Contributing a few dollars, or a few thousand dollars – or, if you have billions, its many-millions equivalent – represents a kind of interactivity.
It seems touch devices like the iPad could add another dimension to media through a kind of interactivity with the graphics.
As haphazard as it can sometimes seem, this kind of interactivity is digital's edge over traditional campaigning.
In an interview, Mark Burnett, the executive producer of the Video Game Awards and the mastermind behind "Survivor," "The Voice" and many other reality shows, said he believed this kind of interactivity was on the verge of changing television.
Not only does it have at its heart the kind of "interactivity" that is so popular among visitors to Tate Modern, but also, with its apocalyptic vision, it seems deeply in tune with the times.
Stringing together the farm-to-table movement and a bloggy kind of interactivity, they have gained a following among food lovers, mostly in their 20s and 30s, who have an opinion on local versus organic, prefer intimate and casual to grand and ceremonial, and are open to meeting people and building connections in new ways.
The kind of interactivity typical of video games can also be found in artworks made without computers (see Lopes 2010: 49).
With the evolution of the web to a discovery and entertainment-driven medium, this kind of interactivity is huge.
"Where else can you get this kind of interactivity with real football greats?" asks Anthony Asnes, Pseudo's president, chief operating officer and interim-chief executive officer.
"Our game designers, writers, and artists are going to give Dexter's morally complex world the kind of interactivity that gamers will love".
Making it possible is Ajax (Asynchronous JavaScript and XML), a programming technique that gives Web sites the same kind of interactivity and speed that desktop programs have traditionally had.
