In Mark Andrejevic's book entitled "Three Dimensions of iCulture", Andrejevic breaks down his book into four sections, iCommerce, iCulture, iMonitoring, and iPolitics. Andrejevic states that his "book argues that the deployment of the promise of interactivity in commercial and political contexts underwrites participation in top-down forms of management and control rather than in democratic self-governance." Andrejevic talks a lot about the interactivity and inter-connectivity that the internet brings. Andrejevic gives several examples of this interactivity ranging from Nike iD's customizable shoe marketing campaign to the viral email hoax of Forget-Me-Not-Panties to show the interactivity that the internet brings. Andrejevic talks about one side of the argument, that interactivity is beneficial for individuals because it allows a sort of self-governance and self-participation that was previously unseen in corporate and political giants since the days of local mom-and-pop shops. Andrejevic goes on to state that "the corporate giant, an erstwhile foe of individuality, is miraculously revealed to be, on the contrary, one of its greatest facilitators, thanks to the alchemy of interactivity," Anrejevic, does, however, disagree, with this, and instead believes that this new interactivity and self-governance accepts top-down forms of management, rather than giving people the reality of self-governance. Andrejevic argues that this acceptance causes a "rise of social inequality and the concentration of economic and political power in the United States." For Andrejevic, this self-governance and interactivity that is provided by the internet is undermined by the acceptance the top-down forms of management that goes along with the internet's interactivity.
Personally, I found Andrejevic's book to be very fascinating. I think that in order for us to decide if this interactivity should be utilized in lieu of the acceptance of top-down management, and encouragement of political monitoring of citizens, we have to ask ourselves how comfortable are we with the social inequality that this acceptance will bring about? It is obvious that social inequality will always exist. The question is, how comfortable are we with social inequality? I believe that the answer to this well help us to answer the question of whether or not the interactivity and perceived self-governance of the internet should be accepted when considered and combined with the acceptance of top-down management. So, how comfortable are we with social inequality? Is this something we should be concerned about, or is this just a consequence of living within society? If we aren't comfortable with our current social inequality as it stands within our culture, what can we do about? What should we do about it?