A newspaper or magazine can be read in many different ways. One person may start with the sports section, while another turns first to business news. The Web, however, with its hyperlinks, can be read in many, many different ways. A medium s intelligence refers to who creates the content. For television, content is created by the producers and writers.
Viewers are passive recipients of the programming.
A Web site, however, can be designed for true interaction. The discussion of the Halfsed Jeans assignment in Chapter 11 presented examples of Web sites that incorporated interactive chat with customer service representatives. Many other sites, such as the Interactive Wall Street Journal , have a bulletin board or chat room feature that allows readers to post their comments about current articles. Your Assignment Consumers choose media all the time. They decide which TV channel to look at.