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Which clippings match 'Logic Of Hypermediacy' keyword pg.1 of 1
26 MAY 2015

Welcome to our corporate-controlled future Internet with Facebook Instant Articles et al.

"There's a generational shift in technology happening right now: From the open Web to native apps, from desktops to mobile phones, from platforms built on standards to platforms owned by corporations. Let's call it the second Internet. Here's what it looks like: "Facebook Instant Article". That's right — it's Facebook. More than 1.44 billion people use Facebook every month, and almost a billion of them use it every day. The majority do so via the Facebook app on their phones.

Think about that: A decade ago, the majority of people using the Internet were doing so on desktop computers or laptops, accessing HTML and JavaScript websites. Today, a vast number — maybe not a majority, but a lot — experience the Internet primarily through Facebook's mobile app.

That's why publishers like the New York Times, Buzzfeed, and National Geographic were so eager to test out Facebook's new Instant Articles platform.

This platform puts publishers' stories directly into the Facebook app (on iOS only, for now), where they load more quickly than they would if Facebook just linked to the publishers' websites — which take an average of eight seconds to load, Facebook says. Instant Articles also offer a variety of snazzy tools for publishers to present their images and interactive elements."

(Dylan Tweney, 15 May 15 2015, VentureBeat)



2015boundaries in cyberspace • Buzzfeed • closed systemcontent integrationcontent publishers • corporate exclusivity • corporate-controlled environment • corporatisationexclusivityFacebook app • Facebook Instant Articles • framed by the windowfunctionalist paradigm • future Internet • homogenizationhypermediated spaceimmediacy of experience • Instant Articles platform • instrumental rationalitylisablelogic of hypermediacymobile appsNational Geographic • native apps • New York Timesopen webperformativityproduct usabilitypublishing platform • Slack (app) • sterile placestechnology transparencyunified mediumuniformityusability engineering • VentureBeat • walled garden • window on to the world


Simon Perkins
23 OCTOBER 2008

The Logic of Hypermediacy

"Unlike a perspective painting or three–dimensional computer graphic, this windowed interface does not attempt to unify the space around any one point of view. Instead, each text window defines its own verbal, each graphic window its own visual, point of view. Windows may change scale quickly and radically, expanding to fill the screen or shrinking to the size of an icon. And unlike the painting or computer graphic, the desktop interface does not erase itself. The multiplicity of windows and the heterogeneity of their contents mean that the user is repeatedly brought back into contact with the interface, which she learns to read just as she would read any hypertext. She oscillates between manipulating the windows and examining their contents, just as she oscillates between looking at a hypertext as a texture of links and looking through the links to the textual units as language.

With each return to the interface, the user confronts the fact that the windowed computer is simultaneously automatic and interactive. We have argued that the automatic character of photography contributes to the photograph's feeling of immediacy, but with the windowed computer, the situation is more complicated. Its interface is automatic in the sense that it consists of layers of programming that are executed with each click of the mouse. Its interface is interactive in the sense that these layers of programming always return control to the user, who then initiates another automated action. Although the programmer is not visible in the interface, the user as a subject is constantly present, clicking on buttons, choosing menu items, and dragging icons and windows. While the apparent autonomy of the machine can contribute to the transparency of the technology, the buttons and menus that provide user interaction can be seen as getting in the way of the transparency. If software designers now characterize the two–dimensional desktop interface as unnatural, they really mean that it is too obviously mediated. They prefer to imagine an 'interfaceless' computer offering some brand of virtual reality. Nevertheless, the possibilities of the windowed style have probably not been fully explored and elaborated.

One reason that this style has not been exhausted is that it functions as a cultural counterbalance to the desire for immediacy in digital technology. As a counterbalance hypermediacy is more complicated and various. In digital technology, as often in the earlier history of Western representation, hypermediacy expresses itself as multiplicity. If the logic of immediacy leads one either to erase or to render automatic the act of representation, the logic of hypermediacy acknowledges multiple acts of representation and makes them visible. Where immediacy suggests a unified visual space, contemporary hypermediacy offers a heterogeneous space, in which representation is conceived of not as a window on to the world, but rather as 'windowed' itself –with windows that open on to other representations or other media. The logic of hypermediacy multiplies the signs of mediation and in this way tries to reproduce the rich sensorium of human experience. On the other hand, hypermediacy can operate even in a single and apparently unified medium, particularly when the illusion of realistic representation is somehow stretched or altogether ruptured. For example, perspective paintings or computer graphics are often hypermediated, particularly when they offer fantastic scenes that the viewer is not expected to accept as real or even possible. Hypermediacy can also manifest itself in the creation of multimedia spaces in the physical world, such as theme parks or video arcades."

(David Bolter and Richard Grusin, 33–34.pp, 2000)

David Bolter and Richard Grusin (2000). Immediacy, Hypermediacy, and Remediation. "Remediation: Understanding New Media", The MIT Press.



bringing into relationcomputer graphicscomputer interfaceDavid Bolter • desktop interface • digital technologyframed by the window • graphic window • heterogeneity of contents • heterogeneous space • human experiencehypermediacyhypermediated spacehypertextilluminated manuscriptillusionistic spaceimmediacy • interfaceless interface • James Joycejuxtaposed imagesjuxtapositionlayered meaninglayeringlayers of data • layers of programming • logic of hypermediacy • looking at a hypertext • looking through links • manipulating the windows • mediated environments • multimedia spaces • multiplicities • multiplicity of windows • painting as illusionperceptual organisation • perspective painting • perspective viewphotographyphysical worldpictorial systemsrealistic representationrepresentational modesrepresentational strategiesrepresentational systemsRichard Grusinrupture • sensorium of human experience • signs of mediation • simultaneously automatic and interactive • technology as neutraltechnology transparency • textual units as language • texture of links • theme park • three-dimensional computer graphics • transparencytransparency of meaning • two-dimensional desktop interface • unified medium • unified visual space • unified wholeunifying metaphorvideo arcadevirtual realityvisual languagevisual literacyvisual representation • visual space • visual traditions • whole is other than the sum of the partswindow on to the world • windowed computer • windowed content • windowed interface


Simon Perkins

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