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Suggesting that all media forms - historical and contemporary - can be reconceptualized in light of recent understandings of interactivity, it is argued that control over the text and its narrative as mythically \u2018finished\u2019 products is struggled over between an authorial desire for finality and an audience desire for control over the arrangement, (re)configuration and (re)distribution of the text. This struggle takes place across the sites of technological developments of textual control versus full interactivity, and in the realms of both media theory and media law.<\/jats:p>","DOI":"10.1177\/1461444806059922","type":"journal-article","created":{"date-parts":[[2006,2,2]],"date-time":"2006-02-02T08:43:30Z","timestamp":1138869810000},"page":"139-158","source":"Crossref","is-referenced-by-count":92,"title":["Audience inter\/active"],"prefix":"10.1177","volume":"8","author":[{"given":"Rob","family":"Cover","sequence":"first","affiliation":[{"name":"Victoria University of Wellington, New Zealand,"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2006,2,1]]},"reference":[{"key":"atypb1","doi-asserted-by":"publisher","DOI":"10.1177\/14614440222226361"},{"key":"atypb2","doi-asserted-by":"publisher","DOI":"10.4324\/9780203321454"},{"key":"atypb3","volume-title":"The Pleasure of the Text","author":"Barthes, R.","year":"1975"},{"key":"atypb4","volume-title":"Image\/Music\/Text","author":"Barthes, R.","year":"1977"},{"key":"atypb5","volume-title":"Illuminations","author":"Benjamin, W.","year":"1992"},{"key":"atypb6","volume-title":"Video Games: A Popular Culture Phenomenon","author":"Berger, A.A.","year":"2002"},{"issue":"1","key":"atypb7","first-page":"16","volume":"14","author":"Bordewijk, J.L.","year":"1986","journal-title":"InterMedia"},{"key":"atypb8","first-page":"332","volume-title":"The Audience Studies Reader","author":"Brooker, W.","year":"2003"},{"key":"atypb9","volume-title":"The Power of Identity","author":"Castells, M.","year":"1997"},{"key":"atypb10","author":"Cochrane, N.","year":"2002","journal-title":"The Age"},{"key":"atypb11","doi-asserted-by":"publisher","DOI":"10.4324\/9780203358955"},{"key":"atypb12","doi-asserted-by":"publisher","DOI":"10.1111\/j.1083-6101.2001.tb00137.x"},{"key":"atypb13","volume-title":"Writing and Difference","author":"Derrida, J.","year":"1978"},{"key":"atypb14","volume-title":"Limited Inc.","author":"Derrida, J.","year":"1988"},{"key":"atypb15","volume-title":"\u2018Culture Jamming: Hacking, Slashing and Sniping in the Empire of Signs\u2019","author":"Dery, M.","year":"1993"},{"key":"atypb16","doi-asserted-by":"publisher","DOI":"10.1177\/14614440022225751"},{"key":"atypb17","volume-title":"The Role of the Reader: Explorations in the Semiotics of Texts","author":"Eco, U.","year":"1979"},{"key":"atypb18","first-page":"225","volume-title":"Hyper\/Text\/Theory","author":"Ess, C.","year":"1994"},{"key":"atypb19","volume-title":"Language, Counter-Memory, Practice: Selected Essays and Interviews","author":"Foucault, M.","year":"1977"},{"key":"atypb20","volume-title":"Communication, Technology and Society","author":"Green, L.","year":"2002"},{"key":"atypb21","volume-title":"Empire","author":"Hardt, M.","year":"2000"},{"key":"atypb22","first-page":"208","volume-title":"The Adoring Audience","author":"Jenkins, H.","year":"1992"},{"key":"atypb23","volume-title":"\u2018Interactive Audiences? 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