New Media 2

Now, let us move to the next principles ---- automation. Again, based on what Manovich has contended in the same article, since the new media is consisted of numeric and modular, they can be automatically manipulated through the use of computer programs or algoriths. Search engine is a good example. A preset program has designed into the search engine, in which it will function automatically based on the users’ search. Try key-ing your full name at the ‘search’ box, then click enter. Instantly, the program will automatically figure out the websites that contain your names. I once tried typing in my Chinese name with the quotation mark and surprisingly found one……the only one…..match. Guess what! It is my ex-boyfriend website! Wow……>..<……. How embarrassing!

Okay, enough for that! The next principle is variability. New Media can be customized to cater the different needs of users. I find the MSN Messager pretty interesting. Users can change the layout of his/her messager from top to toe, from the user status, font type to background and emoticon. Google News is another effective tool too. Everyday, tonne of news and stories are churned out. It is impossible for us to read them all as it is hassle to log into all the newspapers’ websites. So, with the Google News, users can simply pick his/her interested topic and type in the keyword. Then, Google News will filter the everyday-news for you and choose your favorite news. As a result, no more trouble everyday to log into all the newspaper websites to read certain stories.

Finally, cultural trancoding refers to inter-relationship between the new media culture and out society. The New Media is not only changing the way people communicate with each other, but is also making our routine lives easier and more convenient. It advocates individuality, instead of conformity (Manovich). We are free to choose and customize whatever media that suit us. Meawhile, society has also contributed to the new media culture. We, as the users, are influencing how the New Media works and evolves, as well! How we adopt the New Media, the gratifications that we obtain from it and so forth directly affect the progression of New Media.

Due to those fabulous inventions and technologies, the mass media has taken a big jump in serving the public, ranging from its appearance, and speed to its functions. Indeed, the new media has transformed the traditional way of communication, yet preserving some of the characteristics of the old media that are advantageous to the public.