Company Information

System Interactive Communications (System IC), is the division of The McKenna Agency is a new media company. Our primary market focus is the creation of interactive marketing and corporate training software. The content we create is delivered via the web, CD's, DVDs, PDAs, video and print. We are dedicated to helping business entities and their employees succeed in new and existing markets.

At System IC, we assist businesses in the formulation, development and execution of their marketing and training programs. In short, System IC adds value by accelerating a clients business development objectives.

New media purveyors

New media is a term meant to encompass the emergence of digital, computerized, or networked information and communication technologies in the later part of the 20th century. Most technologies described as "new media" are digital, often having characteristics of being manipulatable, networkable, dense, compressible, and impartial.[1]

Interactivity has become a key term for number of new media use options evolving from the rapid dissemination of Internet access point, the digitalization of the media, and media convergence. In 1984, Rice defined the new media as communication technologies that enable or facilitate user-to-user interactivity and interactivity between user and information. [21] Such as Internet replaces the "one-to-many" model of traditional mass communication with the possibility of a "many-to-many" web of communication. Any individual with the appropriate technology can now produce his or her online media and include images, text, and sound about whatever he or she chooses. [22] So the new media with technology convergence shifts the model of mass communication, and radically shapes the ways we interact and communicate with one another. Vin Crosbie described three communications media in “What is new media?”. He saw Interpersonal media as “one to one”, Mass media as “one to many” and, finally New Media as Individuation Media or “many to many”.

When we think of interactivity and its meaning, we assume that it is only prominent in the conversational dynamics of individuals who are face-to-face. This restriction of opinion does not allow us to see its existence in mediated communication forums. Interactivity is present in some programming work, such as video games. It's also viable in the operation of traditional media. Other settings of interactivity include radio and television talk shows, letters to the editor, listener participation in such programs, and computer and technological programming. [23]

Interactivity can be considered as a central concept in understanding new media, but different media forms possess different degree of interactivity [24], even some forms of digitized and converged media are not in fact interactive at all. Tony Feldman [25] considers digital satellite television as an example of a new media technology that uses digital compression to dramatically increase the number of television channels that can be delivered, and which changes the nature of what can be offered through the service, but does not transform the experience of television from the user’s point of view, as it lacks a more fully interactive dimension. It remains the case that interactivity is not an inherent characteristic of all new media technologies, unlike digitization and convergence.

New Media changes continuously due to the fact that it is constantly modified and redefined by the interaction between the creative use of the masses, emerging technology, cultural changes, etc.

Architects of Digital Media

Digital media (as opposed to analog media) usually refers to electronic media that work on digital codes. Today, computing is primarily based on the binary numeral system. In this case digital refers to the discrete states of "0" and "1" for representing arbitrary data. Computers are machines that (usually) interpret binary digital data as information and thus represent the predominating class of digital information processing machines. Digital media ("Formats for presenting information" according to Wiktionary:media) like digital audio, digital video and other digital "content" can be created, referred to and distributed via digital information processing machines. Digital media represents a profound change from previous (analog) media.

According to Schmid,[1] media can basically be defined as follows: They are enablers of interaction, i.e. they allow for exchange, particularly the communicative exchange between agents. Such interaction enablers can be structured into three main components:

First, a physical component (C-Component) allows for the actual interaction of physical agents. This component can also be referred to as carrier medium or channel system. Second, a logical component (L-Component) comprises a common “language”, i.e. symbols used for the communication between agents and their semantics. Without such a common understanding, the exchange of data is possible (with the help of the C-Component), but not the exchange of knowledge. Third, an organizational component (O-Component) defines a structural organization of agents, their roles, rules which impact the agents’ behavior as well as the process-oriented organization of agents’ interactions.

Together, these basic three components have been identified to constitute various kinds of media. Among others, it is appropriate to describe electronic media such as those deployed to support cross-organizational collaboration. Based on these components which already represent a first, scientific approach to modeling, understanding and reorganizing media, a layer/ phase reference model has been introduced as well.

The Media Reference Model (MRM)[2] comprises four different layers (which all represent dedicated views on media) and structures the use of media into four sequential phases. Similar to the emerging field of software engineering in the software context, the MRM aims to provide a comprehensive, coherent and systematic framework for the description and analysis of various media.

The Community View (first layer) thereby accounts for the set of interacting agents, the organization of the given agents’ population, i.e. the specific roles of involved stakeholders, the situations in which they act as well as the objects with which they deal. Summing up, it models the structure of the social community sphere in a situation-dependent, but static fashion. The Process View (Implementation Aspects) deals with the modeling of the process-oriented organization of agents and can also be referred to as "Interaction Programming". It is also called implementation view as it connects the needs of the community with the means provided by the carrier medium and thus implements the "community-plot" on the basis of the carrier medium. The Service View (Transaction View) models the services provided by the carrier medium which can be used in the different interaction steps to reach the respective interactions’ goals. The Infrastructure View models the production system, which creates the services provided by the service view, i.e. in the case of electronic media the actual underlying information technology.

The above discussed three major components can seamlessly be integrated into the MRM: The upper two views (Community Aspects and Implementation Aspects) represent the organizational component (O-Component) which accounts for the structural as well as process-oriented organization. The lower two layers are mapped to the physical component (C-Component) which focuses on the creation and provision of services. Last, the logical component (L-Component) concerns all four layers as it ensures that interaction of agents is based on a common understanding of exchanged symbols.


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System Interactive Communications is a division of The McKenna Agency.

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