A rádio é o meio mais interactivo de entre os clássicos

Como lembra McMillan, a rádio tem capacidade de ser interactiva: «In addition to parasocial interaction with content creators, other forms of user-to-documents interactivity have also emerged in traditional media. In particular, some forms (...). Telephone calls to radio stations allow audience participation in the creation of content. The call-in show has a substantial history subset of radio programming (Crittende 1971). (...) Some media, such as newspapers, seem to have limited capacity for parasocial interaction or interaction through participation. (...)Researchers have also identified strong parallels between the development of the radio and development of the Internet in terms of cultural history (Douglas, 1987; Lappin, 1995) and market evolution (McMillan, 1998a; Smulyan, 1994). The interactive potential and early interactive uses of radio are noted in much of this work» (McMillan, 2006 214-215)