THE EVOLUTION OF NEW MEDIA TECHNOLOGIES IN CONTEMPORARY DEVELOPMENTS

According to Mic Cady (1999) The digital revolution began in 1984 when apple produced its first Mac computer, with their easy way to use graphical user interface. By 1990, virtually ever publishing house in the UK had abandoned its old ways of working and created its design and layout in-house, using Macs and key applications such as photoshops, illustrator, and Page maker. The invention of lazer discs by Philips in late 1980s coincided with DTP and enabled texts and pictures to be stored on large silver discs.

In the 1960s connection between computing and radical art began to grow stronger. It was not until the 1980s that Alan Kay and his co-workers at Xerox PARC began to give the computability of a personal computer to the individual, rather than have a big organization to be in charge of this. In the late 1980s and early 1990s however, we seem to witness a different kind of parallel relationship between social changes and computer design. Until the 1980s media relied primarily upon print and analogy broadcasts models, such as those of television and radio.

The last twenty five years have seen the rapid transformation into media which are predicted upon the use of digital technologies, such as internet and video games, digital television and online publications. Andwe L. Shopira (1999) argues that “emergence of new, digital technologies signals a potential radical shifts of who is in control of information experience and resources”

Concept of new media

Media refers to on-demand access to content anytime, anywhere on any digital device, as well as interactive user feedback and creative participation. According to Manovich explores the phenomena of new media Vs Old media. He states that the logic behind new media, the laws of its structure are tremendously different from characteristics of new media which make it unique and very different from old media. The following are characteristics of new media;

Variability; Variability is very crucial. It is one of main characteristic of our post modern society when everybody is getting his own version of an image, sounds and others. It becomes possible because of digitalization.

Modularity; Object in digital media are composed as separate discrete units, which can be re arranged in anyhow. Numerical representation of data and modularity leads to variability of content. In “cultural industry” consumer gained power they want their products to be like. Example Nikes website customers make their own color design for sneakers. According to Manovich, variability has its own principles such as

·         All media elements are stored on media data.

·         Hypermedia (core type of media is containing different elements of multimedia) Example power point presentation might not contain text but also video and sound clip

·         Separation of level of data or context and interface.

·         Branching type  interactivity

·         Scalability

Trans coding refers to the process of translate into different format. This defined by Manovich as the most crucial factor of media computerization. New media is represented by digital data. It has its own computer logic and behind it.

                           BY DAHAYE THERESIA 42544