This study identifies two major problems related to the theory of interactivity: how interactivity can be defined and how it can be measured. The article addresses these problems by critiquing existing classifications and scales for measuring the level of interactivity. It suggests an alternative way of looking at interactivity from the Bakhtinian perspective and states that interactivity is a relation and therefore, cannot be measured.

This study analyses the problem of change. The problem of change can be defined from the point of view of Parmenides who thought there is no change at all. This study explains how change can be viewed as narrative. If we accept that change is narrative, such approach will enable us to look at the central problem in metaphysics, the problem of change, from a fresh perspective and apply Bakhtinian concepts of ‘carnival’, ‘grotesque’, ‘dialogic relationship’, and ‘unfinalizability’ to change. The (...) discussions on change usually have been revolving around the observed system. Bakhtinian perception shows another theoretical orientation by highlighting the role of the observer who decides what the change is. Regarding the question of change for a specific object, a few questions are significant: For whom is the change happening? What is changing? When is the change happening? Where is the change happening? (shrink)

This article examines interactivity using the concept of dialogic relationships introduced by Russian philosopher Mikhail Bakhtin and the concept of transtextuality, proposed by French literary theorist Gérard Genette. These concepts help to reveal two parallel strata of interactivity: the stratum of interactivity between the viewer and the message and the stratum of interactivity that exists inside the message and its surrounding. It concludes that interactivity can be conceived as a relation and that the message is a co-creation. The study contributes (...) to the theory of interactivity, which challenges the existing – and rather limited – advertising theories and offers an alternative Bakhtinian perspective on the phenomenon of interactivity. (shrink)