In the Bible, the book of Genesis says that God made man so he would have someone to fellowship and interact with. It also says that people are made in God's image. Perhaps this helps explain why people are so much more compulsive about interactive media than conventional, traiditional, less interactive media (for about five years now, blockbuster video games have made more money than all of the major films combined).
Perhaps the ultimate interactive media is that which an audience creates themselves. Will user generated content replace the media produced by "professionals"? Why does Youtube overwhelm network television shows in viewership? Isn't quality and professional experience important any more? Why do people watch grainy, stupid videos on Youtube? Will they continue to do so, or is this just a brief interlude of bad taste?