The Language of New Media: Transcoding

In 'The Language of New Media', Manovich dicusses a principle of transcoding as, "the most substantial consequence of media's compterization." (Manovich, 2002: 63). Computerization is the process that converts media into computer data. This is highly significant in today's culture.

If we look at the world as having two layers, a computer layer and a cultural layer, it would be logical to say that each layer could affect the other (Manovich, 2002). For example, take our use of mobile phones. Before the invention of the now common mobile phone, people in general had to either remember or write down phone numbers in a personal phone book. Now with our mobile phones having phone books within them we culturally do not need to remember phone numbers.

There are many ways in which the computer layer affects the cultural layer and "as hardware and software keep evolving", (Manovich, 2002: 64) so do our cultural uses of them. Take our encyclopedias, homes used to have, and some still do, a collection of print encylopedias that could be used for referencing various topics. As computers became more efficient, encyclopedic software was created, like 'Encarta', this was a breakthrough as it meant that you could search the entire content for key words which made referencing much easier. Although currently we do not need such software as the internet has all of our information on sites such as Wikipedia, IMDB and even Google. Culturally it is normal to look up anything that we are quizzical about on these websites without a second thought.

A simple database used to just store and organise data, but now we can look at it being transcoded into video games, like 'Football Manager'. This unintentionally caused many effects on people, in addiction and behavioural patterns. Comedian Jason Manford was rude to a Manchester City player because he turned up late for training in his game (Nakrani, 2013). Fans of the game have applied for Football Manager jobs in real life, using the game as a work reference. One was successful (Burke, 2012). This is a extreme example of how transcoding affects our cultural behaviour, although an important one. Both the computer layer and cultural layer walk hand in hand and as one wants to change, so shall the other.




Bibliography

Nakrani, S. (2013) Football Manager craze has matured into a full-grown national obsession, Guardian, 21 August [Online]. Available at: http://www.theguardian.com/football/blog/2013/aug/21/football-manager-craze-lionel-messi (Accessed: 16 October 2013)

Manovich, L. (2002) The Language of New Media (Cambridge, Mass: London MIT Press)

Burke, E. (2012) 21-year-old with 10 years' Football Manager experience becomes manager at FC Baku, SiliconRepublic, 22 November [Online]. Availbale at: http://siliconrepublic.com/digital-life/item/30360-21-year-old-with-10-years (Accessed: 16 October 2013)