Analyzing a media artwork using network
-Sub idea : Advertisement -


20022677 Kim Wan-suk


These day is media artwork period limitless than past. We pass the time that we think ‘media is medium’ today. These are lots of media art like design which is made by monitor and drawing or web design of network. Also, we use this on commercial marketing. It means that media artwork is part of advertisement. In today’s advertisement world, art have unlimited value. A general idea which fusion of art and technology encroach on market of advertisement. A long term contract add the power to grow that market. People think to change their mind from interest to selling. I’m sure that marketing is a important part of media artwork cause it put to practical use modern network out from past which use one’s foot.

Good media artwork catch people’s eye sight. Advertisement which begin from this is connected to network media artwork. We already know a famous artist. Bek Nam-Jun who use monitor art. Well.. other hand, it is a simple arrangement of monitor, but sponsors use this on advertisement, and this is a big issue of media word. Not only Bek Nam-Jun, it make out lots of advertisement using splendor illustration Guen Sin-A’s illustration which do herself mixing with model take a spectator’s mind strong Nency Lang who use ‘Terbuogini series on Ssam-Gi advertisement is same case. It show one thing. Advertisement is the best trickery way open consumer’s purse. Network art marketing use internet and broadcast have a powerful fascination on business. It have critical charm. Indiviualy KB advertisement that ‘Rain’ contribute give me a strong physiognomy. Because it emphasize fusion of digital graphic and analog hand art not only play up super star marketing UCC(User Create Contents) give some help to grawing at advertisement market.

But in Korea, this nation have few advertisement using media art than the west. It is not only problem of cognition ‘super star = money’ this simple rule give special effect to advertisement market. So many advertiser use super star item. We should be invest more to media art. It lead to grow up quality of our advertisement. Of course, it lead to grow up people’s understanding. It’s my hope. If people ask, “what is the best work using media art? You think?” I answer “Advertisement!!”. Of course, not only advertisement other network media artwork is too.

conclusion: the extent of the 'extensions of man'

This week's title was conclusion: the extent of the 'extensions of man'.
Main idea is divided like this.

※asthetic object from material to abstract idea.

- conceptualism & minimalism

• spatial shift
• ideologic shift(value)
• discursive field

1) short history of technology - based media art before 2000s

• begining - 1967 E.A.T(Experiment in Art and Technology)
• Application of simple technologics 1970s & 1980s before www.
• Application of internet technologies

2) Media artworks after 2000s

• character : dynamic, interactive..
• breakage: fine art(artwork without artist) & other art

3) Applied media artworks

• art + com
• etc

new media: determining or determined? 2

This week was ' new media: determining or determined? ' s second time.
Marshall McLuhan and Williams, these two man was lecture's heroes.

1. The extension thesis

• The technology is an 'extensions of man' (based in the nature of the human body)
• Aristotle : the body is the soul's natural tool, The core of the idea is that instruments
• extend the functions of the labouring body
• Marx
• KAPP : nervous system, circulatory system, organ project
• Bergson : if our organs are natural instruments, our instruments must then be artificial organs

2. The environment thesis

• The new media not bridges between man and nature : they are nature
  that above a certain threshold of quantitative change(the number of technologies a society uses) there arisea qualitative change in the structure and functioning of that society
  that technology, at that point, becomes autonomous, determining its own future and that of the society it shapes

3. The anti-content thesis

• the medium is the massage
• Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication
  
• Human agency versus technological determination
  
• The plural possibilities and uses of a technology
  
• Concepts of technology
  
• The concept of a medium
  
• The medium is the message
  
• Medium as a reification of a social process
  
• Medium as material

Frankfrurt School critique & Determining or determined

Last week's topic was 'The return of the Frankfrurt School critique in the popularsation of new media' & 'Determining or determined'. Here is the summary.




•Abstract notion
•Why the Frankfurt School produced first critical perspectives on mass media and popular?

•Strinati
– elitism - view mass as passive non-discriminating consumers
•Alan Meek
– dominant kind of relationship

•Mass society critics feared four things:
– the debasement and displacement
– the erosion of high cultural traditions
– loss of the ability of these cultural traditions to comment critically on society 's values The indoctrination and manipulation

•Fascism and Stalinism : Totalitarianism
•The tyranny of market, ’mere’ consumer
•Active looking back to a pre-mass culture

•Bertolt Brecht
– The Radio as an Apparatus of Communication
– Two-way channels of communication
•Walter Benjamin
– The Work of Art in the Age of Mechanical Reproduction

•amazing novelty of the possibilites that are opening up
•But fails to help us understand what is happening around us.




•new media : determining or determined?
•very difficult theorists of media
- Marshall McLugan & Raymond Williams

•different between McLuhan & Williams?
1)McLuhan : new media change everything
2)Williams : new media can take only effect though already present social processes and sustain existing power relations

•Mainstream of media studies
- played technological elements medium has.

•Marshall McLuhan(1911~1980)
- nationally : Canada
- Activity : editer - inovator of media

•Williams and McLuhan carried out their influential work is the 1960s and 1970s.
•McLuhan's major works
- 'The medium is the message' : like E-mail, i thought.
- 'global village' : In Korean, 'ji-gu-chon'

Old media & discursive construction of new media

The last titles were 'who was dissatisfied with old media', 'the discursive construction of new media'. Here's the first title's summary.



•Psychoanalytic theory
–Critical thoughts…
–Recast in more sociological language

•The imaginaire
–Jacques Lacan
–‘real’ & ‘symbolic’
–Not refer poetic mental faculty or the activity of fantasizing

•Apply to technology
–Role of such an ‘other’
–Social reality and desires for a better society

•Abstract notion
–Case study
–Reminding ourselves
–Considering the recurring sense

•Loss of the form that are displaced
–Photography on painting
–Television then video on cinema

•More recently
–Digital imaging on photographyGraphics software

•Understanding the conditions
–Seeing values a culture
–Understanding how the concrete object


And second title's summary.


Ø What is discourse?

“Discourses” means to construct their objects.
new media provides technological imagination

Ø A sense of repetition in how media changes

#the contextual meaning of déjà vu
- each new medium occurs technologically and socioeconomically in the same way
- the same patterns of response from the members of the culture.
#critical point
the same patterns occur in different historical and social contexts

Ø Determine a kind of media

#handmade images and still photographic images from film and cinema ->The appearance of panorama or diorama theater -> technological visual culture -> what is real?

Ø Discursive construction of new media

#Visual reality in new technology
- communication media
- enrich existing forms of consumer culture

A sense of deja vu & Conclusion

The last class' theme was a sense of deja vu & Conclusion.

According to text, two kinds of historical enquiry are relevant. the first is to be found in the existing body of media history, such as: literacy, the printing press, the book, photography, film and television. These long-standing topics of historical research provide us with detailed empirical knowledge of what we broadly refer to as earlier 'media revolutions'. Second, a more recent development has been historical and ethnographic research into our imaginative investment in new technologies, the manner in which we respond to their appearance in our lives, and the ways in which the members of a culture repurpose and subvert media in everyday use. This is the concept of the 'technological imaginary'. These two concepts were so serious and complex a bit, but interesting things at the same time. I became knowing about the concept 'deja vu of new media'.

what kind of history?

Today's topic was 'what kind of history?'.

1. Deferred future of new media

• because of technological underdevelopment?
• be used and nuderstanding according to older, existing practices and ideas
  The veiw of modernist aesthetic

2. mediun has its own kind of essence

• medium has to be genuinely new from the past and old media
• experimentalism
• imperialist
• Pictorialists
• photograhper wanna be artist. so they take pictures like a painting.
• pictorialists are would be the examples of the perceptual immperialists?
  
  

3. From cave paintings to mobile phones: In Rheingold historical scheme

4. From photography to telematics: extracting some sense from teleologies: an eight-stage historical model of the progressive development of technologies of image production and transmission

5. Seeing the limitis of new media teleologies: from an abstract system of logic, through the development of calculating machines, to the computer as a 'medium'

6. Foucault and genealogies of new media: Foucauldian perspective