The Medium is the Massage expresses the value for the medium in which something or some idea is communicated. Through Mcluhan’s essay or “mosaic”, he incorporates different photos and arranges words and images to convey a separate message to his textual message. If you focus on the photos, you can begin to see a different side of message, or a new interpretation. What McLuhan demonstrates is that the medium of the communication has a larger impact on the individual experiencing it, rather than the content itself.
(The Medium is the Massage by McLuhan)
The introduction of new electric culture compared to print culture is that this new digital age has allowed for growth in mediums. The media that is emphasized through the new digital age has allowed for new types of extensions of the body. These extensions are the new mediums that alter our perceptions of a certain piece. Lev Manovich’s 5 principles of new media extend McLuhan’s ideas through referencing the important of media elements and their uses, as well as the variability that comes with new media. Manovich discusses Modularity as his 2nd principle, discussing the use of elements such as images, sounds and shapes and how they are used to form bigger objects, while also keeping their individual identity. This directly connects to McLuhans use of images and symbols, that he uses to tell a story through a “mosaic”, where they all have their own identity, but come together to form something larger.
(Youtube, Blue Lighting TV Photoshop)
Variability is Manovich’s 4th principle, highlighting how through digital media an object can exist with infinite versions. I think this connects to McLuhan’s ideas in that medium has an infinite amount of ways to be interpreted, and connects with the variability of digital media. Considering that McLuhan did not get to experience this new digital age we are accustomed to, he was very close to so many things that were not even possible during his time.
Manovich’s principles have an effect on social interaction through the interconnectedness of people and new media. In this day and age we are all enveloped with media, whether in the form of using social media, creating digital art, or just owning an IPhone. These principles are all useful to us, for example his 3rd principle of automation. If you have ever used a filter on your phone, you are using something that is already programmed for that. We use these things to make our lives easier.
I think much of what Manovich discusses goes along with how digital media makes our lives easier in how we use it. The logic of the computer shapes much of how we operate. Our culture of communication is taken to a new place through the logic of the computer, making things more accessible, and making connecting with people more convenient.