| Interactivity is, arguably, a relatively recent phenomenon. Increasingly employed as an advertising 'gimmick', interactivity functions in a number of different, often disparate ways. Interactivity, in its basic form, refers to some form of consumer involvement, usually in the form of a direct action, within the product they consume. It proffers increased information, access, power and even control for consumers. In this M/C Reviews feature, we have collected a series of thought-pieces that represent a broad range of interpretations of the terms ‘interactive’ or ‘interactivity’ as they relate to various arms of media and/or cultural studies.
So, if you’d like to ‘interact’ with us, read on!
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