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Seeking to understand interactivity in church websites
Unformatted Document Text:  Seeking to understand interactivity in church websites Seeking to understand interactivity in church websites Introduction The proliferation of the Internet has altered the landscape of many organizations, including the Christian church as a whole. Many churches have developed a Web presence, some with great success. Some of the most popular and effective church websites are ones that allow users to engage in a level of interactivity. Interactivity has been found to be a valuable commodity in the cyber world, as every site jostles for the attention of possible users. Using the multifaceted tool for coding interactivity, developed by McMillan, Hoy, Kim, &, McMahan (2008), this study will explore the interactivity of church websites. Trends in Modern Christian Faith The unchurched are less likely to visit a traditional house of worship as the organized church in America is seeing a shift away from traditional expressions of faith. The American Religious Identification Survey recently found that 15 percent of the U.S. population claimed no religious affiliation, up from 8 percent in 1990 (ARIS, 2008). Similarly, 16.1 percent of Americans said they were unaffiliated with any particular faith, according to the U.S Religious Landscape Survey (Pew, 2008). The Barna Group found that nearly one-fourth (23 percent) of adults in America had not attended a traditional church service or an organic church service in 3

Authors: Broaddus, Matthew.
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Seeking to understand interactivity in church websites
Seeking to understand interactivity in church websites
Introduction
The proliferation of the Internet has altered the landscape of many organizations, 
including the Christian church as a whole. Many churches have developed a Web presence, some 
with great success. Some of the most popular and effective church websites are ones that allow 
users to engage in a level of interactivity. Interactivity has been found to be a valuable 
commodity in the cyber world, as every site jostles for the attention of possible users.  Using the 
multifaceted tool for coding interactivity, developed by McMillan, Hoy, Kim, &, McMahan 
(2008), this study will explore the interactivity of church websites.  
Trends in Modern Christian Faith
The unchurched are less likely to visit a traditional house of worship as the organized 
church in America is seeing a shift away from traditional expressions of faith.  The American 
Religious Identification Survey recently found that 15 percent of the U.S. population claimed no 
religious affiliation, up from 8 percent in 1990 (ARIS, 2008). Similarly, 16.1 percent of 
Americans said they were unaffiliated with any particular faith, according to the U.S Religious 
Landscape Survey (Pew, 2008). The Barna Group found that nearly one-fourth (23 percent) of 
adults in America had not attended a traditional church service or an organic church service in 
3


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