These are culturally linked. We acknowledge that something dynamic goes on between presenter and receiver. Physics has evolved new ideas, and our ideas about information organization are different. Information is now more frequently thought of as a process. Presentation , at least partially, has become a mutual event.
Passivity is out.
Now, communication theory seems to think more about a mutually created event that is circular, or a mobius strip, rather than something in a linear series. Constant interactivity is almost a routine aspect of nearly every communication. As options for presenting information, explode with new technologies, it is becoming practical to consider organizing the information, and then adapt, based on the decision about in which media to make it available. Consideration of the changing nature of an audience is more important than ever. The information must be flexible, because we recognize that it will change the audience as the presentation is happening.