Sunday, February 12, 2006

Passivity ≠ interactivity

Here’s a spot-on observation from Jeff Jarvis, in a post entitled Interaction vs. reaction: But enough about you…:

The problem with media’s definition of interactivity is that’s all about controlled reaction to media’s agenda: Come talk about our stuff. It is designed like a children’s museum, with buttons you can push to keep you busy and happy. That may not be the intent, but it is the result and message of forums and chats and blogs that are about what the newspaper publishes. And it misses the point.

This applies, of course, not only to media. The same could be said for about 99% of the business and advertising world’s definition of interactivity. It tends to go something like this…

"Passivity ≠ interactivity" continued...