Interaktivní technologie
From Institute of Intermedia
New media is an expanding term that encompasses all new technologies we have today. Interactivity is seen as a key association with new media as it basically sets apart the 'old' and new medias. Old media could only offer a sit-back type interaction, whereas new media is much more engaging to their audiences. Technologies such as DVDs and digital TV are classic examples of interactive media devices, where a user can control what they watch and when. However, the Internet has become the prime model of an interactive system. Users can become fully immersed in their experiences by viewing material, commenting it and then actively contributing to it. McMillan (2005) states that interactivity can occur at many different levels and degrees of engagement and that it is important to differentiate between these levels. Use-to-user interaction via the internet; para-social interaction, where new forms of media are generated online; and user-to-system interactivity which is the way devices can be engaged with by a user. Lev Manovich (2001) also makes a clear definition of what interactivity means for the user. He refers to 'open interactivity' as actions such as computer programming and developing media systems, whereas 'closed interactivity' is merely where the elements of access are determined by the user. This definition is part of his principle of variability (one of Manovich's key features of new media).
