networks of remediation july 11, 2011. networks of remediation each [medium] participates in a...
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Networks of
RemediationJuly 11, 2011
Netw
ork
s of
Rem
edia
tion
Each [medium] participates in a network of technical,
social, and economic
contexts; this network
constitutes the medium as a technology” (65).
Netw
ork
s of
Rem
edia
tion
A medium in our culture can never operate in isolation, because it must enter
into relationships of respect and rivalry with other media” (65).
What is a Medium?
What is a Medium?
For Bolter and Grusin, a “medium”
is “that which remediates.”
However, for them, a medium “can
never operate in isolation” (65).
The Material and Economic Dimensions of Remediation
Mate
rial/Eco
nom
ic
Dim
ensi
ons
Each new medium has
to find its economic place by replacing or
supplementing what is
already available . . .
economic success, can
come only by convincing consumers
that the new medium
improves on the experience of the older ones” (68).
The Social Dimension
The S
oci
al
Dim
ensi
on
“The appeal to authenticity of experience is what brings the logics of immediacy and hypermediacy together.
This appeal is socially
constructed. . .[w]hat
seems immediate to one
group is highly mediated
to another” (71).
Two S
ense
s of
Imm
edia
cy
Two S
ense
s of
Imm
edia
cy
• Epistemological
Two S
ense
s of
Imm
edia
cy
• Epistemological“. . .immediacy is transparency: the absence of mediation or
representation” (70)“. . .the notion that a
medium could erase
itself and leave the viewer in the presence
of the objects represented” (70)
Two S
ense
s of
Imm
edia
cy
• Epistemological• Psychological
Two S
ense
s of
Imm
edia
cy
• Epistemological• Psychological“. . .names the viewer’s
feeling that the medium
has disappeared and the
objects are present to
him, a feeling that his
experience is therefore
authentic.”(70)
Two S
ense
s of
Hyp
erm
edia
cy
• Epistemological
Two S
ense
s of
Hyp
erm
edia
cy
• Epistemological“. . .hypermediacy is
opacity—the fact that
knowledge of the world
comes to us through
media. The viewer acknowledges that she
is in the presence of a
medium. . .”(71)
Two S
ense
s of
Hyp
erm
edia
cy
• Epistemological• Psychological
Two S
ense
s of
Hyp
erm
edia
cy
• Epistemological• Psychological“. . .the experience that
she has in and of the
presence of media; it is
the insistence that the
experience of the medium is itself an experience of the real”(71)
Face
book
Let’s go back to Facebook and
let’s figure out why it is so
successful. . .
Now
, yo
ur
turn
: You will be placed into a
group. Each group will
be assigned to an aspiring social media
site. Your job will be to
complete these tasks:
Now
, yo
ur
turn
:
1) In a few paragraphs
(or more), rhetorically
analyze the website,
using as many of our
keywords as you can.
What is this site explicitly persuading?
What is it implicitly arguing? How does the
site employ image and
text? Is it effective?
Now
, yo
ur
turn
:
2) Next, examine the
website and develop a
genealogy of remediation. From this
list, determine whether
each in this list would
represent a relationship
of "respect" or "rivalry"
to your social media
site. (A list is fine here)
Now
, yo
ur
turn
:
3)Determine what the
website's target audience(s) are. Be very
specific here—consider
age, race(s), sex, class
etc. but also what sort of
social life you can assume the website is
targeting.
Now
, yo
ur
turn
:
3)Determine what the
website's target audience(s) are. Be very
specific here—consider
age, race(s), sex, class
etc. but also what sort of
social life you can assume the website is
targeting.
Now
, yo
ur
turn
:
4)Finally, using this demographic
knowledge, your group will play
the role of marketers to do two
things: first, you must come up
with a pitch (including a slogan)
that will honestly persuade
consumers (ie. your audience) that
"the new medium improves on the
experience of older ones" (you'll
have to tell us what those older
ones are) ; second, you must
develop a list of ways in which to
"spread the content over as many
markets as possible" in order to
popularize your product (68). How
could you remediate your product
to boost its popularity?
Now
, yo
ur
turn
:
1) In a few paragraphs (or more), rhetorically
analyze the website, using as many of our
keywords as you can. What is this site explicitly
persuading? What is it implicitly arguing? How
does the site employ image and text? Is it
effective?2) Next, examine the website and develop a
genealogy of remediation. From this list,
determine whether each in this list would
represent a relationship of "respect" or "rivalry"
to your social media site. (A list is fine here)
3)Determine what the website's target
audience(s) are. Be very specific here—consider
age, race(s), sex, class etc. but also what sort of
social life you can assume the website is
targeting.4)Finally, using this demographic knowledge,
your group will play the role of marketers to do
two things: first, you must come up with a pitch
(including a slogan) that will honestly persuade
consumers (ie. your audience) that "the new
medium improves on the experience of older
ones" (you'll have to tell us what those older
ones are) ; second, you must develop a list of
ways in which to "spread the content over as
many markets as possible" in order to popularize
your product (68). How could you remediate your
product to boost its popularity?
Weekl
y Pr
oje
ct
Thre
e P
revi
ew
For this Weekly Project, each
group will share a rough, but
substantially complete,
chapter from their Project
One Assignment during an
in-class Editing Workshop. In
order to prepare for this
Workshop, your group needs
to focus on developing/selecting what
material you would like to
submit. Todays Project One
Group Meeting should focus
on this.
Networks of
RemediationJuly 11, 2011