Does interactivity change the way in which we communicate with authority

Interactive media can affect the ways in which communication occurs between any two actors in a particular scenario. However to discuss how it affects our communication with figures of authority it would be beneficial to first discuss what do we mean by a authority. An authority figure in a scenario is an actor whose decision can affect the end result of the scenario and can decide whether the expectations of other actors involved are met e.g. A consumer subjected to marketing, a principal in a school or an official interviewing an applicant can be considered figures of authority in their respective situations.
In these different scenarios the effect of interactive mediums as communication
channels would be different entirely as the contexts can vary widely. We will discuss
here the affects of interaction over consumers subjected to marketing as an example.
Marketing in old media methodologies was limited to passive communication through commercials and billboards however new media has opened many possibilities in marketing. Currently new media apart from multiple possibilities contains also an awe factor which is helpful in grabbing the attention of consumers, however this property can fade with time as more interactive marketing is introduced in the society. Consumers can be interactively involved with the procedures in interactive marketing e.g. In a paint store we can provide spaces in which visitors can interactively change colours, textures, illumination levels etc. Thus allowing them to actively experience the effect of colors.