[ecrea] New Book: Para-Interactivity and the Appeal of Television in the Digital Age

*New Book:*

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*Para-Interactivity and the Appeal of Television in the Digital Age*


Oranit Klein Shagrir


https://rowman.com/ISBN/9781498540810/Para-Interactivity-and-the-Appeal-of-Television-in-the-Digital-Age 
<https://rowman.com/ISBN/9781498540810/Para-Interactivity-and-the-Appeal-of-Television-in-the-Digital-Age>

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/Para-Interactivity and the Appeal of Television in the Digital 
Age/ focuses on broadcast television's attempts to transition from a 
mass medium to one which addresses viewers as potentially active 
participants in simulated interactive communication. It explores both 
the transformations and the continued popularity of television in an age 
of social media and competition from interactive digital media. It 
presents the concept of “para-interactivity,” which contains features or 
elements that echo interactive communication processes considered 
characteristic of digital media and participatory culture translated 
into television's language. This novel idea helps to understand 
contemporary television and identify current and traditional strategies 
it employs in order to survive in a changing media environment.


Table of Contents

Preface

Chapter 1: Conceptual Framework: TV, Interactivity and Para-interactivity

Chapter 2: "1.0 Producers in a 2.0 World": The Dual Discourse of TV Makers

Chapter 3: Para-Interactive Paths: Inviting the Viewers to Interact

Chapter 4: Live TV as a Para-Interactive Temporal Strategy

Chapter 5: Unveiling TV's Apparatus as Para-interactive Spatial Strategy

Conclusion

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*Endorsements*

TV is dead: Long live TV! Amid the back-and-forth between those who 
would write television’s obituary, and those who think it has at last 
achieved value and maturity, Oranit Klein Shagrir provides a 
theoretically compelling and empirically-grounded understanding of the 
place of television in the contemporary mediascape. Proposing the 
concept of ‘para-interactivity’ as a key industrial-commercial strategy 
and a set of prevailing textual practices, the book builds impressively 
on traditions of television research, media production and digital media 
studies to shed light on how television strives to retain cultural and 
social significance. /Para-Interactivity and the Appeal of Television in 
the Digital Age/ is a key work for anyone interested not only in 
contemporary television as a cultural and social force, but in how 
so-called ‘old media’ construct ways to adapt, survive and thrive in 
digital times. (Paul Frosh, The Hebrew University of Jerusalem)

 From the earliest days of research on television there has been a 
counterintuitive stream of study that considers viewers to be “active.” 
Recall Herzog’s “Professor Quiz,” McLuhan’s connecting the dots, 
Blumler’s seeking of gratifications, Horton and Wohl’s talking back, 
Dayan’s performative publics. This book tells how the broadcast industry 
is trying to further “activate” the audience, hoping to find a place for 
TV among the social media. (Elihu Katz, University of Pennsylvania and 
the Hebrew University of Jerusalem)

This book—and the concept Para-Interactivity as its main 
axis—brilliantly packages contemporary television strategies, 
encapsulates future promises for its audiences in the digital age, and 
offers stimulating critical terms to understand television ‘outside the 
box.’ (Motti Neiger, Netanya Academic College)




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