What do users associate with ‘interactivity’?

‘Interactivity’ was one of the major buzzwords of the 1990s. Although the academic discourse has produced a large number of different concepts of ‘interactivity’, in everyday life it still remains a label put on all kinds of aspects of online communication and digital media. Drawing on schema theory this article explores the concepts of ‘ordinary’ users (i.e. people who are not professional experts). The results indicate that users associate the foremost social and individual issues with the term ‘interactivity’, i.e. what they can accomplish by using media in terms of self-development, social influence and social relationships.