Interactivity is a key strategy of alternative media practitioners to create intimate, personalised and process-rather than product-oriented relationships with their audiences. It should be noted, however, that the same strategy is also integrated into highly commercialised and mass-produced contemporary media, in the form of Tweets on live television talk shows or games on computers and mobile phones, among others. In art, interactivity is to a lesser or larger extent controlled by the artist, gallery or museum, or the broader conventions and trends in the art world.