Zizek's Interpassive Subject
Zizek is a postmodern theorist who takes to task the common belief that the internet is interactive in a way that TV and movies are not. He came up with the idea of the interpassive subject as one whose act of cognition or perception is replaced or usurped or anticipated by the thing meant to provoke the reaction. Is that clear?
Here's some more - an excerpt and a link to the whole article, called "The Interpassive Subject."
