We perceive new media very differently from traditional media, like newspapers, magazines, radio, and television. With the creation of the internet, mass media experienced a revolution. Today, we have a vast array of platforms, websites, databases, and applications for finding information, consuming content, entertainment, and communication. Although each of these platforms is unique, they all share common functions or features that we’ve come to understand. Lev Manovich calls this concept “Variability.”
Variability defined
In Old Media, New Media, and Knowledge, J.D. Applen uses Manovich’s term to describe variability as a characteristic of new media that is never “fixed” but exists in “potentially infinite versions.” For example, hypertext technology allows different sites to link from one document to another, creating a network of interconnected information. Although each site may use hypertext differently, it serves the same purpose: connecting information seamlessly. These interactive technologies have reshaped the reading experience by making it more dynamic and engaging. Personally, I find that when reading articles with hypertext, I feel empowered to explore intertextual references and deepen my understanding.
However, Manovich also offers a unique perspective on hyperlinks. He argues that “when we select an image or some underlined text in a hyperlinked environment, we are sent off to other places that others have decided we should go to, which are ‘pre-programmed.’” In a way, hyperlinks can be seen as making decisions on our behalf, subtly guiding our exploration rather than leaving it completely up to us.
Traditional Media vs. New Media
Applen furthers this idea by comparing the experience of reading a book. He asks, “If you are reading a book carefully, are you not challenging some of the assumptions of the writer, or are you just agreeing with everything that is said?” This question made me reflect on my own experiences; I’m more skeptical of online content and often question what I read. I often take printed material more seriously, perhaps because its fixed nature gives it an air of stability and credibility. However, this perception isn’t entirely accurate; printed materials can quickly become outdated and may fail to reflect new information, while digital sources continually update to stay current.
Ultimately, the identity of a reader and the medium they engage with deeply influence their perceptions and trust in the material. Being aware of these influences is essential when approaching all forms of media.
Read my latest blog post: Visual Rhetoric: The Art of Perception
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