Interactivity and all that

Reading this lecture I noted that there were several arguments that surrounded the topic of interactivity, some academics regard it as a force of nature or more technically known as techno-determinism. This can be seen as a negative because there is not controlling figure in the making of it and to some may seem like it is going to spiral out of control which would support the cyber- dystopian argument. On the other hand other analysts see the new technology as a form of control of those higher up in society this process is called socio-determinism. What this argument fails to note is that the audience is not a passive one they are discriminating and are aware that the material that they are being provided with might not be the gospel truth.
Another point that is stated is the same continuing one from the lecture last week which is new media really new? But a key point that has to taken into account is that the audience can influence what they read online unlike pervious media such as television which is a one way medium. The development of new technology as enabled society to take part in a range of communication formats/methods, but like Sonia Livingstone says, we must not assume that because the technology makes something possible it always happens. Issues such as globalization also have to be taken into account are they for the benefit of society or is this leading to a break down local cultures and traditions?