Sundar TIME (Theory of Interactive Media Effects, 2015) — modality interactivity (slide/drag/zoom) vs message interactivity (system responds contingently to user input — defining feature of calculators/quizzes)
Created 2026-06-20
Summary
Claim: S. Shyam Sundar's Theory of Interactive Media Effects (TIME, Sundar et al. 2015) distinguishes modality interactivity (slide / drag / zoom) from message interactivity (system responds contingently to user input — the defining feature of calculators and quizzes).
Source: Sundar et al. (2015) TIME framework.
Confidence: Verified for framework.
Why this matters for Candid: Gives Candid the precise term — message interactivity — for what makes a tool different from a video or carousel. When making the engagement case, the contingent response is the structurally distinct feature.
Related entries
Referenced by (3)
- research-notes Research notes (capture-layer top-up): why interactive online tools are psychologically engaging — six additional mechanisms (June 2026) relates-to
- reference Oh & Sundar (2015), Journal of Communication 65(2) — N=167 factorial experiment: modality interactivity (slider) produced more positive interface assessment, greater cognitive absorption, more favourable attitudes depends-on
- rule R5 — Pair interactivity with restraint: add interactive features ONLY where they let the user do something they need to; "too much interactivity" reduces deep elaboration depends-on