Which of the following is NOT a characteristic of digital media?

Correct option is C

Lean-back media refers to traditional, passive media consumption, such as watching TV, where users consume content in a relaxed, non-interactive way. This term is typically associated with broadcast or print media, where the audience has minimal control over the flow or format of information.

In contrast, digital media is “lean-forward” media, where users are actively involved — browsing, clicking, scrolling, interacting, and even generating content. Digital media requires attention and engagement; users actively search, consume, and customize content. The term lean-forward better captures this interactive and user-controlled nature of digital media.

Hence, calling digital media lean-back mischaracterizes its core interactive nature.

Information Booster:

• Digital media is lean-forward, encouraging active engagement and user interaction.

• It supports hyper-targeted communication, allowing users to control what, when, and how they consume content.

• Unlike TV or radio, where content flows to the user passively, digital media requires user initiation.

• Platforms like social media, search engines, and e-commerce sites depend on user activity.

• It allows real-time feedback, comments, sharing, and personalized experiences.

• Digital advertising and content strategies are based on active participation rather than passive viewing.

• Devices like smartphones, tablets, and PCs enhance interactivity in digital media environments.

Additional Knowledge:

(a) Digital media is "pull" media: Correct. Users pull the content they want, instead of being pushed to passively receive it. They search for information or content when and how they prefer, making the flow demand-driven rather than supply-driven.

(b) Mass customization is possible in digital media: Correct. Digital platforms allow marketers to customize content at scale, delivering personalized messages based on user behavior, preferences, location, or browsing history (e.g., personalized emails or ads).

(d) Digital media is intense media: Correct. It is highly engaging and immersive, with multi-sensory inputs (video, audio, text, interactivity). Users often focus intensely on the content, especially in platforms like games, interactive apps, or video streaming services.