Interactivity of online media: functional tasks and forms

This article describes the application of the main feature of online media - interactivity. The author considers this concept in a narrow and broad sense. The study focuses on feedback as a form of interactivity. Speed, ease of dialogue / polylogue on the part of the recipient of information, as well as the degree of immersion in the process of creating and/or disseminating content are important elements of online media. The paper also describes the most frequent and traditional forms of feedback for online media, while also mentioning those that can be attributed to this format only under certain conditions. Internet media are technical made up of websites, and therefore, the article describes an important area of activity for interaction with target groups - web presence - providing recommendations for effective work in this area. Studying the functioning of online media as described above and taking into account the list of functional tasks set out in the article will allow us to form a systematic view on the organization of communication with the consumer of information. It will allow us to monitor his preferences, views, opinions, suggestions and objections for more productive, client-oriented, and trustworthy editorial work.