“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.
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What is it?
Bolter and Grusindefine it simply as “the representation of one medium in another” or as a kind of “refashioning” of a medium (45).
But wait a minute…what exactly is a “medium”?
Later on, Bolter and Grusin define it as: “a medium is that which remediates. It is that which appropriates the techniques…
…forms, and social significance of other media and attempts to rival or refashion them in the name of the real”(65).
Bolter and Grusinnote that Marshall McLuhan once remarked that “the ‘content’ of any medium is always another medium…”(45)
But if you think about it, McLuhan seems to be right.
I mean, we see this going on all the time…
…in video games…
…and with all sorts of technology…
So, if “remediation” is the representation of one media in another, and a “medium” is that which remediates…
…then I guess it makes sense when Bolter and Grusin say that all media remediates.
In other words, the process of remediation is a part of every kind of media we can think of.
Thus, as both rhetors and future editors and digital media designers, an awareness of the processes of remediation at work would be useful.
Bolter and Grusinalso tell us that remediation is comprised of two “oscillating” logics: a logic of immediacy and a logic of hypermediacy.
What is that?
Bolter and Grusin define it as the desire to “erase all traces of mediation”(5)
“[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 promises an “experience without mediation”(23)
…but it never quite succeeds.
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.
Think about the last time you saw a 3-D movie…
…so immediacy inevitable leads us back to…
What is it?
Bolter and Grusinexplain that “the logic of hypermediacy acknowledges multiple acts of representation and makes them visible”(33-34).
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)
Bolter and Grusin give the CNN website as an example…how is this hypermediacy?
However, hypermediacy stands in conflict with our desire for immediacy, which brings us right back to…
. . .immediacy--which Bolter and Grusin define it as the desire to “erase all traces of mediation”(5)…
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.
As a group, let’s get a complete list of all the terms we’ve encountered so far. Let’s use the smart board…
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:
When the fifteen minutes are up, elect a new spokesperson and present your findings to the class, using the Smartboard.