As we enter an era of interactive media technology, the interface between media texts and audience is transforming, including new ways of accessing content and new possibilities for social engagement in a virtual environment, be it radio, television, the (still) largely written mode of the Internet, or a combination of all three. The late Roger Silverstone reflected that

A convenient example of this, for me, is a university website providing contact details for staff. It is now common to be contacted by students worldwide, not just those at the same university. This generates a sense of being a globally available ‘amenity’, a phenomenon that can be experienced as an imposition or a pleasure in equal measure. But the Internet also offers such amenities as interactive maps, downloadable music resources on demand and so on. The notion of ‘interactivity’ raises interesting issues of definition (see, for example, Christensen 2003, Downes and McMillan 2000, Jensen 1999, Schultz 2000). Here, I am understanding it not primarily it in terms ofenhanced content and access, but as social interaction. This final chapter turns to interactivity between members of audience communities and members of production communities: the reality and the rhetoric.