How do we determine what is interactive?
Chris Crawford (2006) relates interactivity to the archetypal example of human conversation. He explains that for a successful discussion to take place there must be at least two participants. Does this mean talking to oneself is not interactive? (My mother will be displeased) According to Crawford, each individual should “exhibit 3 competencies” consisting of listening, thinking and speaking. Presented below is a graphical illustration of this process.
Modern interactive technology
Technology has produced new opportunities for individuals to communicate. Interactive media ranges from basic mail, to gadgets such telephone and mobile, and developments including the Internet, interactive TV and computer games.
American Express has launched a new interactive campaign titled ‘My Live Story’ featuring recording artist Mark Ronson. The campaign has been designed to "uncover the UK's best music experiences – the memorable stories behind the shows, in celebration of American Express' involvement in live music and its award-winning 'Preferred Seating' programme launched last year".
To inspire individuals to submit their images and video’s online, twenty-one of the best applicants will have their experiences produced into a short film that will be revealed nationally on television. The person who enters the best ‘life story’ will win a trip to Los Angeles.
Director of brand at American Express, Tara Looney, comments: "Engaging with consumers in non-traditional ways is the most important aspect of our brand activity."
Film
Howard Rheinold, a writer, teacher and critic regarding implications of new media technology, suggests that knowledge and influence over others equals power. It could be argued that this is a possible reason as to why film and cinema is still incredibly popular despite the availability of flat screen televisions and home cinema systems. The cinema creates an environment where people get engrossed by movie. Interaction between the audience and film sparks memory and imagination. Why do I cry whilst watching The Note Book or P.s I Love You? Why do I desperately close my eyes and hide in my boyfriends shoulder to Texas Chainsaw Massacre or The Exorcist? The answer, because we process different parts of films and put ourselves in the position of diverse character persona's.
Television
It could be argued that TV programs such as The Million Pound Drop are using the concept of interactivity to gain viewer attention. Although the game show is live, they also provide an online version so that home viewers can participate at the same time either for money among users, or just for fun.
Although (according to Crawford) some forms of new media technology aren’t strictly classed as interactive, examples demonstrate that companies can utilize digital media to enhance their presence online and gain brand awareness. It could be argued that this blog is ‘technically’ interactive as you are free to write comments and we are both in a position to read, think and speak. However, would the conversation have to take place in a certain time frame for it to be truly interactive?
I agree with what you've said about the idea of cinema and how our emotions are affected by this digital media form. Also you've made a very interesting point about time frames in the television section - I've never considered this aspect of the subject before.
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