Interactivity:

(Online) Interactivity describes the users’ possibilities and “ability to directly intervene in and change the images and texts they access" (Lister 20). It is one of the key characteristics of new media. As a consequence of interactivity the viewer and reader of online text mutates from a rather passive consumer to a more active user, a “prosumer” (Lister 33). An essential precondition for this form of interactivity is digitality. However, there do exist other forms of interactivity in analogue media which do not enable the user to intervene directly and make changes but to become active to a certain degree, e.g write letters to the editor.

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