The Forms of Audience Interaction in Network Mass Communication

Vertical feedback between audience and disseminator and horizontal communication between audience and audience.

Internet media is very interactive, which is manifested in two aspects: one is the vertical feedback between the audience and the disseminator. In the process of receiving information, it is very convenient for the audience to communicate by email or other online means. Communicate with authors and editors and give timely feedback to communicators. One is the horizontal exchange of views between the audience. Internet users can communicate with each other by e-mail, or they can "post" their news information and opinions on an event to BBS, forums, blogs or podcasts to discuss with their netizens.

Mass media is a traditional media, which can only spread in one direction, and information producers can't get feedback from the audience in time. New media makes up for the shortcomings of traditional media, such as one-way communication and slow speed, and increases interactivity.