## From Books to Screens Information & knowledge are increasingly fluid, interactive, and interconnected instead of fixating on authority, precision, and truth “Screen culture is a world of constant flux... truth is not delivered by authors and authorities but is assembled in real time piece by piece by the audience themselves.” ## If It’s Not Interactive, It’s Broken. [[Interactivity is the new quality standard]] Passive consumption is a dying model. The screen has trained audiences to expect to be able to touch, manipulate, and engage with what they see. A static image or a non-responsive interface will be perceived as a failure. > "[A] toddler came up and tried to unpinch the photo to make it larger. She tried unpinching it a few times, without success, and looked at him, perplexed. ‘Daddy, broken.’ Yes, if something is not interactive, it is broken." **Lesson:** Infuse interactivity into everything. This could mean adding user comments, allowing for customization, enabling gesture controls, or creating opportunities for users to remix and respond to your content. ## Audience = Co-Creator The one-way broadcast from an authoritative creator to a passive audience has been replaced by a collaborative loop. Users are no longer just consumers; they are participants who assemble their own truths and create their own media. This shift in power is fundamental: > “Screen culture is a world of constant flux... truth is not delivered by authors and authorities but is assembled in real time piece by piece by the audience themselves. People of the Screen make their own content and construct their own truth.” **Lesson:** Provide your audience with the tools to participate. Encourage them to annotate, remix, create fan content, and build upon what you have made. Your most loyal customers are your most valuable collaborators.