Lecture Five - New Media & Visual Culture

• The way we read has changed because of hypertext.  Links to another page paves the way for controlled reading - not linear.
• Images themselves are read alongside text.
• Mass media is seen as negative as it is very corporate and is solely driven to make money.
• The audience don't have much chance to change anything, mass media is in control.
• People see it as bland as the output is repetitive, boring and focused on profit.
• Related to drug use because people will want more of what is popular.
• Mass media is seen as positive as it can boost the attention of deserved people or companies.
• It promotes creativity as people want to push the boundaries of modern society.
• Benetton used the mass media to feed people controversial ads.  It was seen as immoral by some, and something new from others.
• Printing processes are making it possible to gain a bundle of high quality prints in a short amount of time -  daily newspapers and magazines.
• Revisited styles and modernising from the early 20th century.
• Pear's soap took a piece of fine art and made it into an ad - took away the pureness of the artists' work.
• Science fiction is more possible due to the special effects made - people are believing more.