Dr.Karimova addresses current issues within the theory of interactivity. Such problems as defining interactivity and measuring level of interactivity have recently attracted a great interest among researchers. In spite of attempts of previous research to solve these problems, the field has not moved far from its preliminary phase. This book is an attempt to move away from this preliminary phase by applying Bakhtinian concepts of dialogic relationships, polyphony, carnival, and chronotope . One of the great virtues of this research work is the translation into English for the first time of many of Bahktin's theoretical and philosophical insights. This research monograph provides insights into the Bakhtinian philosophy and reveals new perspectives and contradictions within Bakhtinian concepts. Using an innovative approach, it shows how Bakhtinian concepts can be applied to fields other than literary theory. The book contains an original material from the correspondence of Bakhtin with Turbin that previously has not been translated to English. Empedocles: European Journal for the Philosophy of Communication : [it] makes a valuable contribution to the study of interactivity by executing a rigourous and thought-provoking conceptual analysis that problematises the way in which interactivity, as practice, has been stripped of its dialogical and communicative features by key theoreticians in the field. Dr.Karimova discusses two problems related to the theory of interactive advertising: how interactivity can be defined and how it can be measured. For this purpose, it uses the Bakhtinian concepts as well as other theories and ideas, such as Gerard Genette s typology, Chris Miles model for advertising communication, and cybernetics. The work will be of immense interest to communications , marketing and advertising researchers and specialists involved with interactive advertising, the theory of interactivity, Bahktinian philosophy and practice.