Remediation and the Social View of Technology (9/2)
Williams Critique of McLuhan <ul><li>“Technological Determinism” focuses too much  </li></ul><ul><li>on how the media tran...
Social View of Technology  (Williams) <ul><li>Remember that people make choices about the ways in which we research, devel...
Historicizing Technology (Williams) <ul><li>New technologies are often shaped by existing  </li></ul><ul><li>communication...
Defining Remediation  (Bolter and Grusin) <ul><li>“ Digital visual media can be best understood  </li></ul><ul><li>through...
Immediacy (Bolter and Grusin) <ul><li>“ A style of visual representation whose goal is to  </li></ul><ul><li>make the view...
Hypermediacy (Bolter and Grusin) <ul><li>Combination of many different forms of media (e.g. video, handwriting, animation,...
The Double Logic of Remediation <ul><li>“Our  culture wants both to multiply its media  </li></ul><ul><li>and to erase all...
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Remediation and the Social View of Technology

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Remediation and the Social View of Technology

  1. 1. Remediation and the Social View of Technology (9/2)
  2. 2. Williams Critique of McLuhan <ul><li>“Technological Determinism” focuses too much </li></ul><ul><li>on how the media transform social relations </li></ul><ul><li>thus ignores the ways in which people and </li></ul><ul><li>social structures also shape media) </li></ul>
  3. 3. Social View of Technology (Williams) <ul><li>Remember that people make choices about the ways in which we research, develop, and use technologies (and thus technological developments are not “inevitable”). </li></ul><ul><li>Analyze how social structures (governments / militaries, corporations, economic systems) influence how technologies are developed and used. </li></ul>
  4. 4. Historicizing Technology (Williams) <ul><li>New technologies are often shaped by existing </li></ul><ul><li>communication infrastructures. </li></ul><ul><li>Television and radio are a “social product” of the paradoxical tendency for people to become both increasingly mobile and increasingly centered on the “private home.” </li></ul><ul><li>Technological change is usually more an “evolution” than a “revolution” </li></ul>
  5. 5. Defining Remediation (Bolter and Grusin) <ul><li>“ Digital visual media can be best understood </li></ul><ul><li>through the ways in which they honor, rival, and </li></ul><ul><li>revise linear-perspective painting, photography, </li></ul><ul><li>film, television, and print….What is new new </li></ul><ul><li>about new media comes from the particular </li></ul><ul><li>ways in which they refashion older media and the </li></ul><ul><li>ways in which older media refashion themselves to </li></ul><ul><li>answer the challenges of new media” </li></ul>
  6. 6. Immediacy (Bolter and Grusin) <ul><li>“ A style of visual representation whose goal is to </li></ul><ul><li>make the viewer forget the presence of the </li></ul><ul><li>medium (canvas, photographic film, cinema, and </li></ul><ul><li>so on) and believe that he is in the presence of </li></ul><ul><li>the objects of representation&quot; (Bolter and </li></ul><ul><li>Grusin 272-73). </li></ul>
  7. 7. Hypermediacy (Bolter and Grusin) <ul><li>Combination of many different forms of media (e.g. video, handwriting, animation, print, images) into one digital text. </li></ul><ul><li>A “style of visual representation whose goal is to remind the viewer of the medium&quot; (Bolter and Grusin 272). </li></ul>
  8. 8. The Double Logic of Remediation <ul><li>“Our culture wants both to multiply its media </li></ul><ul><li>and to erase all traces of mediation: ideally it </li></ul><ul><li>wants to erase its media in the very act of </li></ul><ul><li>multiplying them.” </li></ul>
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