Transcoding, "The most substantial consequence of media's computerization" (Manovich, 2002 : 63) described Manovich. Though, how does transcoding help us in defining New Media and what is Transcoding?
In The Language Of New Media by Manovich, he talks about what New media is by highlighting five different principles of new media. For me, it seemed that the most important principle was Transcoding.
Manovich explains in 'new media lingo', to "transcode something is to translate it into another format" (Manovich, 2002 : 64), such as the transformation from a text file into sound.
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| 1/ This image demonstrates the process of transcoding. |
Once an item or an object has been transcoded, it then becomes a different shape or object digitally even though it may appear the same visually to the user. In his book The language of New Media, Manovich suggests to divide/think about New Media in to two different layers, the 'culture layer' and the 'computer layer' (Manovich, 2002 : 63)
Manovich states:
"As hardware and software keep evolving and as the computer is used for new tasks and in new ways, this [computer] layer undergoes continuous transformation" (Manovich, 2002 : 64)
Manovich believes that both, the culture layer and the computer layer influence the development of one another. The way that the culture layer is organized is influenced by the organization of data in the computer layer. Culture layer is defined as the layer affecting "all cultural categories and concepts." The cultural layers are transcoded into a new form of new media and are processed through computers. The computer layer is the digital coding that the computer uses to translate into objects . Manovich uses the encyclopaedia as an example of cultural layer, which is something that the public is fairly familiar with and is often used. Other culture layers would include literary texts.
It is evident that the culture and computer layers work together/cohere to produce what we now call a 'computer culture' (Manovich, 2002 : 64) The culture layer is what the humans recognize and are familiar with whereas the computer layer is the digital coding used by the computer to translate it into objects or a language that we are familiar with.
2/ This diagram summarises the relationship
between culture layer and computer layer.
References:
- Manovich L. 2002, The Language Of New Media: What is New Media and The Principles Of New Media (43-66)
Images:
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This is a class blog for students enrolled on the History and Analysis of New Media Module at The University of Ulster. Please keep comments constructive to help students progress with the given text