Interactivity
What comes to my mind at first when I think about interactivity is the dialogue between human beings. The expression interactivity therefore describes two-way-communication as opposed to the traditional one-way-communication.
Social Web
In my eyes, the flagship of interactivity is the social web. It enables everybody to create its own content and make it available to other users. Therefore, every user is able to reach publicity and to get in touch with other users by interacting, sharing knowledge, spinning networks.
Mass Media
That's why interactivity contradicts the functioning of the mass media: One sender (e.g. the press or the TV) wants to reach as many receivers as possible. In the present the mass media struggle to adapt to the given challenges of the Social Web.
Public Relations
So, what are the effects of interactivity on companies? Organisations have to adapt their public relations to the new needs of the targets. It's vital to grant the opportunity to give feedback and to interact with the company.
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