Media Cultures NEWM1001 week 1 09


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Powerpoint for week one of NEWM1001, Media Cultures 1 - NEWM1001 - Lecturer: Tracey Meziane Benson

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Media Cultures NEWM1001 week 1 09

  1. 1. Cultural Practice & New Media Media Cultures 1 Week 1 – 21 July 2009
  2. 2. Introduction: New Media and Cultural Practice <ul><li>Live – Analog – Digital </li></ul><ul><li>What is ‘culture’? </li></ul><ul><li>What Is New Media Culture? </li></ul><ul><li>Theories of Representation </li></ul><ul><li>Reading ‘culture’ from Images </li></ul>
  3. 3. (New) Media: Analog vs Digital <ul><li>Analog technology responds to a live signal (voice, visual image) and translates it into electronic impulses or chemical reactions: eg phonograph records, film, non-digital cameras. </li></ul><ul><li>Digital technology breaks the live signal down into a binary code and then via a receiving device (monitor, phone) it reassembles them into the original pattern. </li></ul><ul><li>Analog may not get replication completely ‘right’, as digital does, but analog does still allow a warmer, richer range of replication </li></ul><ul><li> </li></ul>
  4. 4. So why “new” media? <ul><li>Available New Technologies : </li></ul><ul><li>A coming together of numerical calculating technology, cinema and broadcast. </li></ul><ul><li>New and Emerging Ways of Thinking: </li></ul><ul><li>Postmodern, Poststructural </li></ul><ul><li>Eg. Intertextuality – ‘all texts only make sense to us in relation to other texts, that we understand them as a part of a web of textuality’ (Lister 28) </li></ul><ul><li>:Not so much the death of the author as the rise of the reader </li></ul>
  5. 5. What Is Culture? <ul><li>The way in which people communicate and live together, including the tools they use to communicate and live together : language, film, fashion, houses, cities, music, visual art, computers, transportation, and all the various discourses which people use to organise the world (and other people). </li></ul><ul><li>Definitions of Culture (also in Readings) </li></ul>
  6. 6. Defining Concepts in New Media (Lister et al.) <ul><li>Digitality </li></ul><ul><li>Interactivity </li></ul><ul><li>Hypertextuality </li></ul><ul><li>Dispersal </li></ul><ul><li>Virtuality </li></ul>
  7. 7. Manovich’s Principles of New Media Manovich, Lev (2001). Language of New Media , Cambridge, Massachusetts, London, England:The MIT Press, pp 27-48 <ul><li>Numerical representation </li></ul><ul><li>Modularity </li></ul><ul><li>Automation </li></ul><ul><li>Variability </li></ul><ul><li>Transcoding </li></ul>
  8. 8. Other Key terms <ul><li>VR – Virtual Reality </li></ul><ul><li>Convergence </li></ul><ul><li>Cyberspace </li></ul>
  9. 9. New Media Culture <ul><li>Diversified, mass distribution but relies on individuals passing information on -a viral process. Individual to individual to individual to individual …. </li></ul><ul><li>Communications via new media have the potential to continue ad infinitum </li></ul><ul><li>Mass audience for the sublime and the dreadful, the amateur and the professional </li></ul><ul><li>(how to distinguish between the 2?) </li></ul><ul><li>Portable, mobile and personalised points of access </li></ul><ul><li>Increasingly becoming less expensive: a lot can be done on old machines </li></ul>
  10. 10. Theories of Representation (a) <ul><li>Reflective/Mimetic </li></ul><ul><li>‘ the truth is out there’ and language or some other system of communication can accurately imitate it. </li></ul><ul><li>Intentional </li></ul><ul><li>The person who does the communicating (speaking, drawing, web-design, filmmaking, sculpting etc) is in total control of the ‘message’. Meaning is fixed. </li></ul>
  11. 11. Theories of Representation (b) <ul><li>Constructionist </li></ul><ul><ul><li>Language, art, the web are all ‘signifying practices’: </li></ul></ul><ul><li>The symbols that are used in these signifying practices can all be used in many ways to mean many things. </li></ul><ul><ul><li>The way we make the message is not the message itself and no message is ever ‘fixed’ forever. </li></ul></ul><ul><ul><li>People construct ‘meanings’, and often very different ones, from the same symbol. </li></ul></ul>
  12. 12. New Media and Representation <ul><li>A new signifying practice based on digital technology </li></ul><ul><li>New Media offers various ways of representing the world, whether by immersing our senses in fictionalised ‘real life’ or fantasy or by allowing us access to ‘live’, ‘happening now’ information and dialogue </li></ul>
  13. 13. Reading Culture from Images <ul><li>Denotation: </li></ul><ul><li>what is denoted by an image, what it ‘literally’ refers to </li></ul><ul><li>Connotation: </li></ul><ul><li>the many meanings that are available from the image, depending on our own personal experience, the viewing context, cultural assumptions. </li></ul>
  14. 14. Today’s screenings <ul><li>Come to Daddy (Aphex Twin), Chris Cunningham </li></ul><ul><li>Elektrobank (The Chemical Brothers), Spike Johns </li></ul>
  15. 15. The Yes Men
  16. 16. Bush Mechanics
  17. 17. Come to Daddy (Aphex Twin)
  18. 18. Elektrobank - (The Chemical Brothers)
  19. 19. Adapted by Tracey Meziane from the original presentation by Dr. Catherine Summerhayes Credits: