The first principle is Numerical Representation. This principle basically states that any new media object is composed of digital code. Because of this, all “media becomes programmable” and is therefore subject to change. Objects that are considered old media like photographs, paintings, and printed books, are incapable of change. It’s worth mentioning here (before we get into modularity) that discrete data is data that occurs in distinct units. In this section Manovich mentions that communication requires discrete units and without discrete units, there is no language. He then quotes Roland Barthes (who I love) saying, “Language is, as it were, that which divides reality (for instance, the continuous spectrum of the colors is verbally reduced to a series of discontinuous terms).” He goes on to talk about semiology (the scientific study of the life of signs within society (defined by Saussure who I also love)). Semioticians believed that any form of communication requires a discrete representation. This was later disproved because “photographs do not have any apparent units.”
The second principle is Modularity which he calls “fractal structure of new media.” Similar to a fractal, new media objects have the same modular structure throughout. New media objects can and are often put together into larger objects but they still maintain their individual identity. For example, a photograph as an individual object can be placed in a blog post and therefore becomes a part of a bigger object but still maintains it’s identity (separate parts of a larger whole, if you will). “Every element can always be accessed on it’s own.” This is why I mentioned discrete data earlier; it helped me better understand this concept of modularity.
The third principle is Automation. This is basically everything we hold dear in this computer driven world. Everything is already made for us. There are templates for web pages pre-set for our use. There are filters that are pre-made (because who wants to manually edit a photo?) And we wonder why our generation is so lazy? Everything is done for us!
The fourth principle is Variability. I kind of mentioned this earlier when I said that new media is subject to change. New media is almost dependent on this concept of variability. A printed photograph can be scanned into a computer and then manipulated/changed into whatever anyone wants it to be. Everything can be customized. “New media also allow us to create versions of the same object that differ from each other in more substantial ways.”
The final principle is Transcoding which is to translate something into another format. This is basically HTML. HTML code is typed and perfected but when it is presented as a web page it no longer looks like code it looks like a web page. Manovich says, “New media technology acts as the most perfect realization of the utopia of an ideal society composed of unique individuals.”
I think that the most important of all of these principles is Variability. We live in a world of constant change and in order for new media to stick with the times it has to change with the times. Growth and change are essential to new media.
I like your example for transcoding. HTML is the clearest way to explain transcoding. I also agree that variability is the most important. It made me think of your last post about how your phone wasn't loading fast enough. In our world if technology doesn't keep up with how fast we want it to be we get frustrated. This is where variability comes in.
ReplyDeleteI like HTML because you can take strings of code and turn them into a design. There's something so satisfying about that.
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