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The subject of interactive communication has been the focus of innumerable articles in the popular press.   Most of these have looked at the phenomenon through a mass-media lens, with “interactivity” reduced to advertising links and “Buy-It” buttons. And certainly not understanding the very important fact that interactivity is the most crucial aspect of all communication.   And it is certainly not determined by the expectations of media conglomerates bent on appealing to the lowest common denominator and therefore, by the inexorable and inflexible logic of broadcast, to the largest collection of passive ad receivers.