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Central to Web 2.0 is the requirement for interactive systems to enable the participation of users in production and social interaction. Consequently, in order to critically explore the Web 2.0 phenomenon it is important to explore the relationship of interactivity to social power. This study firstly characterises interactivity in these media using Barry's (2001) framework differentiating interactivity from disciplining technologies as defined by Foucault. Contrary to Barry's model though, the analysis goes on to explore how interactivity may indeed function as a disciplining technology within the framework of a neoliberal political economy.