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

change and continuity

Old media in new times? <- the solution of this is this week's purpose.
First of all, here's the summary of this week's lecture.

• 'Digital television' is not a new medium but is best understood as a change in the form of delivering the contents of the TV medium.
• New media: digital television
• Old media: immersive VR, online, interactive, multimedia
• The media of 'remediation'Jay bolter and Richard Grusin
• The digital technologies 'refashion older media'
• These older media 'refashion themselves to answer to the challengers of new media'
• New media are not born in a vanccum and, as media, would have no resources# Cultural (mis)understanding through photographs_prof. Roger Palmer

Generally, company needs revolutions. But, users don't like totally new thing. They don't hate it, they just feel constrained. So, company leave 'continuity' in new thing.
I didn't agree that. Because, I knew it's "I'm early adaptor". But, now I knew it was not true exectly.

• Polarised over the degree of new media's newness.
• Hinges upon the disciplinary frameworks and discourses
• Revolutionary - a historical perspective

1)How new or how large changes -> We need to establish from what previous states things hae changed

• Brian Winston :: observes, the concept of a revolution
• Kevin Robins :: whatever might be 'new' about digital technologies, there is something old in the imaginary signification of "imagerevolution"

2)Three possibilities
(1)how can we know that new thing is made from
(2)familiar in everyday use or consumption lose out curiosity and vigilance, ceasing to ask questions
(3)degrees of neveltynew media buzzword interactivity

Virtuality & Virtual reality

'Virtuality' was this week's topic.

We are able to meet 'virtual' easily in discussions of the internet and the world wide web; immersive, 3D, and spectacular image technologies. Then, which virtual reality is? First, it is used to describe the experience of immersion in an environment constructed with computer graphics and digital nideo with which the user has some degree of interaction. A second meaning is the space where participants in online communication feel fumselves to be. VR has various form in aviation, medical, and so on.. It makes us imagine another world such as game, or in dream.

Cyberspace,a space of virtual reality, was made a subject of discussion. There are two kinds of VR. The one is Immersive of VR, the other is VR of online network. The former is sensory, expriential. The latter is opposite. The last sub-title was 'A future scenario'. There was virtual actors of synthespians, computing power and bandwidth, technological imaginary. 'Consensual hallucination' was an example of them. Presentationer's conclusion was 'new media is in progress new'. However, I hope to add some words to conclusion because media has always been going new from past to now.

"New Media is in progress new, fresh, and always awesome"

Open API & Web crawler

Open API (often referred to as OpenAPI) is a word used to describe sets of technologies that enable websites to interact with each other by using SOAP, Javascript any other web technology. Web crawler is using of portal site which operate Web search engines on Internet. Open API make a new way to develop new application service free from acommunications network structure and technology.
On my opinion, web crawler is a adouble-edged sword. Certainly it is a convenient. Web crawler move loot of computer programing in advance, find a new information constantly, put it to find another information, intergrate that and add new index. Simplify said that user enter the few information to Internet web site, it show lot of information of that automatically and suiting he's fancy. It's useful. It save a person doing. But it have a weak point before i said. This system make to do a unnecessariness things like checking a information i didn't want. Of cause, computer naver know that. It interrupt user's sight which find a news he want and push up his work level. It lead to be caught[locked] in avicious circle. In case of web crawler we know, if we didn't consider application of open API carefully, it give pain to us. open API lead to do developing lots of application programs. Unfortunately no one can standhigh above this program. I'm sure that couldn't count of too many people put in lot's of there time and there talent to develop new program but they didn't make a perfect program. I think something miss on that.
Recently world pay attention to Clone tecnology. But simply think about this. New person who is born with Clone technology and the man are same people? no! Human have a his own individuality. Other people didn;t know this individuality if he tell nothing. It is a impossible thing to know other 100% if you know his individuality. Other's individuality is changeing each time. In This situation that people to people didn't know each other correctly, they want to find a great program that it can full of your demand. This is a wild dream. Of course it's not mean that our development arrived a boundry. After these days, many application program appearance infront of us. However, the most important thing is having the problem and that's not simple problem. Generally human always meet there limit. But somedays we should break this limit. You should be recognize the time is come. We meet a limit.
We need some other thing to turn point of our system or completely forget all our thing and restart. The limit here we said like a frame of space and time(called 4-dimentional) on mathmatics. In math, be not clear mean of frame of space and time. Just expectation. The time what Not enough to full of person to person each other, Computer couldn't full of our demand. It's my opinion. We need to going close to goal slowly and take off the problem.
In other sight, open API have a unlimited possibility come to that...I thought.

Hypertext and Dispersal & Consumption

General idea call Hypertext entrance on the stage.It reaches a high level on text.

Dr.yoon said "Serching memory system and Saving memory system is connected by Hypertext". Especially 'Hyper text as the practice of literary theory' part is impressive. He also said "Some major points of contemporary literary and Semiological theory". That is Basic for cuttural production and, connect to dadaism or computer science theory.

I studied the characteristics of new media have two part, dispersal and consumption. Dispersal is same with spread.Mass media and New mass media have special feature call "sonsumption.The multiplicity of messages and source is comprised in that. It reference different of Centralised and Dispersal. But i think it's similar to use.

I really expect next class, as usual.

Distinguish between kinds of mew media & Interactivity

The last lecture was also about new media.

At Second, October, distinguish between kinds of new media was topic.

Detail was about textuality, representation, and prductions. Textuality is with meaning and message. Representation is the presentation which happened in very old years. In productions, there are many things. For example, there is Moo(MUD game which has imagination). Besides, there are lay button & CD-ROM or DVD. In Korea, there is NANTA( a play without lines).
There are a lot of kinds of mew media, but all is not same. Simply not only products but also characters are never same. All kinds of new media should be not same sensiblely.

At fourth, October, interactivity was main idea.

Detail was about difference between passive consumption and interactivity, easily to say, the former is old the latter is new. Besides, Dr.Yoon mensioned about instrument & ideological. E-mail, shopping, banking correspond to instrumental, but shopping also correspond to ideological. In ideological, there is 'value'. It is an important point.

what are new media? - second lecture

The topic was 'what are new media's second lecture, and the subsidiary theme was non-technical and inclusive.

First, inclusive media was compared with exclusive media. Two have been expending new media. They have been going to "digitalize". Maybe it looks like having an effect on soongsil's main theme,digital brain.

Dick Higgins claimed pure medium was going to intermedium. Besides, it enlarged new media. Originally, in old times, it was widely liked 'catagorized' and 'compartment', and it related with feudel. However, it have been changed. Every media is going new media. Any trifling thing is being related with new media.

Denotation and connotation was compared. It's on Semiotics. However, it's not just related with Semiotics. There're so many things on media. There's not any things just denotation on media. Today, we have to take cognizance of many connotations on media. It's new media, I thought.

The Second Lecture : What are New Media

The last lecture's topic was 'What are New Media'.

Man who announced his prepared paper last time make compare Media with New Media, the media as an institution, intensity of change, and so on. I thought media & new media were related with just past & present. But I became to know I was just simple.

According to Dr.Yoon's word, media & new media related with modernity & post-mordernity. By changing our life, media have been also changed. At first, the word 'Media' was originated in 'medium'. For example, it's like egg white for attaching color powder on wall or paper in painting, paper, megagine, newspapers, TV for making communicating people. In accordance with time went by, media have been changed, it settled down as one of culture. Besides, as computer have been developed and our life have been innovative, media brought about new media. It became a new technoculture..

This lecture made me meditating on new media, is the Yoon's last session lecture topic. It entertained me,and already made to expect next lecture.

Theoretical Background : Traditional Thoughts on Art

The class was going on speaking English from the second class.
I was nervous, but my anxiety was getting loose because of class' atmosphere. It was harmonious between Dr.Yoon and students. I felt this is going to be more interesting class than I expected.

Main idea of the first lecture was 'Theoretic Background : Traditional Thoughts on Art'.
Plato, Aristoteles, Greek mythology, Hume, Kant, Hegel, Goodman, Heidegger.. I knew that there are many philosophers and they are all related with Art.

After class, I called to mind something. In my opinion, Art is the abstruseness thing. In drawing, playing, sounds, performance, and others... Although Some other people may think art is just one of artist's exclusive possession, my opinion is quite diffrent. I think art is all people's hobby, speciality, mind, life...that is all people's one.

I'm expecting next lecture now.