Learning from Web-based news: The role of interactivity and motivation

This study explores the value of interactivity for journalism. The study had two primary goals. The first was to test the effects of interactivity on learning. The second goal was to explore the role of motivation in learning from interactive media. I proposed that extrinsic motivation might explain differing results of media learning research in the fields of education and mass communication. If this proposal was correct there would be an interaction between interactivity and extrinsic motivation.; Hypotheses were tested using an experimental design. Study participants were assigned one of four Web news stories with structures that varied in their support of interactive exchange. Half the study participants were told they'd be tested on the stories after reading them. This was the extrinsic motivation. The other half were also tested but they were not told about the test ahead of time.; Results of hypothesis testing were heavily dependent on which measure of learning was employed. A traditional multiple-choice test of recognition verified an effect of motivation but not of interactive behavior. A comprehension measure of learning, supported by the cognitive constructivism theory of learning employed in this study, supported an effect of interactive behavior but not of motivation. An interaction between motivation and interactive behavior was also verified by the comprehension measure.; Explanations for the findings are proposed and implications for mass communicators discussed.