Interactivity

There seems to be an endless stream of definitions for interactivity. Downes and McMillan's article provides a great structure for an ultimate definition of interactivity. As one of their respondents notes "Nobody knows, because the field of interactive communications is in its infancy, what the possibilities are. You have to base your definition of interactivity on what's out there. And it changes everyday. So your definition is going to have to have to be a bit loose in the beginning." Another respondent in the study astutely pointed out that "It is clear that interactivity is a multi-dimensional construct and each of those dimensions seems to be represented by a continuum." This idea of a continuum instead of a binary opposition between interactive and not interactive is important, especially in the context of meaning in the postmodern age.
The textbook gives McLuhan's definition of interactivity as positive in its transformation of the rigidities of a heated up print culture. I would certainly have to agree with McLuhan on this argument.
Kiouses' article provides myriad definitions for interactivity based on the work of other scholars (too many to list). He does a great job of synthesizing the body of literature and ideas surrounding interactivity. He divides the information down to three domains: technological properties, communication context, and user perceptions. Tying these ideas together makes for a comprehensive definition, stated as "Interactivity can be defined as the degree to which participants can communicate both synchronously and asynchronously, and participate in reciprocal message exchanges. With regard to human users, it additionally refers to their ability to perceive the experience as a simulation of interpersonal communication and increase their awareness of telepresence." He is also astute in stating that communication technology can mean anything from a telephone to a computer system. Many people assume this concept is only tied to computing and network technology, which is perhaps too specific. This definition, when combined with the idea of a continuum of interactivity defines the concept in the way I would.
Berners-Lee's article outlines the history of the world wide web, which has fueled the explosion of proliferation of interactivity. Without the web, would we even be having this discussion? I find it very interesting that Berners-Lee makes two statements that fit so nicely into postmodern ideas. When discussing Enquire, he describes how it led him to a vision that encompassed ideas and was decentralized, organic growth of ideas, technology and society.

Without the web and the abundant dispersion of computing technology long tail theory would not even exist. These technologies have expanded Berners-Lee's notions about what the web could do to territories he never dreamed of. The interactive features of the web such as Amazon recommendations and customer reviews make the long tail possible. The long tail is certainly a viable business model for the future. Using bits instead of atoms has allready almost destroyed the music industry, and has certainly influenced the film and publication industry as well. Netflix and Amazon still rely on atoms for the time being, but the day is coming when they will join iTunes as pure long tail business models. As technology improves and means of production and distribution continue to improve and become cheaper, businesses outside the media industry will begin to deal in bits instead of atoms. For example, customized t shirts could be designed via the web and created at home through a screenprinting machine or device that connects to a computer (wirelessly perhaps). This idea can and will in time branch out of the media and into other types of businesses. Custom furniture, clothes, cars are just a few more examples of where this business model can eventually take hold. The desire for customization and self-expression are important factors driving new media and long tail business models. Long tail businesses will succeed because as Anderson points out when discussing Amazon, "If the market for books that are not even sold in the average bookstore is larger than the market for those that are." Google allready takes advantage of the long tail of advertising.

Without "interactivity" which includes user generated content, the long tail could and would not exist as a viable business model. The long tail relies on user generated content for many of its manifestations. Only with the recent development of cheap computing technology, which has significantly improved the ability of the individual to compete with big media, has the long tail become relavant. New levels of interactivity have been and continue to be created. It is an exciting time to be both a consumer and producer of media.