Health communication and the internet: Relations between interactive characteristics of the medium and site creators, content, and purpose

This article examines the level of interactivity at health-related sites on the Internet. Sites most likely to utilize the interactive capacity of the medium were those created by nonprofit or government organizations, those in which the content focused on diseases or medical practice, and those designed primarily for the purpose of dialogue or information dissemination. Sites least likely to use the interactive capacity of the Internet were those created by for-profit organizations; those in which the content focused on wellness, alternative medicine, public service, or industry service; and those designed primarily for the purpose of education, sales, or publicity. Measures of interactivity that show the greatest promise for further studies of computer-mediated communication are Complexity of Choice, Responsiveness, and Interpersonal Communication.