Continuums of
Interactivity
One way to consider the meaning of interactivity is to envision all experiences (and products) as inhabiting a continuum of interactivity. On one side are passive experiences like reading a typical book or watching television. While some have argued that even in these events there is an interaction between the mind and the device or the imagination and the story, these are somewhat esoteric and philosophical notions. In comparison, these activities don't exhibit the kinds of choice, control, productivity, or creativity of experiences like painting, conversing, or producing a television program. The difference that defines interactivity can include the amount of control the audience has over the tools, pace, or content; the amount of choice this control offers; and the ability to use the tool or content to be productive or to create.
Therefore, all products and experiences can be placed along this continuum. It is important to note that there is no good or bad side of this continuum. The only judgment should be if the level of interactivity or place along the continuum is appropriate to the goals of the experience or the messages to be communicated.
Interactivity is different from
production value or "richness." Typical television
programs and films can have incredibly rich stories, techniques,
and presentations, but offer almost no interaction except turning
the channel or leaving the theater. Compare this with the experience
of improvisational comedy in which a story is created as the
audience watches, gets involved by offering suggestions, or even
joins in the action.
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Copyright 1994 Nathan Shedroff