principles of new media - uom-communication studies · principles of new media numerical...
TRANSCRIPT
Principles of New Media
� Numerical Representation
� Modularity
� Automation
� Variability
� Transcoding
Lev Manovich
Numerical Representation
� Use of digital binary code
� Consequences:
− New media object can be described formally (using mathematical function)
− It is subject to algorithmic manipulation – media becomes programmable
� Digitization: conversion from analogue (continuous) to digital (discrete)
− sampling (resolution)
− quantifying (assign a numerical value)
Modularity
� Fractal structure of new media
� Media elements = collections of discreet samples (pixels, polygons, voxels, characters, scripts)
� Assembled into larger-scale objects yet they maintain separate identities
� Can be modified at any time
Automation
� Human intentionality can be removed
� Low-level automation: eg. templates, filters, shapes...
� High-level automation: AI, Augmented reality
� Semantic web
Variability
� A media object is not fixed once and for all – can exist in different, potentially infinite versions - mutable, liquid, e.g. web pages automatically generated from databases using templates created by web designers
� Logic of new media = postindustrial logic of 'production on demand' & 'just in time' delivery --> Adorno's 'culture industry'
� Cases of variability principle
− media elements stored in media database
− possible to separate levels of content & interface
− info about user can be used to customise automatically media composition & create elements
− branching-type / menu-based interactivity
− hypermedia – connection through hyperlinks (elements & structure are independent of each other)
− periodic updates, e.g. software updates, sites with infor about weather & stock prices
− scalability: different versions of same media object generated at various sizes or levels of details
Transcoding
� New media = 2 layers
− cultural layer
− computer layer
− e.g. computer image � representation level = cultural semes and mythemes
� computer file, machine-readable header with numbers representing colour values of its pixels
� The 2 layers influence each other – composited together
� New media is analog media converted to digital representation
� All digital media share the same digital code – allows use of one machine to display different media types
� New media allows for random access (old media = sequential)
� Digitization involves loss – digital representation contains fixed amount of info
� New media allows endless copying without degradation
� New media is interactive – user becomes co-author of the work