In The Language of New Media, Lev Manovich explores how digital technology reshapes traditional media, offering critical insights into the principles that govern new media in a digital world. Here’s a detailed look at his five key principles, each illustrated with quotes, examples from the book, and reflections on their impact today.
1. Numerical Representation
Manovich explains, “All new media objects… are composed of digital code; they are numerical representations.” This principle means that media can be converted into binary code, making it programmable and adaptable across digital environments. Digital media becomes standardized, enabling its easy manipulation and distribution.
- Example in the book: Manovich describes how images, sound, and video are broken into pixels and data points, which allows computers to modify and combine these elements in unprecedented ways.
- Modern Impact: Numerical representation is foundational to today’s digital media. Platforms like Adobe Photoshop allow photographers to manipulate photos at a pixel level, while software like Final Cut Pro enables precise editing of videos down to milliseconds. Artificial intelligence (AI) also relies on numerical data to analyze and generate images, video, and sound.
2. Modularity
Manovich describes modularity as the structure of new media, stating, “The principle of modularity means that media elements—images, sounds, shapes, or behaviors—are assembled into larger-scale objects but still retain their separate identities.” Digital media is made of self-contained units that can be independently modified or combined to create complex works.
- Example in the book: Manovich references how digital files (like a website) are modular, often created from independent components—HTML for structure, CSS for design, and JavaScript for interactivity.
- Modern Impact: Modularity powers platforms like YouTube and Instagram, where content can be split into tags, comments, and individual posts that combine into a larger social experience. Video games use modular components for character design and level creation, allowing designers to reuse and rearrange assets.
3. Automation
Automation, for Manovich, is the “removal of human intentionality from the creative process.” In digital media, computers can automate tasks like image correction, content categorization, or even generating artwork, reducing the need for human intervention.
- Example in the book: Manovich discusses early forms of automation, like generative art that allows computers to create visual forms based on set rules.
- Modern Impact: Automation is everywhere—from Google’s auto-complete feature, which suggests search terms, to AI tools that can write essays or generate realistic images. In creative industries, automation streamlines processes, like how Adobe Premiere Pro offers auto-suggested cuts, while e-commerce platforms use automated categorization to enhance user experience.
4. Variability
“Instead of identical copies, a new media object typically gives rise to many different versions,” says Manovich. Variability enables digital objects to be presented in multiple ways, allowing for personalization and adaptability.
- Example in the book: Manovich references how hypertext, such as web pages with hyperlinks, allows for multiple pathways and user journeys.
- Modern Impact: Variability underpins recommendation algorithms on platforms like Netflix or Spotify, where content is tailored based on user preferences. Social media platforms, such as Instagram, offer personalized feeds, while digital books can adjust text size or background color. This principle also enables multiple language versions, making content accessible globally.
5. Transcoding
Manovich introduces transcoding as the translation between cultural and computer layers, where media can be “transcoded into different formats or levels.” This principle recognizes that new media’s core is shaped by computational logic rather than cultural traditions alone.
- Example in the book: He mentions how traditional filmmaking concepts translate into data for CGI, with digital animation transcoding film language into code.
- Modern Impact: Transcoding is evident in AI-generated art that merges human aesthetics with algorithmic processes. Text-to-image software (like DALL-E) transcends written language into visuals, blurring the lines between cultural expression and machine-generated art. In healthcare, transcoding enables brain scans to be converted into 3D models for diagnosis and treatment, showing the transformative potential of digital media.
How These Principles Shape Our Modern World
The five principles Manovich outlines have reshaped everything from entertainment to education:
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In Social Media: Platforms like TikTok leverage modularity (e.g., short video segments) and variability (tailored feeds) to create a highly personalized experience. Automation in content suggestions and transcoding through filters and effects reframe traditional media practices for the digital age.
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In AI and Machine Learning: Numerical representation is foundational to AI, where data-driven approaches require modularity for training models on isolated tasks and automation to perform those tasks without constant oversight. Variability allows for diverse outputs, as seen in AI-generated texts or images.
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In E-commerce: Amazon and similar platforms use modularity in item listings, automation in product recommendations, and variability through customized user interfaces. Transcoding is essential in converting complex logistics data into a user-friendly shopping experience.
Manovich’s analysis captures the transformation digital media brings by making objects programmable, modular, and endlessly variable. These principles continue to shape technology and culture, fundamentally altering how we create, consume, and interact with media in the modern world.