From Douglas Adams’s 1999 essay, How to Stop Worrying and Learn to Love the Internet: “Interactivity is one of those neologisms that [fuddy-duddies at the BBC] like to dangle between a pair of verbal tweezers, but the reason we suddenly need such a word is that during this century we have for the first time been dominated by non-interactive forms of entertainment: cinema, radio, recorded music and television. Before they came along all entertainment was interactive: theatre, music, sport — the performers and audience were there together, and even a respectfully silent audience exerted a powerful shaping presence on the unfolding of whatever drama they were there for. We didn’t need a special word for interactivity in the same way that we don’t (yet) need a special word for people with only one head. I expect that history will show “normal” mainstream twentieth century media to be the aberration in all this.”