Rethinking Interactivity

This week's reading consisted of a chapter called 'Rethinking Interactivity' by Yuping Liu and L.J Shrum. In this chapter, the two writers also look at other theorist's work and sum up what they find interactivity to be. I found this reading to be very interesting as the topic of 'Interactivity' is one that I found most fascinating. I find it interesting that the progression of technology allows us to reach out more with others.

As in earlier blogs, I will define the subject in simple terms and then expand on what the author's (and in this case, other theorists) have said. For me, Interactivity is the connection that occurs between a human and a piece of technology. For example the interactivity of XBOX Live and an XBOX user. With the idea of XBOX Live, users are able to connect and 'interact' with others around the world and create a sort of 'online community' or even, 'online culture', just as long as the users are connected to the Internet. The use of the Internet also creates an online community with programs such as 'Facebook' or 'Myspace'. The idea of 'interactivity' does not just appear to be the connection between a human and a piece of technology, but can also be defined as the connection of humans through a piece of technology.

According to Blattenberg and Deighton (1991), 'interactivity is facility for persons and organisations to communicate directly with one another regardless of distance and time'. In simple terms, new technology is not the only of 'interacting' with one another. According to Liu and Shrum, users like to feel as though they are the ones with power and that they have choices with matters that effect interactivity. From this, they also want to feel safe whilst interacting. This could also link to Liu and Shrum's idea that interactivity must contain a 2 way communication between producers and consumers so that if any problems occur, the producers can fix it to the needs of the consumers.

A huge section of this chapter is named 'Active Control'. Active Control refers to a recently selected control such as a command button with a specific focus. The Internet is remarkable in ways that there are gatekeepers who monitor what users search for and we are always being surveillanced by gatekeepers. According to Hoffman and Novak (1996), there is a network of linked contents. Active control also refers to the linked interests for a user who researches them. According to Liu and Shrum's writing, active control is positively related to user cognitive involvement and user satisfaction. In simple terms, it is related to user's involvement with specific topics and also related to topics that users find satisfying. Liu and Shrum also refer to Ariely's (2000) idea that active control is also related to user learning; meaning that users can remember specific researches as their search history will still be active. This links to Hoffman and Novak.

I found this reading extremely interesting and very rewarding as some of the previous readings. It explained (and not from just one source of ideas) a deeper meaning into the topic of interactivity. I found the reading straightforward (unlike McLuhan) and very fulfilling.

Theodor Adorno and Max Horkheimer: 'The Culture Industry: Enlighntenment as Mass Deception'

Adorno & Horkheimer

This week's reading consited of Adorno and Horkheimer's ideas of 'The Culture Industry: Enlighntenment as Mass Deception'. This reading was a lot difficult than the last, (McLuhan: Medium is the Message, (See last week's post)), as it was very long and loquacious. Before reading, it was important that we understood the background of both Theodor Adorno and Max Horkheimer as it would help with the analysis of this reading. The two writers were part of the Frankfurt School, along with Walter Benjamin, Herbert Macuse and Erich Fromm. It is vital to remember that the Frankfurt School consists of Marxist theories in which main are study is Social Development.

From what I have learnt in the past about Marxism, it is clear that the Marx's are influenced by a number of different aspects, consisting of; the relationship between people who own the means of production and the rest of society, (Producers V.S. Audiences) and the concern about culture in which is colonized by capitalism, (Manipulation V.S. Enlightenment).

Diagram from Fredric Jameson's Late Marxism

For this reading it was important to understand the definition of the world 'Culture'. Culture, as a definition is a society in which follow the same norms and values in a community. This can mean that they all share the same fashion style, music genres and/or even similar beliefs. The norms and values need to come from somewhere. But the question is; where can they come from? This question links to the idea of ideology. Ideology is the ideas or manners of a thinking group, individual or social class. So from this it is clear to see  that the ideologies from certain cultures need to come from a powerful source. A relevant idea of a 'powerful source', are political leaders. They pass their ideas/beliefs to society in order for the public to decide whether or not they are good enough to lead the country. The political leader's ideas/beliefs then become what society dwells on. This can also link to Antonio Gramsci's idea of Hegemony.

Antonio Gramsci

Now that the theory behind the reading is cleared up, let me begin by briefly explaining the reading. In brief terms, Adorno and Horkheimer noted the main topic of the chapter was the 'industrialisation of culture'. According to what I had learnt in lecture and from further reading, i found that industrialisation is when social and economic change occurs and then transforms a human group from an agrarain society into an industrial one.


An aspect of Adorno and Horkheimer's studies suggested that the media can change a culture's mind and sometimes pragmatically state what beliefs that culture should follow or abide by. This can be seen in some advertising materials. The more we see the same thing over and over again, the more likely we will see this as correct and therefore, changing our views on society (and media). In a way, this is on the equivalent with politics as we are persuaded to vote for political parties.


I stand by my first feeling about the reading as I found this reading extremely difficult at first, however when I had finished the long strenuous text, I felt, myself, some 'enlightenment' as what Adorno and Horkheimer was trying to sa had finally clicked. In the words of Adorno and Horkheimer; 'To standardise media is to standardise people'. In simpler terms, if we continue to believe in dominant ideologies, and what the media says, we will all begin to act similar and therefore producing a 'standardised society'.