| Eagora

In 2007, a new model of political interactivity was devised built upon McMillan’s (2002) dominant model of interactivity. The McMillan model focused on one-to-one communication, characteristic of early World Wide Web design. It can be considered a model of interactivity of what is now called “Web 1.0.” The new model (figure 1) describes three-way communication emphasizing that users can generate content and “publish” to a third party on political websites. The definition of publication has evolved out of legal usage, particularly defamation law. The model applied to what has become known as “Web 2.0” and generally reflects the growth of user-generated content. The model is multidisciplinary, integrating the disciplines of communication, political science, and science, technology and society. It has been cited in over 90 publications in 15 countries: France, Germany, the United Kingdom, Italy, Brazil, the Philippines, Zimbabwe, Sweden, Romania, Denmark, Estonia, South Africa, Canada, Russia, and Korea. Although originally aimed at political deliberation, the model has been used in other contexts such as marketing. Given the heuristic value of the model, it is now time to take stock by reviewing the literature, operationalizing concepts, and applying it to new phenomena and the new features of Web 3.0. The paper to be presented at the conference present the new model with its updated changes.