyalty for a television show. This mixed methods study uses an ethnographic content analysis of the Facebook fan page for the series Orange is the New Black in order to evaluate the engagement of various types of posts and compare that information with scholarly research and industry best practices in order to inform an online user survey. The survey of 452 adult fans of TV show Facebook pages revealed which types of posts most engage audiences in ways that fostered engagement, parasocial interaction, and ultimately, viewing loyalty.

[pt] Reconhecendo a importância do trabalho de investigação dos novos modos de interação verbal nas sociedades modernas, este estudo procura investigar um contexto de produção da fala que se singulariza pela mediação da burocracia e da tecnologia influindo, de forma direta, sobre a regulação das trocas entre os falantes: atendimentos a clientes via Call Center. Partindo da teoria da Análise da Conversação, que sistematiza o comportamento verbal dos sujeitos em interação quando em estado de conversa, buscamos descrever as regularidades formais observáveis nesse contexto peculiar de produção da fala, destacando os desvios do padrão conversacional canônico, de modo a apontar para as ações verbais através das quais os participantes realizam as tarefas institucionais. Nosso foco de investigação recobre o sistema de reparo. A busca de especificidades relativas aos processos de (re)formulação da fala em interação vincula-se ao empenho de caracterizar nosso contexto de produção da fala de modo a que se possa melhor compreender a natureza da troca de informações e da construção da interatividade entre os participantes nesse cenário. / [en] Acknowledging the importance of investigation on new forms of verbal interaction in modern societies, this work investigates a context of speech which is unique due to the direct influency of the burocracy and technology on the regulation of exchanges between speakers: the Call Center service. Based on conversational analysis which systematizes verbal behaviour of interactants when in state of conversation, we intend to describe formal patterns in this peculiar context of production of speech, highlighting the deviations concerning canonical conversational pattern, showing the verbal actions through which the participants elaborate their institutional tasks. Our focus of investigation covers the system of reppair. The search for especificities regarding the processes of (re)formulation of speech in interaction reflects our interest in characterizing our context of production of speech aiming to broaden our understanding of the nature of the exchange of information and the construction on interactivity among participants in this scenario.

[pt] O surgimento e a popularização de meios de comunicação interativos, como a Internet, fizeram com que o discurso da interatividade se difundisse e fosse absorvido pelas emissoras de televisão ao redor do mundo. A presente dissertação tinha como objetivo investigar de que forma os telespectadores estão percebendo o uso desse discurso na televisão brasileira. Primeiramente, nele são analisadas: (a) a relação entre a televisão e o telespectador, (b) a difusão da palavra interatividade, (c) os principais programas que vêm utilizando este discurso e, finalmente, (d) os conceitos de multimídia e convergência. Posteriormente, são apresentados os resultados de 10 entrevistas face-a-face realizadas com homens e mulheres brasileiros, telespectadores típicos e usuários da Internet. A análise do discurso desses entrevistados revelou a existência de dois tipos distintos de telespectadores: os potencialmente interativos e os não interativos. Ambos não percebem a TV como um meio de comunicação interativo. Para eles, o discurso da interatividade está vinculado a um novo estilo de programa que a TV vem divulgando. / [en] The advent and popularization of interactive communications media, such as the internet, led to the dissemination of the discourse of interactivity. Such a discourse was absorbed by television broadcasters worldwide. The present dissertation had the goal of investigating how television viewers perceive the use of this discourse in Brazilian television. Primarily, the following are analyzed: (a) the relationship between television and television viewer; (b) the diffusion of the word interactivity; (c) the main TV shows that have been utilizing this discourse and, finally, (d) the concepts of multimedia and convergence. Lastly, the results of 10 face-to-face interviews with typical Brazilian male and female television viewers, who are also internet users, are presented. The analysis of the interviewees' replies revealed the existence of two distinct types of television viewers: the potentially interactive and the non-interactive ones. Both do not perceive the TV as an interactive communications medium. For them the discourse of Interactivity is associated with a new style of television shows that broadcasters are promoting.