Influences and Background Mark Green School of Creative Media.

Influences and Influences and BackgroundBackground

Mark GreenMark Green

School of Creative MediaSchool of Creative Media

IntroductionIntroduction

Before we start looking a different genres Before we start looking a different genres we need to understand the influenceswe need to understand the influences

what is the background to new mediawhat is the background to new media what are the forces that push it forward what are the forces that push it forward

and constrain its growthand constrain its growth what previous media forms influence its what previous media forms influence its

developmentdevelopment

Consumer ElectronicsConsumer Electronics

New media relies on consumer electronicsNew media relies on consumer electronics the platform that delivers the media:the platform that delivers the media:

home computerhome computer PDAPDA mobile phonemobile phone

need to understand how consumer need to understand how consumer electronics works, how we can take electronics works, how we can take advantage of itadvantage of it


Why are computers now so cheap?Why are computers now so cheap? A computer that costs less than $10,000 A computer that costs less than $10,000

now would have cost over $1,000,000 15 now would have cost over $1,000,000 15 years agoyears ago

what caused such a drastic reduction in what caused such a drastic reduction in price?price?

Answer: mass productionAnswer: mass production


20 years ago computers were produced in 20 years ago computers were produced in small numbers, usually assembled by handsmall numbers, usually assembled by hand

engineers were required for every computer engineers were required for every computer built, this is very costlybuilt, this is very costly

now computers are produced on an now computers are produced on an assembly lineassembly line

consumer electronics produces large consumer electronics produces large volumesvolumes


A production run may produce as many as A production run may produce as many as 100,000 or 1,000,000 units100,000 or 1,000,000 units

can introduce automation into the can introduce automation into the production process, much less human production process, much less human interventionintervention

use of standardised parts, same part can use of standardised parts, same part can be used in more than one product, further be used in more than one product, further advantages of volume productionadvantages of volume production


Whenever we go from low volume Whenever we go from low volume production to high volume production production to high volume production costs drop significantly, maybe 10% or 1% costs drop significantly, maybe 10% or 1% of original costof original cost

makes the technology far more affordablemakes the technology far more affordable but, there is a down side, we loose varietybut, there is a down side, we loose variety a smaller number of standard productsa smaller number of standard products

Example - PCExample - PC

At a computer arcade can get a PC custom At a computer arcade can get a PC custom made for $4000, how does this work?made for $4000, how does this work?

PCs made from a small number of standard PCs made from a small number of standard parts, simple job to assembleparts, simple job to assemble

most components on the main board, most components on the main board, graphics, sound, network, etcgraphics, sound, network, etc

a small number of main board sizes, a small number of main board sizes, standardisedstandardised

Example - PCExample - PC

Cases designed to hold standard main Cases designed to hold standard main boardsboards

assembly is easy:assembly is easy: add main board to caseadd main board to case add cpu and memory to main boardadd cpu and memory to main board add floppy, disk and CD to caseadd floppy, disk and CD to case

all of this takes about 20 minutes, so all of this takes about 20 minutes, so labour is cheaplabour is cheap

StandardsStandards

This is all done through standards, make a This is all done through standards, make a large number of components that fit large number of components that fit togethertogether

Example: Creative created the sound Example: Creative created the sound blaster that became the standard sound blaster that became the standard sound card, all other cards must support that card, all other cards must support that standardstandard

in software all you need to worry about is in software all you need to worry about is sound blaster, no other types of cardssound blaster, no other types of cards

StandardsStandards

With standards we can mix and match With standards we can mix and match componentscomponents

we can buy parts from different suppliers, we can buy parts from different suppliers, not stuck with onenot stuck with one

this decreases costs and appears to this decreases costs and appears to increase choicesincrease choices

if we don’t like one manufacturer we can if we don’t like one manufacturer we can switch to anotherswitch to another

StandardsStandards

There is a down side to thisThere is a down side to this if the standard doesn’t do what we want if the standard doesn’t do what we want

we are stuckwe are stuck example: anything a sound blaster does, example: anything a sound blaster does,

we can easily do, but what if it can’t be we can easily do, but what if it can’t be done on a sound blaster?done on a sound blaster?

Then things get expensive againThen things get expensive again

StandardsStandards

Also appears in softwareAlso appears in software once a particular software package is once a particular software package is

widely used, others have a hard time widely used, others have a hard time competingcompeting

this is both good and bad, consider the this is both good and bad, consider the case of operating systemscase of operating systems

approximately 85% of PCs use Windows, approximately 85% of PCs use Windows, the rest use Linux (there used to be other the rest use Linux (there used to be other small players, but they are gone now)small players, but they are gone now)

StandardsStandards

If we produce a piece that works under If we produce a piece that works under Windows we have a very large marketWindows we have a very large market

we don’t need to worry about what brand we don’t need to worry about what brand computer they bought, only that it runs computer they bought, only that it runs WindowsWindows

this makes it easy and profitable to this makes it easy and profitable to produce new media pieces and softwareproduce new media pieces and software

StandardsStandards

But what happens when the giant moves?But what happens when the giant moves? We saw this with web browsers, when We saw this with web browsers, when

Windows got its own browser, the other Windows got its own browser, the other companies couldn’t competecompanies couldn’t compete

if the software standard doesn’t support if the software standard doesn’t support your product, you are out of luckyour product, you are out of luck

you are too small to influence the big you are too small to influence the big companiescompanies

SummarySummary

Consumer electronics and standards Consumer electronics and standards makes it all possible, cheap and large makes it all possible, cheap and large marketmarket

but, they can be dangerousbut, they can be dangerous they restrict what we can dothey restrict what we can do we have no control over standards, if they we have no control over standards, if they

change we must redo our workchange we must redo our work something we have to live withsomething we have to live with

Software CultureSoftware Culture

Most new media pieces are a combination Most new media pieces are a combination of creativity and technologyof creativity and technology

a team approach, programmers and artistsa team approach, programmers and artists need to understand how the programmers need to understand how the programmers

think, their culturethink, their culture the software culture is quite interesting, the software culture is quite interesting,

and its not what you might thinkand its not what you might think


Computers are cold, unemotional, Computers are cold, unemotional, mathematical, predictable, etcmathematical, predictable, etc

would expect programmers to be very would expect programmers to be very rational people, trained to carefully think rational people, trained to carefully think through problems, etcthrough problems, etc

this would be a very big mistakethis would be a very big mistake while programming they can be very while programming they can be very

rational, but not at other timesrational, but not at other times


Software culture isn’t rational, why?Software culture isn’t rational, why? Programmers can be very idealisticProgrammers can be very idealistic programmers can be very naïveprogrammers can be very naïve most programmers have limited social skillsmost programmers have limited social skills there is a large amount of money involvedthere is a large amount of money involved

this is a recipe for weirdnessthis is a recipe for weirdness most software debates have very little most software debates have very little

facts, but lots of hype and “religion”facts, but lots of hype and “religion”


Software culture divides into several groupsSoftware culture divides into several groups some groups align themselves with the some groups align themselves with the

major companies, believe everything these major companies, believe everything these companies saycompanies say

companies form “user groups”, basically fan companies form “user groups”, basically fan clubs for the companyclubs for the company

have large conventions where they talk have large conventions where they talk about their productsabout their products


These people will pay $1000US to attend These people will pay $1000US to attend a four day long sales pitch by their a four day long sales pitch by their favourite companyfavourite company

they think this is a real treatthey think this is a real treat combining people from different groups combining people from different groups

will produce a major fightwill produce a major fight they can’t see beyond their little worldthey can’t see beyond their little world


Other groups take a very different approachOther groups take a very different approach they believe that all software should be freethey believe that all software should be free it’s not clear how they intend to get paidit’s not clear how they intend to get paid there is a large free software movement, there is a large free software movement,

where programmers volunteer their time to where programmers volunteer their time to produce free softwareproduce free software

this has become a major force in the this has become a major force in the software industrysoftware industry


Free software groups are usually against Free software groups are usually against the large software companies, but not the large software companies, but not alwaysalways

best example of this is Linux, a free best example of this is Linux, a free operating system that competes with operating system that competes with WindowsWindows

turning into real competition for Microsoft, turning into real competition for Microsoft, more than other software companiesmore than other software companies

also free word processors, etcalso free word processors, etc


Large infrastructure around free softwareLarge infrastructure around free software GNU, FSF (free software foundation)GNU, FSF (free software foundation) many collaborative tools, programmers are many collaborative tools, programmers are

all over the worldall over the world web sites: slashdot.org, freshmeat.net, web sites: slashdot.org, freshmeat.net,

sourceforge.netsourceforge.net most are Linux oriented, but a fair amount most are Linux oriented, but a fair amount

for Windows as wellfor Windows as well


A lot of political activism in the free A lot of political activism in the free software communitysoftware community

strong interest in free speech and strong interest in free speech and protecting privacy on the netprotecting privacy on the net

strong interest in supporting people and strong interest in supporting people and generally being helpfulgenerally being helpful

could be of help in your workcould be of help in your work


There are companies devoted to free There are companies devoted to free software, they actually make moneysoftware, they actually make money

several business models:several business models: package software so its easier to installpackage software so its easier to install provide services around the packageprovide services around the package have both free and non-free versions of the have both free and non-free versions of the

packagepackage provide documentation and trainingprovide documentation and training

““Rock Star” ImageRock Star” Image

Many of the well known people in the Many of the well known people in the software industry have a “rock star” imagesoftware industry have a “rock star” image

some live a very fast lifestyle, large some live a very fast lifestyle, large houses, model wives, etchouses, model wives, etc

chased by photographers almost as much chased by photographers almost as much as movie and music starsas movie and music stars

quickly become very rich, don’t always quickly become very rich, don’t always know what to do with the moneyknow what to do with the money


Technological stage shows that rival the Technological stage shows that rival the best entertainmentbest entertainment

Rolling Stones provided the theme for the Rolling Stones provided the theme for the Windows’95 launchWindows’95 launch

many of these people have incredible many of these people have incredible stage presence, can easily control a crowdstage presence, can easily control a crowd

get them to believe that their technology is get them to believe that their technology is the best the best


Why?Why? Partly due to huge ego, want to be the Partly due to huge ego, want to be the

centre of attentioncentre of attention also need to sell, sell their company’s also need to sell, sell their company’s

products, increase market shareproducts, increase market share Steve Job’s return to Apple greatly Steve Job’s return to Apple greatly

improved public opinion of technology, improved public opinion of technology, without any change in the technologywithout any change in the technology


Many NA computer students want to form Many NA computer students want to form their own companies, become richtheir own companies, become rich

their idols are the leaders of the successful their idols are the leaders of the successful computer companies, feeds the cyclecomputer companies, feeds the cycle

Example: 3 students from my former Example: 3 students from my former university sold their software company for university sold their software company for $580 million, other students now want to $580 million, other students now want to do the samedo the same

Case Study: Larry EllisonCase Study: Larry Ellison

Founder and CEO of Oracle, largest Founder and CEO of Oracle, largest database companydatabase company

not quite as rich as Bill Gates, but would not quite as rich as Bill Gates, but would like to be richerlike to be richer

one of the main people pushing the law one of the main people pushing the law suits against Microsoftsuits against Microsoft

runs Oracle like a personal play ground, runs Oracle like a personal play ground, would be impossible in other industrieswould be impossible in other industries

Larry EllisonLarry Ellison

Oracle has its own fleet of planes, Ellison Oracle has its own fleet of planes, Ellison is a pilotis a pilot

willing to call meetings of senior willing to call meetings of senior executives at any time, fly them anywhere executives at any time, fly them anywhere for a meetingfor a meeting

Ellison and his son have their own jet Ellison and his son have their own jet fighters, dog fight over the Pacific Oceanfighters, dog fight over the Pacific Ocean


Loyalty to company and product can be Loyalty to company and product can be tremendoustremendous

partly due to leaders, partly due to strong partly due to leaders, partly due to strong belief in their workbelief in their work

many programmers will work extremely many programmers will work extremely long hours to finish a project, 80 hour long hours to finish a project, 80 hour weeks are not unusualweeks are not unusual


Sleeping in the office is not unusual, go Sleeping in the office is not unusual, go home once or twice a week (smell too home once or twice a week (smell too much)much)

my wife could literally work 24 hours a my wife could literally work 24 hours a day, and sometimes didday, and sometimes did

this is beginning to occur in the new media this is beginning to occur in the new media industry as wellindustry as well

CinemaCinema

What is the relationship between cinema What is the relationship between cinema and new media?and new media?

film theoreticians like to view new media film theoreticians like to view new media as part of cinema, think that new media is as part of cinema, think that new media is derived from cinema, new media derived from cinema, new media developers read and follow film theorydevelopers read and follow film theory

most new media developers don’t know most new media developers don’t know that film theory existsthat film theory exists

CinemaCinema

What is the real relationship, how do they What is the real relationship, how do they relate?relate?

film/TV/recording are very strange media, film/TV/recording are very strange media, in many ways very different from all in many ways very different from all previous media and art formsprevious media and art forms

the only media with no viewer the only media with no viewer participation, the viewer is completely participation, the viewer is completely passivepassive

CinemaCinema

The passive viewer is only made possible The passive viewer is only made possible through technology, can separate through technology, can separate audience from performeraudience from performer

this wasn’t possible until around 1900this wasn’t possible until around 1900 new media technology allows us to put the new media technology allows us to put the

audience back in the media, allows viewer audience back in the media, allows viewer participationparticipation

CinemaCinema

Most new media theory comes from cinemaMost new media theory comes from cinema basically film theoreticians who have started basically film theoreticians who have started

to look at other forms of mediato look at other forms of media this has both good and bad pointsthis has both good and bad points they bring with them an established theory they bring with them an established theory

and methodologyand methodology there is a basis from which to work and a there is a basis from which to work and a

historyhistory

CinemaCinema

Unfortunately this history can lead to Unfortunately this history can lead to problemsproblems

everything is viewed as a film, and must fit everything is viewed as a film, and must fit into film vocabularyinto film vocabulary

this misses the main point of new media, this misses the main point of new media, viewer participationviewer participation

building a theory on a weak foundation building a theory on a weak foundation sometimes leads to strange resultssometimes leads to strange results

CinemaCinema

New media must learn from previous New media must learn from previous media, things to be learned from cinemamedia, things to be learned from cinema

but, cinema is probably not the best modelbut, cinema is probably not the best model to develop a good theory of new media we to develop a good theory of new media we

must go way beyond cinema and look to must go way beyond cinema and look to other media and art formsother media and art forms

Other Media and Art FormsOther Media and Art Forms

Consider the difference between a live Consider the difference between a live music performance and a CDmusic performance and a CD

the live performance is usually betterthe live performance is usually better why?why? The performers are responding to the The performers are responding to the

audience, the excitement and energy audience, the excitement and energy generated by the audiencegenerated by the audience


Live sports events attract a crowd, even Live sports events attract a crowd, even when they are on TVwhen they are on TV

why did people want to go to the World why did people want to go to the World Cup when they could have watched all the Cup when they could have watched all the games on TV?games on TV?

The excitement of a live event, the idea of The excitement of a live event, the idea of being part of the eventbeing part of the event

we need to bring this to mediawe need to bring this to media


Before films, opera was very popularBefore films, opera was very popular a form of entertainment that involved music, a form of entertainment that involved music,

singing, theatre, costumes, spectaclesinging, theatre, costumes, spectacle opera developed independently in many opera developed independently in many

different cultures, and was very populardifferent cultures, and was very popular many small towns in NA had their own many small towns in NA had their own

opera house and there were many travelling opera house and there were many travelling opera companiesopera companies


Opera has a lot in common with new Opera has a lot in common with new mediamedia

the use of multiple mediathe use of multiple media the use of spectacle, particularly involving the use of spectacle, particularly involving

the combination of mediathe combination of media some interaction with the audiencesome interaction with the audience could learn as much from opera as we do could learn as much from opera as we do

from cinemafrom cinema


Improv theatre and comedy is another Improv theatre and comedy is another source of inspirationsource of inspiration

not common in Hong Kong, but very not common in Hong Kong, but very popular in NApopular in NA

what is this?what is this? It is basically theatre without a script, the It is basically theatre without a script, the

actors develop the play as it occursactors develop the play as it occurs


Actors start with the basic character and a Actors start with the basic character and a list of situationslist of situations

the actors know how their character the actors know how their character behaves, how it might react to different behaves, how it might react to different situationssituations

the situations then develop while the play the situations then develop while the play is occurring, possibly with feedback from is occurring, possibly with feedback from the audiencethe audience


Improv theatre pieces can last for years, Improv theatre pieces can last for years, weekly performances based on the same weekly performances based on the same set of charactersset of characters

good training for actorsgood training for actors improv comedy is similar, situations are improv comedy is similar, situations are

suggested by the audience, actors then suggested by the audience, actors then work through the situationswork through the situations

many of the best comics worked improvmany of the best comics worked improv


What can we learn from improv?What can we learn from improv? Improv doesn’t script in detail, actors and Improv doesn’t script in detail, actors and

audience have inputaudience have input writers provide a description of each writers provide a description of each

character, actor brings the character to lifecharacter, actor brings the character to life general flow, main situationsgeneral flow, main situations want do to the same thing in new mediawant do to the same thing in new media

RPGRPG

Not really an art form or media, but a Not really an art form or media, but a major influence on new mediamajor influence on new media

RPG - Role Playing Games, the best RPG - Role Playing Games, the best known is Dungeons and Dragonsknown is Dungeons and Dragons

appeared early to mid 1970s, loosely appeared early to mid 1970s, loosely based on the Lord of the Ringsbased on the Lord of the Rings

played with paper and dice, no computers played with paper and dice, no computers involvedinvolved

RPGRPG

D&D started with a book of rules, called D&D started with a book of rules, called the Dungeon Master’s Guidethe Dungeon Master’s Guide

defined the properties of all the characters defined the properties of all the characters in the game:in the game: each character has a set of propertieseach character has a set of properties range for each property value specified, dice range for each property value specified, dice

toss decides the value for a particular toss decides the value for a particular charactercharacter

describes the basic locations in the gamedescribes the basic locations in the game

RPGRPG

Rules define the interaction between the Rules define the interaction between the characters, usually based on a dice tosscharacters, usually based on a dice toss

one player, the dungeon master, designs one player, the dungeon master, designs the imaginary space where the game is the imaginary space where the game is played, enforces the rulesplayed, enforces the rules

other players play one of the charactersother players play one of the characters usually play as a team, but could play usually play as a team, but could play

against each otheragainst each other

RPGRPG

Many similar games in the 1970s and Many similar games in the 1970s and 1980s, use a military, fantasy or space 1980s, use a military, fantasy or space themetheme

left most of the game to the imagination, left most of the game to the imagination, very few visualsvery few visuals

very good experience for computer game very good experience for computer game designersdesigners

forces you to think about design and game forces you to think about design and game play and not visualsplay and not visuals

The Curse of the dotcomThe Curse of the dotcom

Web very popular in late 1990s, high level Web very popular in late 1990s, high level of hypeof hype

produced the dotcom revolution, got produced the dotcom revolution, got everyone’s attentioneveryone’s attention

many people thought new media was the many people thought new media was the Web, and nothing elseWeb, and nothing else

this has greatly confused the theoreticians, this has greatly confused the theoreticians, think the web is the main thingthink the web is the main thing


The Web is really very sterile from an The Web is really very sterile from an artistic point of viewartistic point of view

very few Web sites are interesting, have very few Web sites are interesting, have any artistic contentany artistic content

is an eCommerce site a work of art? I is an eCommerce site a work of art? I really doubt itreally doubt it

the Web was designed to provide the Web was designed to provide information, and does a good job of itinformation, and does a good job of it


There are some artistic Web sites, but they There are some artistic Web sites, but they aren’t commonaren’t common

It’s like viewing magazine advertisements It’s like viewing magazine advertisements as fine art, some are good, but most aren’tas fine art, some are good, but most aren’t

unfortunately for many people the web is unfortunately for many people the web is new media, or its main formnew media, or its main form

many people don’t look beyond the web for many people don’t look beyond the web for new medianew media


What’s wrong with this?What’s wrong with this? Since the web is quite sterile, this gives a Since the web is quite sterile, this gives a

very biased view of new mediavery biased view of new media a theory based on the web will be quite a theory based on the web will be quite

weak, miss the main point, be misleadingweak, miss the main point, be misleading since the dotcom crash these people think since the dotcom crash these people think

new media is dead, this far from the truthnew media is dead, this far from the truth

SummarySummary

We have now seen some of the influences We have now seen some of the influences on the development of new mediaon the development of new media

some are technical, while others are based some are technical, while others are based on media and arton media and art

we could have looked at other areas of we could have looked at other areas of technology and art, but this is good enough technology and art, but this is good enough to get us startedto get us started

more will appear when we talk about genresmore will appear when we talk about genres

Influences and Background Mark Green School of Creative Media.

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Transcript of Influences and Background Mark Green School of Creative Media.