Інтерактивність, мультимедійність, гіпертекстуальність: співвідношення ключових характеристик онлайн-медіа

The article explores the interconnections between the key characteristics of online media: interactivity, multimedia, and hypertextuality. It analyzes and summarizes the main theoretical approaches proposed by Western and Ukrainian scholars and traces the evolution of academic thought under the influence of technological changes in the field of digital communications. Special attention is given to clarifying the definitions of these concepts and their functional interrelation in the current context of online journalism development. A refined definition of interactivity in the media context is proposed, conceptualized as a multidimensional characteristic encompassing the interaction between the audience, editorial staff, content, and technological environment.