“A Pepsi commercial on MTV promoting the 1998 MTV music video awards emphasized the fact that the video of the year award would be selected by the viewers through Internet and phone calls live during the show; the commercial dramatized “the power of choice” and reminded us that “you are in charge of your destiny,” equating the ability to vote for an MTV music video award with personal and social power. In such fashion, the interactive spectacle attempts to seduce viewers into playing its game and equates virtual participation with empowerment and destiny.”
– Steve Best and Douglas Kellner, Debord, Cybersituations, and the Interactive Spectacle