What’s the Use? – New Life Ministries: “The Web as an Active Medium The big mistake you can make when thinking about a web site is that itâ019s a passive medium like television or print publications. The web is active. In fact, itâ019s interactive. Always keep that in mind with your web site. Youâ019ll need to make a minor paradigm shift with the web. Corporate communication is challenged to change because of the web. A concept called The Cluetrain Manifesto is a must read for any pastor in the postmodern culture. Actually, Cluetrain contains many principles found in most churches, if not in practice at least in theory. The key words for an effective web site are dialogue and interactivity. “