Digital Production and distribution

'We shape our tools and then our tools shape us'

     Marshall McLuhan 1911-1980

Technological evolution:

To fully grasp the impact of technology one must examine figure and ground together, since neither is completely intelligible without the other. We must study media in a historical context, particularly in relation to the historical context at the time of production, as where we our today wont be the end point as technology will continue to develop. The present environment itself made up of previous technology.

Introduced idea of medium and the message:

Four elements we need to look at in relation to technological progress, Enhances, Retrives (figure qualities) Reverses, Obsolesces (ground qualities). 

Globalisation of digital production:

In 1990 the first mac was released this enhanced productivity and allowed for more edibility as user could now make mistakes and correct them. The first mac retrieved individual creativity in regard to typography but made obsolete mediums such as letraset and other traditional hand made layout methods. Consequently in 2014 Apple released the iPad which enhanced individual experience and the learning environment but made obsolete old work stations and laptops. The iPad also reversed novelty, expenses and access as well as retrieving the ability for individuals to record and document their own learning in the same room. 

The New Aesthetic:

James Bridles used to refer to increasing appearance of visual language of digital technology and the internet in the physical wolf and blending of virtual and physical. Referred to as the Digital Aesthetic. The digital aesthetic is associated with the digital clock and technology which has created an environment around something that is impossible to create without technology. 

The digital aesthetic has ground out of how we respond to the world visually which can be seen in the case of Paddington bear which has grown due to digital developments as it has moved from the real world in the form of green screen into the virtual world. This change has caused blurred lines between digital and physical, nostalgia vs innovation as visually there is not much difference however technologically they are very different as original paddington was a physical puppet whereas new the paddington is purely digital.