History[ edit ] In the s, connections between computing and radical art began to grow stronger. It was not until the s 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 be in charge of this. Although causally unrelated, conceptually it makes sense that the Cold War and the design of the Web took place at exactly the same time.
Back Home New Media and the Postmodern Loss of Authorship The two advertisements chosen were specifically picked as their fine examples of successful new media projects that clearly have adapted the new forms of media interaction, focusing on the two examples, I will be using the two advertisements in order to explain how the development of technology in postmodern media culture have resulted in a change in the way advertisers are now targeting and engaging with their specific markets.
The campaign launched on Youth in and in Just under 2 weeks generated over 6 million hits. On one of the clips the user is even asked to blow down a microphone to blow out Mr.
M mentions on the social networking site twitter.
Forbes, 5 The project glass advertisement is shot from a POP point of viewthe video demonstrates the unique Google Glass concept by displaying several videos shot from numerous locations which include the Google Glass wearer rushing to his departure lounge and using Google Glass to find out the flight information.
Therefore it is argued that convergence of media to digital has changed the way in which audiences engage with media, as Nagp.
The publishers that use this site also ensure that their videos offer some sort of engagement with the audience such as ending the video with an open ended question.
Youth therefore could actually be viewed as a platform in which videos posted on to the site can blur the boundaries between the producer and user as the site encourages viewers to engage with the content from the producers.
New media platforms therefore enable advertisers to broadcast their message to a mass audience; however, it differs dramatically from the traditional method. Both Google and Tip-ex have created engaging new media digital advertisements that and due to its level of interactivity demonstrates a clean convergence between the producer and the user as both of the campaigns with the audience on a participatory level.
Media convergences therefore ha contributed to the idea of the postmodern loss of authorship. Engagement 9 The method of engaging the audience used by two advertisements differs FRR to another however the similarities that they do share is that both of the co clearly encourages engagement.
This ended up creating 10 more of a buzz for the campaign. Image displaying, one of many parody videos uploaded by users for Google Glass The Tip-ex adverts method of engaging with the audience is by typing in the year hat the user wants to see the two playful characters in.
Therefore the individual, who interacts with the video, could be viewed as being the producer as without the interaction, there simply would not be an outcome to the advertisement. This is an example of the postmodern loss of authorship, as the producer becomes irrelevant to the advertisement that they produced, the advertisement is instead a platform that requires interaction from users for it to be an advertisement.Postmodern Marketing is a term derived from postmodern philosophical movements where there are cultural tendencies of inherent suspicion towards a global cultural narrative or meta-narrative.
Postmodern marketing takes this same philosophical perspective and applies it to the way advertising initiatives are handled in the current . One of the problems with postmodern thought is the loss of personal identity.
Rick Wade analyzes the situation and offers biblical remedies for our postmodern malaise. Postmodernism broadly refers to a socio-cultural and literary theory, and a shift in perspective that has manifested in a variety of disciplines including the social sciences, art, architecture, literature, fashion, communications, and technology.
It is generally agreed that the postmodern shift in perception began sometime back in the late s, and is probably still continuing.. Postmodern theorists, however, claim that in the contemporary high tech media society, emergent processes of change and transformation are producing a new postmodern society and its advocates claim that the era of postmodernity constitutes a novel stage of history and novel sociocultural formation which requires new concepts and theories.
FREDRIC JAMESON, in his magisterial work, Postmodernism, or, the Cultural Logic of Late Capitalism(), has offered us a particularly influential analysis of our current postmodern benjaminpohle.com Jean Baudrillard, whose concept of the simulacrumhe adopts, Jameson is highly critical of our current historical situation; indeed, he paints a rather .
FREDRIC JAMESON, in his magisterial work, Postmodernism, or, the Cultural Logic of Late Capitalism(), has offered us a particularly influential analysis of our current postmodern benjaminpohle.com Jean Baudrillard, whose concept of the simulacrumhe adopts, Jameson is highly critical of our current historical situation; indeed, he paints a rather dystopicpicture of the present, which he.