Interactive Zone

If you live in a city you could see over 3,000 sales messages a day. Advertisers spend billions of pounds each year battling with newspapers, soaps, email, magazines, iTunes, movies, bestseller novels, friends and family, for just a second or two of their customers' attention.

One of the biggest trends set to dominate the evolution of mass communications is 'peer to peer' communications. People want to talk to other people and we're all eager for our 15 minutes of fame.

Users of internet broadcasting site YouTube are reportedly watching more than 70 million videos on the site a day. And online social network MySpace has 100 million members (mostly teens and young adults) with a further 250,000 joining daily. Blogs are being created at the rate of 80,000 a day and there are now more than 19 million authors busily updating us on their latest interests. Viral jokes, games and films proliferate, where the distribution depends entirely on each of us judging the message funny, naughty or important enough to forward.

You may also like to view our Interactive House. The idea of the Interactive House was created by Olivia Kenyon, Eleanor Spelman and Annie Gilchrist of St Paul's Girls School in London. They were both interested and concerned about the effects of climate change that they came up with the concept of creating a web page that would be both interactive and fun to use.