manovich
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Key Concepts in Manovich
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Defining New Media
New media refers to the use of computers (digital tech) to “record, store, create, and distribute media” (43)
Note: A printed book or poster could still be seen as “new media” (at least in part) if computers were involved in its creation or distribution.
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Numerical Representation
• All forms of media are ultimately stored as binary (numerical) code on a computer and thus are easier to combine and transform.• This principle is axiomitic (the basis of all the
others)
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Modularity
“Media elements, be it images, sounds, shapes or behaviors are represented as collections of discrete [numeric] samples…These elements are assembled into larger-scale objects but they continue to maintain their separate identity” (51)
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Examples of Modularity
• Google image search (takes images from websites and puts in new context—enabled by modular structure of the web)
• Bb 2.0 (each video retains its own identity as distinct part of youtube, but they are also re-combined to make a new media object in another location)
• The concept of “layers” (in image, video, or sound editors)
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Automation
• Decreases “human intentionality” in the creative process.
• Common examples: photoshop filters, wordpress templates, videogame characters, random image selectors (flickeur)
• Blurs lines between professional and amateur.
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Automation and Database Logic
“The Internet, which can be thought of as one huge distributed media database, also crystallized the basic condition of the new information society: overabundance of information of all kinds…By the end of the 20th century, the problem became no longer how to create a new media object such as an image; the new problem became how to find the object which already exists somewhere…The emergence of new media coincides with the second stage of a media society, now concerned as much with accessing and re-using existingmedia as with creating new one” (55)
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Variability
• Old media involves human creator(s) composing a fixed/stable text that is then copied and distributed through mechanical means.
• New media (like flickeur and wilderness) “give rise to many different versions. And rather than being created completely by a human author, these versions are often in part automatically assembled by a computer” (56)
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Interface and Database“It becomes possible to separate the levels of content (data) and interface. A number of different interfaces can be created to the same data. A new media object can be defined as one or more interfaces to a multimedia database” (57)(Examples: Flickeur and Islands are both interfaces to flickr.com; wordpress templates are interfaces to your blog content)
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Customization / Personalization
• You enter information about yourself and then the automated software creates a personalized interface to the database just for you.
• Reveals a post-industrial logic.
(Examples: the wilderness downtown; amazon recommendations; pandora)
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Hypermedia
• A structure of links for accessing multimedia content (each user makes their own path)
• Bb 2.0 and the dumpster are hypermedia texts (flickeur and islands are mostly not hypermedia since the variability is controlled solely by the program not the user).
• In a basic sense, the entire world wide web (internet) is one big hypermedia database.
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Transcoding
• Key computer concepts (interface, database, search, modularity) begin to influence how understand ourselves and our culture (McLuhanesque: the computer is the message).
• The computer database starts to rival the print or oral narrative as the primary, valued cultural form.
• “Computer” can refer to any digital technology not just a desktop or laptop.