We are just beginning to deal with this new kind of electronic media. Aside from the telephone, most electronic “words” did not include an interactive component. They were instruments of mass communication, and the flow of information was one way. But with the introduction of interactivity, receivers could become sources. This has already had far-ranging impact and effects, and these will increase dramatically in the near future.
Interactivity expanded greatly with the Internet when it was combined with the computer. Individuals could now add information to the persuasion process and sources were forced to take these inputs into account and to adjust to them accordingly. In effect, feedback became the major determinant of persuasive strategy.
Interactivity also sapped media time away from traditional forms of electronic media of mass communication like television and radio. With interactivity, video games can be used to advertise goods and services via “adver-gaming.” With interactivity, virtual reality can be used to do personal selling. Soon you can go to a virtual auto dealer or a virtual clothing store and virtually have a test drive or try on a virtual wardrobe, testing various combinations of style, size, and color and decide whether to purchase or not, all of which used to be done by sales persons.
