When the operational form of the journalistic process is executed in a different format, it will be interpreted differently. This is contributable to the effect that the online interface is creating a new form of journalism, which uses different protocols to communicate it’s message. Three key parts, as discussed by Mark Deuze (2003), are: 1. the ability to become hypertextual (i.e. create content within content by the use of hyperlinks to other sources); 2. interactivity (i.e. adding social features to the content/the webpage’s interface) and 3. multimedia (i.e. adding film, photo and sound in order to provide extra information on the given subject, or add aesthetic value to the text). Because of these singular abilities online, ‘non-traditional’ features have become prominent to the role of designing the form and content of an online news source. In the case of Deuze these are: Adaptive interactivity, navigational and functional.
As explained in chapter one, a medium, especially nowadays, cannot operate in a singular form. Interactive media communicate through different platforms, giving the user the possibilities to switch and change his or her focus amongst several differently designed interfaces. The notion that a medium nowadays is not able to function in isolation changes the design of the interface and instigates new procedures in order to support the users need for social interaction. For a medium to gain legitimacy there needs to be a point of recognition, in which the user recognizes and accepts references he/she has experienced earlier, seen by this user as other trustworthy media. The elements used to trigger the memory of the user act as manipulator, which is meant to create an arbitrary symbolic manipulation, (re-)creating an appearance of authority.
This forms a continuous reciprocity of hypermediacy, which in effect creates this authentic feeling. Creating something that will be transparent, which enforces it’s status of a trustworthy source of information, depends on a ‘cultural literacy’. This literacy isn’t always directly obvious when looking at the interface, as it occurs in specifically designed details (Phillips, 2010). In order to experience this transparency the user has to acknowledge and understand the literacy of the medium. In other words, media have to evoke hypermediacy through its interface, in order to prevent the users previous experience from becoming a liability. To implement what we have demonstrated in the previous chapter and apply this concept to a news source, we need to look at how users interact with the media and what the properties of this media’s authoritative role is.