Interactivity and Performativity of Virtual Communication in the Cultural Domains of Theatre and Cinema

This article examines the relationship between interactivity and performativity in virtual communication within theater and cinema, exploring their role as mechanisms for shaping the digital space of contemporary cultural reality. Modern stage and cinematographic practices, which emphasize interactivity and performativity, exhibit a high degree of technological dependence on digital tools, fostering intermedial adaptations that accommodate digital formats. The study highlights trends in the mediatization of theatrical spaces through screen technologies that digitally model dynamic visual imagery and environments, as well as the theatricalization and gamification of cinematic spaces. It is established that interactivity can serve as a means of realizing performativity, while performativity can, in turn, incorporate interactive elements. Through an analysis of the theatrical performance Bubble Jam and the interactive film Late Shift, the article demonstrates that interactivity and performativity in virtual communication contribute to the “erasure” of boundaries between physical and digital spaces. These phenomena facilitate intermedial intersections between artistic and technical sign systems, shift information exchange from oneway to multi-directional communication with feedback, and enhance the mobility and personalization of communication. Moreover, they promote participation, inclusivity, and virtual identity construction through creative self-expression and socialization.