1. Medium Effects
The Medium is the Message (McLuhan): Technological Environment is the
Key.
Mediums Shapes the Message (Postman): Mediums transform content. Not
every
message is translatable.
The Medium Embodies the Message (Negroponte): Bits are the stuff of
multiform-
messages.
2.Technological Myopia
First order effects are overestimated. Second order effects are
underestimated.
3. Myopic technological rationalism
Attributing excessive importance to the efficiency of the new medium.
Underestimating the importance of the social communication
processes
present in relationships with the technology.
4. Technological Efficiency Paradox
Technology offers the potential to make life easier but added
complexities
increase both difficulty of use and user frustration.
Technological developments for
digital
environnments
5. About Bits
The economy of bits is driven by bit architecture and by the
constraints
imposed by storage and delivery mediums.
One can fit many separate streams of bits through the same space/channel
that
previously could carry only one analog stream. Bits can be error corrected
more
easily than can analog information. Bits can be modified and manipulated
relatively
easily. A bit is a bit is a bit: Bits don't care what kinds of information
they
represent.
6. Bit radiation and time
Only live events need real time display. All other events will be
received,
stored, culled, reorganized, redisplayed.
7. The Negroponte Carrier Switch
That which is now in/on the ground will take to the air. That which is
now
in the air, will soon be found in/on the ground. Though loop networks
(such as cable) now combine with star networks (like phone) , STAR networks
will take over.
8. Moore's Law from both sides
Computer power and speed double every 18 months to two years. Rapid
increase of computer
speed/power is a good thing. Rapid increase of computer speed/power is
bad
thing.
9. Improving System Efficiency
Close the windows: Right now, systems are designed for generalist use.
Systems
will work better as they are pruned and designed specifically for a smaller
set of
terms and functions. Designing usable technology: The Psychology of Everyday
Things. The interaction should be a cooperative endeavor between person
and
machine.
Misconception and/or miss-appropriation can happen on both sides.
10. Why designs go wrong
Innovation is faster than human evolution /adaptation. Aesthetics do not
equal
usability. Designers are not typical users. Designers work to please clients,
not
end-users. Design is for every-person; however, we are all special. Gulf
of
Execution
is too wide (difference between user intention and outcome). Gulf of Evaluation
is
too wide (difference between perceived and interpretable physical
representation of system and intended actions).
11. Why computers go wrong
Computers break most of the rules of good design. Most users end up spending
an
inordinate amount of time working on the computer rather than on the problem.
Creeping featurism. Worshiping false complexity.
12. Good design aids
Affordances (perceived and actual properties of objects which provide clues
as
to
how they work) Visibility (state of device and action alternatives). Strong
conceptual model (coherent, consistent, predictable system image). Good
mappings (clear relationships among actions-results, controls-effects,
system
state-actions-outcomes). Feedback (full, continuous, accurate info. about
the
results of actions. Proper balance of required knowledge in the head and
knowledge in the world. Test, retest, be flexible.
Implementing technological
developments
13. 30 year rule
Communication Technology innovations take approximately 30 years
to
become "everyday."
When innovations "hit," though they were a long time in development, they
appear
"overnight."
14. Ev Rogers' Diffusion Theory
(about when technology will "take", not about how news spreads)
Relative advantages? Is the innovation really better? Compatible with current
technology? Easy to use? Reliable? Observability/word of mouth? Especially
from
early adapters. Fidler adds: Bridges of familiarity (especially metaphors/icons).
Motivating socio-economic-cultural opportunities. Suppression of radical
potential.
15. Medium survival principles
All established forms must change in response to emerging new media; or
die.
Co-evolution of all communication forms. Convergence Of MORE not fewer.
Lots
of "path crossing" and "overlap". Increased complexity looks like disorder,
but may be chaos theory in action.
16. The Communication Business Paradox
Innovation is competition driven. Communication is monopoly driven.
17. About cross-ownership
Negroponte thinks cross-ownership is good: Bits co-mingle so help explain
each
other.
Companies pick up additive abilities to collect and distribute information.
Co-mingled
companies are stronger so more stable. Ed thinks cross-ownership may be
bad:
Competition helps keep companies working hard. Competition helps keep
companies
honest. The bigger the company, the more insulated and hard to influence.
18. Traditional Broadcasting vs. New Media
Narrowcasting
Broadcasting charges little for many eyes. Broadcasting casts a wide net.
Broadcasting
is pushed toward users. Broadcasting is culturally collaborative. Narrowcasting
costs
a lot for fewer eyes. Narrowcasting targets very specific users. Narrowcasting
is
pulled
by users. Narrowcasting isolates and individualizes.
19. Technological Complexity Paradox
Increasingly complex technologies are headed for Users with
decreasing levels
of preparation for using technology.
20. Curve of Complexity
U-shaped complexity curve: high at first; drops and evens out; then rises
sharply
with innovations. The same technology that simplifies life by providing
more
functions
in each device, also complicates life by making the device harder to learn
and use.
21. The Advantages Gap
Without intervention, the information marketplace will widen the gaps
between rich and poor countries and people. Haves and have-nots might
get
a better look at each other. These views may further widen, or may help
narrow,
the divides.
22. Bit protection
Copyright laws must be re-written Or dropped. The recombinant nature of
digital
information confounds current laws. Interstate and international commerce
laws
are
grossly inadequate for the digital world.
23. The Principle of Relative Constancy
Americans spend a consitent amount of money on entertainment and
information. That
amount is limited by other fixed needs/costs (housing/food/education/heathcare,
etc.).
The total spent on entertainment and information, as a percentage of total
money spent,
hasn't much changed over generations. So money which might be spent on
new
media may well come out of money now spent on old media (or not be spent
at all)
Social developments from
digital
environments
24.The Death of Distance
Horizontal bonds (language, culture, jobs) will be strengthened across
different parts of the globe. Vertical bonds (governments and
companies
to people) will weaken.Familiarity may (or may not) breed love; but it
will
drive knowledge of others. Income distribution across countries will
narrow,
but within countries will widen. Digitization leaves tracks: commercial
use
of
content can be targeted. Information overload will both enable and cripple
government surveillance efforts.
25.Global Village vs. Global Marketplace
In the village, folks would--Be interconnected--Be interdependent--
Telecommute,
mixing home with job-- Share a cultural veneer so, would be informed about
each
other. In the marketplace, folks--Would share a public info. infrastructure--
Could
access widely available info. resources--Could scale info. use to their
needs--Are
very independent.
26. Urban Villagers vs.Urbane Villagers
Folks might be very Urbane, and ignore those in need and eschew contact
with
others.
Folks mightstress their participation as villagers and use info. to nurture
culture
and
relationships.
27. Control
Technology has long been used as a form of control. If users don't fully
understand
the new environment, technology, formalism, bureaucracy will prevail. CMC
does
not favor democratic political development. CMC does not function uniformly
across
environments. CMC does not break down established organizational/social
barriers.
Status differences still work their ways. Who controls the products of
a certain
technology? What social project is incorporated in that technology? CMC
can
allow
more unknown observation. Asymmetry in message/sender/receiver: sending
now
involves far lower costs, so happens more often.
28. Liquescence
The state in which power resides Authoritarian power thrives on
absence.
Global economy lacks local outposts where one can find and critique the
overly
powerful
establishment. Architectural monuments of power are hollow/empty: the elite
operate
in cyberspace.
29. New Media might Challenge/Resist
existing
Power Elite
Artistic creation can establish resistive public forums (esp. recombinant
content).
Digital hypertext might break linearity and destabilize the inevitability
of textual
authority (so users can reach their own conclusions). Images can no longer
be
taken
as having fidelity to referents. Plagiarism might be back: the nature of
"author"
was
probably more political than real anyway. Though networks are still centralized,
the means of production is de-centralized. Technology can be a means of
active
production rather than passive consumption.
30. Pulling instead of pushing
In the current environment, most information gets pushed onto/at consumers.
In the
new media environment, more information will be pulled by users. Pulling
may
empower users However pulling provides LOTS of tracking information to
producers
such that they might encourage the change.
Ontological implications
31. New Media, Ancient Humans, Old Brains
We can't/won't rewire humans overnight. New/Digital media will have to
fit the
ways that we are, now, or only early adopters will stay with it.
32. The Cartesian Split
On the "Technology" side: Science/ Logic/ Reason/ Progress/ Developing
"civilization"
/ Environmental concerns/Nuclear fears
On the "Humanities" side: Art/Religion/History/Literature/
Anti-technology/
Anti-establishment/Impractical/ Cultural hegemony/ Elitist/ aesthetics
Reuniting technology & humanities. If left alone, New Media exacerbates
the split.
Techies have to shift interest from structure of information to the conceptual
meanings in information. Humies have to learn to master and control the
potentialities
of New Media.
33. Tools/Technologies/artifacts transform
reality
Tools are occasions for redefinition of goals and meanings. Artifacts
are
interfaces between\actors and environments. Artifacts embody the principles
and
practices of a given culture. Artifacts enable and constrain Artifacts
have politics
and are involved in struggles for socioeconomic control. Artifacts modify
practices,
abilities, competencies, ways of thinking.
34. The Media Equation (new media, old
brain)
Media equal real life. People expect new media to follow the natural
rules of
interpersonal interaction, as though the rules apply in and to media as
well.
People
respond socially and naturally to media even though they believe it is
not
reasonable
to do so and though they don't think they themselves do. People can think
through this
and avoid it but when they don't (when tired, distracted, busy, "normal,"
on
autopilot),
they follow the equation. People like most that which is present, simple,social,
natural,
easy.
34a. Media Equation Findings I
(Interpersonal/Small Group)
Polite is better. Nearness increases participation. Praise is better than
blame
(flattery).
Praise from others is good; from respected others is even better. Personality
is
better
than fact. Liking is the primary emotional response (or NOT liking). Teams
are
good
(identification and interdependence); even when people are teamed with
machines. Gender
counts, is role differentiated, with male preference.Negative media
is disliked by remembered. Media arouse, arousal can accumulate; arousal
is not
antithetical to thought.
34b. Media Equation Findings II (General
Com)
Specialists are thought to be better (even when a machine).
Multiple voices differentiate so may be problematic (and/or may be used
strategically) in computers. "Kill the
Messenger" holds for sources orientation (programmers are transparent and
missing).
Size arouses. Perception is crucial (that which seems true is taken as
true).
34c. Media Equation Findings III (Mass Com)
Motion gets attention and prepares user for action. Scene changes demand
attention
(cuts); visually dynamic messages get favorable attention. Subliminal imagery
is everyday. It can prime later actions. Picture fidelity does not matter
much;
sound fidelity does.
Synchrony (correct audio/video timing) is CRUCIAL.
35. Fear of Fragmentation
Every new representational medium has been accompanied by fear that
representational arts can be delusional. The more persuasive the medium,
the
more
dangerous. Digital can assimilate all previous representations . . . So
seems
excessively
dangerous.
36. Fragmentation of the Self
In the forever-ness of nextness--always changing images, we may lose a
sense of
who
we really are. Digitization enables role-taking to the extreme. Authorship
becomes moot.
37. Answer to fragmentation: Kaleidoscopic
Vision
Multiform narratives feature alternative time/action lines Readers assume
a
more
active role when processing them: Immersion is possible here; agency has
real
outcomes. Digital media can manage multi-form-ality via procedurals, spatiality,
the encyclopedic nature of computers. Mosaic forms of communication present
a
new
epistemology Computers might help us master the fragmentation of the age.
We
may
learn to understand narrative PROCESS (rather than just practices and/or
outcomes).
We can reenter the multiple possibili.ties to see how alternatives work
out.
Hypertext
is nice, but the real power here is simulation
Epistemological implications
38. Epistemological Changes
Deliberate and careful data analysis and critical thinking may fade. Quick
informational accessing and processing will increase. The IMAGE may
dominate
rather than content.
39. Textual/Digital Oscillation
{e.g., scale changes transform reality}
We thought we were: Doing unconscious expression / looking through text/
working
toward Correctness . Instead, need to learn to know so as to write about
it/do
self-conscious design look at text / work toward Effectiveness-Decorum/
Learn so as to use it.
40. Introduction to Chaos Theory
Small scale disorder is often large scale patterning. Small variation events
often
cascade into large scale patterns of change. Scale is relative to point
of view: a
wider
view will often show patterns which look random up close.
41.Epistemological Chaos & New Media
Digital Visualization works as as a vital new conceptual tool. Digital
introduces new attention structures. Our attention is drawn to Dynamic
stability Chaos Boundary conditions The liminal (in gray areas) Life is
information
which creates new meanings. Digital promotes self-consciousness about
oscillation.
Ed Lamoureux
Associate Professor, Speech Communication
Interim Director, Multimedia Program,Bradley University
