Digital Technology and the Interactive Television

REMark: Revista Brasileira de Marketing. 2008;6(2):149-156 DOI 10.5585/remark.v6i2.1194


Journal Homepage

Journal Title: REMark: Revista Brasileira de Marketing

ISSN: 2177-5184 (Online)

Publisher: Universidade Nove de Julho

LCC Subject Category: Social Sciences: Commerce: Business: Marketing. Distribution of products

Country of publisher: Brazil

Language of fulltext: Portuguese

Full-text formats available: PDF



Ozéias Teixeira de Souza (Uninove, SP)


Double blind peer review

Editorial Board

Instructions for authors

Time From Submission to Publication: 2 weeks


Abstract | Full Text

In this article it is analyzed the impact that the digital technology process causes in the way that television participates of the social life in Brazil. Trying a non-hermeneutic approach, it is proposed to think this new role of television, from the materiality existing on this media that can bring more interactivity and conducts the changes over people behavior. In our opinion, we realize that materiality can support the transposition of the nowadays analogical interaction form – the televiewer-television model – to a user-machine model in the digital television.