Digital technology is the factor responsible for the emergence of

Digital technology is the factor responsible for the emergence of interactive media culture.

Digital platforms let audiences respond, contribute and shape content instead of only receiving it.

Two-way exchange, user participation and instant feedback are the hallmark of this interactive turn.

Mass media culture rests on one-way broadcasting to a passive audience, which digital interactivity moves beyond.

An impersonal media culture implies distance and detachment, the opposite of the engaged interaction digital tools enable.

A personal media culture stresses the individual's private use, whereas the defining mark of digital technology here is interactivity.