Download - Applied Media Aesthetics: Gestalts

APPLIED MEDIA AESTHETICS

S PRODUCERS OF MEDIA MESSAGESWE CAN NO LONGER RELY SOLELY ON INSTINCT WHEN IT COMES TO APPLYING AESTHETIC PRINCIPLES.

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E NEED KNOWLEDGE & SKILLS TO SELECT & APPLY AESTHETIC ELEMENTS THAT HELP US TRANSLATE IDEAS INTO MESSAGES SWIFTLY, EFFECTIVELY, PREDICTABLY I.E., AN EDUCATED PERCEPTION.

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ATHER THAN BEING PRIMARILY CONCERNED WITH BEAUTY, APPLIED AESTHETICS DEALS WITH AESTHETIC PHENOMENON INCLUDING LIGHT, SPACE, TIME-MOTION, AND SOUND, ANDOUR PERCEPTUAL REACTIONS TO THEM; THE MEDIA; AND IT CAN BE USED FOR BOTH ANALYSIS AND PRODUCTION

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RINCIPLES- ART & LIFE ARE MUTUALLY DEPENDENT, ESSENTIALLY INTERCONNECTED- MEDIA ARE NOT NEUTRAL MEANS OF MESSAGE DISTRIBUTION- ESTABLISH VALID AND RELIABLE CRITERIA VERSUS NOTIONS OF BEAUTY

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ONTEXTUALISM PROVIDES THE FRAME OF REFERENCE• INCIDENTS OF LIFE, UNPREDICTABILITY, AND THE FUSION OF DETAILS • THE RELATIONSHIP OF ART TO LIFE: ART AS PROCESS, HISTORICAL, CULTURAL, SOCIAL• ART AS CLARIFIED, INTENSIFIED, INTERPRETED EXPERIENCE: EVERYTHING HAS POTENTIAL • ORDER & EXPERIENCE COMPLEXITY—ESSENTIAL COMPANIONS

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HE ROLE OF THE MEDIA ARTIST IS TO LOOK AT THESE INCIDENTS OF LIFE,SEARCH FOR THEIR ESSENTIAL QUALITIES, THEN SELECT, EMPHASIZE, AND ORDER* ITS MOST IMPORTANT ELEMENTS IN SUCH A WAY THAT WILL FUSE TO BECOME A SIGNIFICANT NEW EVENT-OF-QUALITY WORTH COMMUNICATING.

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*MANIPULATION MUST ALWAYS OCCUR AND BE EVALUATED WITHIN A FRAMEWORK OF BASIC ETHICS


N OUR PERCEPTUAL PROCESS, WE JUDGE AESTHETIC PHENOMENA AND PROCESSES IN A CONTEXTUAL FRAME OF REFERENCE:

A. OUR PERCEPTUAL MECHANISMS ARE DESIGNED TO STABILIZE AND SIMPLIFY THE ENVIRONMENTB. SELECTIVE SEEING – WE SEE WHAT WE ARE USED TO SEEINGC. AESTHETIC RESPONSES ARE CONSISTENT ENOUGH TO BE PREDICTABLE—& MANIPULATED FOR IMPACTD. WORK TOWARD AN EMOTIONAL LITERACY, AN EDUCATION OF THE SENSES

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ETHOD = INDUCTIVE > FOCUSED NOT ON CONTENT BUT ON FUNDAMENTAL IMAGE ELEMENTS:

I. LIGHT AND COLORII. TWO DIMENSIONAL SPACEIII. THREE DIMENSIONAL SPACEIV. TIME-MOTIONV. SOUND

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common fate


proximity


good continuation


uniform connectedness


similarity