Alternative communication forms in raising public awareness: The interactive documentary

Abstract

This research examined how digital media created the framework for the evolution of new communication and storytelling forms and their connection to public awareness. It attempts to shed light upon the genre of interactive documentary as a new hybrid genre of documentary that employs various multimedia tools that promote audience participation during the evolution of the narrative. The key issue that was addressed was whether this genre can promote public awareness and intention for behavioral change through its inherent potential for audience participation. The experimental part of the study included an audiovisual production of mini documentaries that incorporate different interactive elements, such as quizzes, images, hyperlinks, etc. Quantitative research was carried out to identify audience’s perspectives on the genre of interactive documentary, as well as its impact on their awareness. The findings revealed a positive effect on public awareness, while the interactive features enhanced participants’ engagement, memory, and active thinking.