Contrasting interactivities: BBC Radio message boards and listener participation

Through a case study of BBC Radio message boards, this article explores the relationship between new interactivity, as exemplified by online forums, and methods of contact associated with radio's long history of encouraging listener feedback and participation. It considers the unresolved definition of interactivity as it relates to traditional and new media, and it suggests that provision of an environment that encourages deliberation is important not only for politically oriented radio but also for entertainment radio. Open-ended survey responses from 76 users of the Radio 1 and Radio 2 message boards demonstrate a perception of the boards as a site for communicating with the BBC as well as with other listeners, with features and tools not always successfully facilitating both roles. Salient foci include user experiences with contacting the BBC, user understanding of the purpose of the boards and user frustration around the terms of board communication.