In comparison with traditional media such as newspapers, Internet mass media products rely increasingly on a hypertext structure and on the integration of different channels of communication (hypermedia).
In addition, they seek to convey the impression of personal, almost private communication. Audiences are carefully targeted, and media products can be customised to the personal needs and preferences of individual consumers. Online news media are also more interactive, requiring choices by users who activate some links and ignore others, and allowing users to “talk back” to the producers and interact with other users.
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