Pull media
Pull media are media in which the flow of information is primarily controlled by the recipient. The term pull originally comes from marketing , where the various sales and advertising strategies are referred to as push or pull marketing (from English to pull ).
In contrast to radio and television , the Internet and especially the World Wide Web is a pull medium , because the surfer has to make a conscious decision to access the information he has chosen.
If they want to revisit interesting content, they can bookmark a reminder or subscribe to a web feed . Since this always requires a decision and one's own activity, push procedures have also been developed which enable the regular automated delivery of information on the Internet, but which go back to an original request from the surfer. The essential characteristic of the Internet is therefore the interactivity of communication. Interactivity in the sense that data can be called up at the individual request of a user. However, interactivity can only be achieved with end devices that are sending and receiving devices in one.
In interactive television , too, the proportion of push is gradually falling, corresponding to the proportion of interactivity that has been technologically implemented.