Interactivity in media is no longer new to anyone. Since the mid- Mexico Email List, the internet began to pave the way to become the most important and accessed media .
In fact, everything can be interactive, even watching television and changing channels during commercials. But is everything interactive in the same way. To answer this question, we first need to ask ourselves what is most relevant for content to be truly interactive. Among several answers, I present one in this article: the agency .
What is agency (or agency)
At the outset, I want to make a distinction of terms.
For students of sociology, philosophy and communication.
, agency is one of the central ideas in the thinking of French philosophers Gilles Deleuze and Félix Guattarian.
This age cement has to do with the ways in which various social elements interact and interchange.
with each other over and over again.
Despite being a very interesting concept, the only relationship between it and the agencement that.
I talk about in this article is the translation into Portuguese, which put them under the same name.
Furthermore, both are appropriations of the general idea of agency. which means an action or intervention with the intention of producing a particular effect.
Agency, and its translation into Portuguese as agency or agency, is a concept used by North American media studies , more specifically by the author and researcher Janet Murray in the book “Hamlet no Holodeck”. While you are here, take some time, if you wish, to hear Murray herself talk a little about agency in this video below
When does content brokerage take place
The best example of media filled with agency is the video game . Think of any game you’ve played recently and try to remember how your every decision there impacted how the entire narrative unfolded. Choosing a skill, clothing, stage, course, etc. Everything, in the end, contributes to each play being unique. And that’s what you need for your interactive content: that it’s unique to everyone who interacts with it.
The agency belongs to the user, but it is the creator of the content that gives the possible tools for the user to take action. And it is precisely at this moment that agency takes place: when a visitor actively acts on your content and receives a satisfactory response back from the system. For example, if you are creating an interactive infographic , a small quiz in the middle of the information can generate personalized content for each answer given.
At the same time, a drag and drop experience can change the design of the infographic and generate a unique moment. These unique moments will ensure that your brand stays in the memory of your audience. That way you ensure that moments of agency will happen.
How can agency improve your content
And there comes the question. Why is agency important for your content.
Interactivity without agency is like playing a game of marked cards or, to bring it closer to Digital Marketing List Provider , it is deceiving the consumer of your content with clicks and actions that will make no difference in the results presented. And a deluded visitor is a lost lead .
It’s thinking about probabilities and possibilities related to the pains of your persona , your desires and your way of acting.
That’s what Dell thought to create its online consultant for B2B solutions .
