Digital Cultures

Creeber starts of by stating that the study of New Media is a 'Complex and Diverse' field. In his work 'Digital Cultures' Creeber takes about Modernism and Post-Modernism and how they lead to and relate to New Media theory.

'Modernism is the umbrella term we give to the way that human society responded to the changes that took place during the industrial revolution.'(Creeber, 2009: pg 11).

When Modernism came about in the late 19th century it was received by the majority of society to be this scientific way that would take the human race forward and be revolutionary in the production process, and with the rise of Modernism came Industrialization.
Industrialization brought about arguably the most important production invention of all time, the printing press. The invention of the printing press gave birth to a way of relaying news to the masses in a way that was never done before.
Many Modernists believed the introduction of Industrialization to be the looming down fall of originality, that 'modernists came to perceive industrialization as the enemy of free thought and individuality' (Creeber, 2009: pg 12).
The best example of this being true was in Henry Ford's case. Henry Ford profited significantly from industrialization when he made adjustments to the assembly line method, this allowed him to produce auto mobiles faster and cheaper and this also meant that they were more accessible to ordinary Americans. However because they were all mass produced this meant there was no discernible difference in the final products.

'when asked what colours his cars came in, Ford famously replied, any colour as long as its black'. (Creeber, 2009: pg 13)

'There are many examples that reflect modernism's disdain for the media,' (Creeber, 2009: pg 12). The best example and most famous of theorists that took a stance against this was The Frankfurt School. The Frankfurt School consisted of a group of Marxists that where exiled from Germany during the second world war and came to America. The Frankfurt School seen the media culture in America as a prime example of a culture that had become a 'standardized product of industrialization' (Creeber, 2009).

After the industrial revolution there came Post-Modernism. With the coming about of post-modernism came the society of consumers, in this era products where starting to made to fit the consumers needs rather than the product being made for manufacturings sake. From the point when this cultural change started it hasn't changed it has just become more demanding and now products are created to fit our every need and this is a result of the consumer society being embraced as it has been. The way of consuming has come on some much that even when your watching television your not passively consuming it your more evolved and you interact with it. New media is interactive.

'New media is interactive. In contrast to traditional media where the order of presentation was fixed, the user can now interact with the media object.' (Manovich, 2002)

Bibliography: 

Creeber, G & Martin, R. (2009). Digital Theory: Theorizing New Media

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)

Manovich on New Media

"The computerization of culture not only leads to the emergence of new cultural forms such as computer games and virtual worlds; it redefines existing ones such as photography and cinema. " (Manovich, 2002: 35) 

Manovich argues that the rise of new Media not only introduced new media platforms, but also reinvented those that already existed. It has even changed the somewhat previously untouchable nature of the  static and moving image. In particular, he focuses on the shift that cinema has experienced. The validity of revolutionary nature of these changes however, can be questioned. Is new media really the instigator towards the first major reformation of this industry? 

In actuality, many of new media's revolutionary principles can be traced back to far earlier methods, nullifying its apparent uniqueness. For one, it is easy to argue against its claims that digital media have allowed a multitude of platforms, such as text, moving images and sounds to be be shared and viewed through one device for the first time. As far back as the 1920s, predating the modern PC by nearly a century, Manovich points out that filmmakers were combining sound, text and moving images together. This would make cinema the original platform for multimedia. 

Furthermore, is the debate that whilst  digital media is discrete, analogue media can only be continuous. Manovich contrasts the 2D sampling of space with the cinemas sampling of time in order to debate this issue. The sampling of 24 frames a second created whilst filming can be used to prove that cinema had already prepared us for new media. "All that remained was to take this already discrete representation and to quantify it," (Manovich, 2002: 66)  a simple mechanical step. 

In summary, it cannot be ignored how new media has changed the way we look at existing media platforms such as cinema. It is important to remember, however, that new media is not the only precursor for change in the industry. A brief look will reveal that a gradual change has been happening since the conception of cinema. It could be suggested that its the speed of change that new media brings that is more vital, compared to the fact that it brings change at all. 

BIBLIOGRAPHY:
Manovich L | 2002 | The Language of New Media (MIT Press) 

New Defination of New Media with Five Elments

When Monovich started the own article; He wants to know limits of new media,  Is all new product  new media ?  How can we define new media ?

The popular definition of new media identifies it with the use of a computer for distribution and exhibition, rather than with production. (Manovich, 2002 pg.43) Computer systems involve all part of life when we speak media especially new media this isn't eveluate with being computerization. Manovich said own essay photography, book, music etc. can be digital and it can be stored in cd or memory and view on computer screen but that isn't new media only "metamorfic" old media.

 

Manovich demonstrade own article that most important thing for new media is digital code and start five element such as numerical representation, modularity, automation, variability and transcoding.

Firstly, symbol and characters is composing numerical representation mathematical function an algorithmic manipulation provide that media becomes more programmable (Manovich, 2002). Forexample X, Y and 0, 1, 2 terms and formula are internatinonal and when some body send to other person, can understand and put into practice.

 Secondly, Manovich explain modularity "called fractal structure". Forexample, one thing can be define or work different type like as movie video. BS.player, windows media player, real player and can play same video with different style.

 Thirdly, Manovich say automation fix mistakes and supply to work with correct system. Forinstance, word document can find and adjust wrong things in text.

 Fourtly, Variability is described media isn't fixed once and for all but can exist different versions. Forexample, one thing can be differnet format and can be launch various type of media.

 Finally, Transcoding is translate something to other form. Forexample, a word format of text can be PDF format.

Bibliography
Manovich, L (2002) What is New Media of Media from the language of New Media (Cambridge, Mass: London MIT Press)

Manovich and New Media

Manovich provides us with a popular definition of new media, he states 'new media identifies it with the use of a computer for distribution and exhibition, rather than production.' (Manovich, 2002, P.18) There are numerous examples of new media which include the Internet, websites, CD-ROMs, computer multimedia and DVDs. Manovich gives us an example to help understand what new media is and what it is not: 'texts distributed on a computer are considered to be new media, text distributed on paper are not.' (Manovich, 2002, P.18)

The question is, how does media become new media? Manvoich gives us insight into how this happens throughout his book. The first instance I came across was this, 'all existing media are translated into numerical data accessible for the computers.' (Manovich, 2002, P.24) The difference between old and new media is that new media operate through a form of numerical representation which is one of Manovich's key principles. 'The consequence of this development are far-reaching ... because the representation of cultural forms in numerical codes enables them to be reproduced, manipulated and transmitted with unprecedented ease.' (Beer & Gane, 2008, P.6) On computers today we can do everything; watch movies, download songs, edit pictures and play games. They act as a 'multimedia display device.' (Manovich, 2002) 

An important point to remember is that 'many new media are converted from various forms of old media.' (Manovich, 2002, P.25) With old media forms such as television and radio communications are only one way, we cannot participate in a television programme, which makes audiences passive. With new media forms such as the Internet we can be active consumers and interact with the media by playing online games, communicate with friends via social networks and so on.

What separates new media from other media forms is the fact that it is digital. 'New media is analogue media converted to a digital representation.' (Manovich, 2002, P. 43) A paperback book is not new media, but an electronic book is new media. 'New media does not include television programmes, feature film, magazines, books or paper-based publications - unless they contain technologies that enable digital interactivity.'  (Eber-Schmid & Socha, 2012, [Online]) This is a key aspect of new media. Old media did not enable the consumer to be active and interact with media. They were passive audience members who just watched, for example, a movie and that was it. 'In contrast to traditional media where the order of presentation was fixed, the user can now interact with a media object.' (Manovich, 2002, 43) Now new media allows audience members to be a part of the media. These members watch a movie, then they can go onto the website and play games, buy merchandise, read about characters and chat to other fans. This is interactivity, this is digitization and this is new media.


BOOKS:
David Beer & Nicholas Gane, 'New Media: The key concepts,' 2008, Berg Press
Les Manovich, 'The language of new media,' 2002 MIT Press

WEBSITES:
Barbara Eber-Schmid and Bailey Socha, 'Defining new media isn't easy', 2012, [Online]
Available at: http://www.newmedia.org/what-is-new-media.html
Accessed on 14 October 2013

Manovich - What New Media is'nt

Manovich identifies New Media as "the use of a computer for distribution and exhibition, rather than with production" (Manovich, pg. 43, 2002)

In this chapter of the book, we are looking at the separate historical trajectories of New Media in the form of Computing and Media technologies. We know that in historical terms, Computers where used to perform mass calculations on numerical data more efficiently. Then we see the rise of Media Technologies, where them being used to store images, sounds and text, using a different material form such as a photographic plate or film stock. (Manovich, pg. 44, 2002)

The principal of New Media I think is most important is Transcoding. The basic material principals of New Media - numeric coding and modular organisation then moved to deeper ones - automation and variability. (Manovich pg.63, 2002)

This principal surrounds computerization, which turns media into computer data. New media in general can be thought of consisting of two general layers; the 'cultural' layer and the 'computer' layer. So the cultural layer can consist of short story and plot and the computer layer can consist of process and packet, a computer language and data structure. (Manovich, pg.63, 2002)

I think this is important because as we get older, computer software and hardware is evolving and rapidly upgrading, therefore computers are being used for new tasks and carrying out new functions. Manovich says that the two computer layers influence each other(pg.64) and that they are compositing each other.

"In new media lingo, to 'transcode' something is to translate it into another format"(Manovich,pg.64,2002). This means that transcoding something and changing it to another format would gain comparability with another programme or application. So it could be used to convert video formats(Quicktime to MPEG) but it can also be used to convert HTML files to fit onto mobile devices, for the use of e-mailing applications.

Image URL (http://www.longtailvideo.com/support/bits-on-the-run/24279/understanding-our-transcoding/)

References - http://andreknoerig.de/portfolio/03/bin/resources/manovich-langofnewmedia.pdf
Manovich, Language of New Media, 2002.

"We are in the middle of a New Media revolution"

Manovich states that all forms of media have "The same potential to change existing cultural languages. And all have the same potential to leave culture as it is". (Manovich, 2002, p. 43) There has been a paradigm shift in the media landscape and the computerization of media has had a huge impact of the development of modern society "we are in the middle of a New Media revolution" (Manovich, 2002, p.43)

New Media exists on two layers, the 'Cultural' layer and 'Computer' layer. Technology-wise it is the convergence of many old media forms into one device, Manovich puts forward that the development of modern media and the development of computers where two trajectories that where designed to meet. (Manovich, 2002, p. 46)

Manovich states that there are five key principles of New Media, each dependent on the one the one that preceded it. Material principles such as numeric coding and modular organisation state that all New Media is composed of digital code and that any element of a media object is represented as collections of small, discrete samples. All these small elements are brought together into larger objects whilst at the same time maintaining their separate identity. (Manovich, 2002, p. 51) More far reaching principles such as automation and variability state that these previous principles allow many operations involved in media creation to be automated, which in turn partially removes people from the creative process. (Manovich, 2002, p.53) New Media is characterized by its variability, producing many different versions instead of a direct copy. (Manovich, 2002, p.56)

The most important principle of New Media is Transcoding. Transcoding refers to the way the human 'cultural layer' is interpreted in computerized processes and the 'computer layer' in human cultural terms.(Manovich, 2002, p. 63) Manovich believes each layer influences the development of the other and that they can no longer be viewed as separate entities.

"The computer layer and the media/culture layer influence each other. To use another concept from new media, we can say that they are being composited together. The result of this composite is the new computer culture: a blend of human and computer meanings, of traditional ways human culture modeled the world and the computer's own ways to represent it." (Manovich, 2002, p. 64)

Manovich states it's no longer just the way humans derive meaning from objects that shapes our cultural landscape, but that the computerization of content creates meaning and informs our understanding of cultural practices. The way computers represent human culture has an effect on shaping culture itself.

Bibliography

Manovich, L., 2002. The Language of New Media. [Online]
Available at: http://andreknoerig.de/portfolio/03/bin/resources/manovich-langofnewmedia.pdf [Accessed 13 October 2013].