+
“Introduction: The Double
Logic of Remediation” and
“Immediacy,
Hypermediacy, and
Remediation”
+
Remediation
What is it?
+
Remediation
Bolter and Grusin
define it simply as
“the
representation of
one medium in
another” or as a
kind of
“refashioning” of
a medium (45).
+
Remediation
But wait a
minute…what
exactly is a
“medium”?
+
Remediation
Later on, Bolter
and Grusin define
it as: “a medium is
that which
remediates. It is
that which
appropriates the
techniques…
+
Remediation
…forms, and
social significance
of other media
and attempts to
rival or refashion
them in the name
of the real”(65).
+
Remediation
Oh.
+
Remediation
Bolter and Grusin
note that Marshall
McLuhan once
remarked that
“the ‘content’ of
any medium is
always another
medium…”(45)
+
Remediation
But if you think
about it, McLuhan
seems to be right.
+
Remediation
I mean, we see
this going on all
the time…
+
Remediation
…in movies…
+
Remediation
…in movies…
+
Remediation
…in video
games…
+
Remediation
…online…
+
Remediation
…and with all
sorts of
technology…
+
Remediation
So, if
“remediation” is
the representation
of one media in
another, and a
“medium” is that
which
remediates…
+
Remediation
…then I guess it
makes sense
when Bolter and
Grusin say that all
media remediates.
+
Remediation
Does it?
+
Remediation
In other words, the
process of
remediation is a
part of every kind
of media we can
think of.
+
Remediation
Thus, as both
rhetors and future
editors and digital
media designers,
an awareness of
the processes of
remediation at
work would be
useful.
+
Remediation
Wouldn’t it?
+
Remediation
Bolter and Grusin
also tell us that
remediation is
comprised of two
“oscillating”
logics: a logic of
immediacy and a
logic of
hypermediacy.
+
Immediacy
What is that?
+
Immediacy
Bolter and Grusin
define it as the
desire to “erase
all traces of
mediation”(5)
+
Immediacy
“[T]he logic of
immediacy”, Bolter
and Grusin argue,
“dictates that the
medium itself
should disappear
and leave us in the
presence of the
thing represented”
(6)
+
Immediacy
Immediacy
promises an
“experience
without
mediation”(23)
+
Immediacy
…but it never
quite succeeds.
Why?
+
Immediacy
Because no matter
how hard media
tries to makes
itself invisible,
there are always
moments in which
we are reminded
that we are using
media.
+
Immediacy
Think about the
last time you saw a
3-D movie…
+
Immediacy
…so immediacy
inevitable leads
us back to…
+
Hypermediacy
What is it?
+
Hypermediacy
Bolter and Grusin
explain that “the
logic of
hypermediacy
acknowledges
multiple acts of
representation
and makes them
visible”(33-34).
+
Hypermediacy
They also say that
this logic
“multiplies the
signs of mediation
and in this way tries
to reproduce the
rich sensorium of
human
experience”(34)
+
Hypermediacy
Bolter and
Grusin give
the CNN
website as an
example…ho
w is this
hypermediacy
?
+
Hypermediacy
However,
hypermediacy
stands in conflict
with our desire for
immediacy, which
brings us right
back to…
+
Immediacy
. . .immediacy-which Bolter and
Grusin define it as
the desire to
“erase all traces
of
mediation”(5)…
+ Part I: Theory
“Immediacy, Hypermediacy, and Remediation”
Editor’s Notebook
As readers and editors of this
book, what feedback do you
have on these chapters?
What works? What doesn’t? What
needs to be updated? What
needs to go? Take a few minutes
to write down your thoughts/flip
through the chapter again. Then,
take a few minutes with your
group to each talk a little about
your responses.
+
Keyword Review
As a group, let’s get a complete list of all the terms we’ve
encountered so far. Let’s use the smart board…
+
Website Analysis
Now we’re going to see how all these terms apply to rhetorical
artifacts in the real world.
Each group has been given a card with a URL. As a group,
investigate the site and you’ll have fifteen minutes or so to do
three tasks:
1)
Uncover how the website employs as many rhetorical
strategies (ie keywords) as possible—try to outdo other
groups! Ftw! ;
2)
Choose a definition of rhetoric (either your own or someone
else’s) that your group sees as connecting to your website;
3)
Demonstrate how the processes of immediacy, hypermediacy
and remediation might be at work (find at least one of each)
When the fifteen minutes are up, elect a new spokesperson and
present your findings to the class, using the Smartboard.
+
“Introduction: The Double
Logic of Remediation” and
“Immediacy,
Hypermediacy, and
Remediation”