Typographic Era

  • View

  • Download

Embed Size (px)


Mechanical. Industrial . Expansive. XVI- XX centuries. . Typographic Era. Try to take some distance and see those two as different civilizations . organized around its technological means. . Electric. Automated. Media related. XX-XXI century. Implosive. Electric Age. - PowerPoint PPT Presentation

Text of Typographic Era

PowerPoint Presentation

Typographic EraMechanical. Industrial. Expansive. XVI-XX centuries. Electric AgeElectric. Automated. Media related. XX-XXI century. Implosive.Try to take some distance and see those two as different civilizations organized around its technological means.

1The World changes after the implementation of the Movable Printing press. (Guttemberg, XVI century)Typographic EraMechanical. Industrial. Expansive. XVI-XX centuries. Electric AgeElectric. Automated. Media related. XX-XXI century. Implosive.McLuhan said, technology ends shaping its users2The World changes after the implementation of the Movable Printing press. (Guttemberg, XVI century)Typographic EraCenterMechanical. Industrial. Expansive.Western civilization. XVI-XX centuries. A technological invention: The Movable Printing press (Guttemberg, XVI century) carries a deep changein western culture. With Knowledge being collected and transmitted through books and those being widely available,social roles change, religious reform happens, nationalisms grow, knowledge expands and science flourishes.Humans change their habits as a result of the accommodation to a new technology.3The World changes after the implementation of the Movable Printing press. (Guttemberg, XVI century)Typographic EraCenterMechanical. Industrial. Expansive.Western civilization. XIX-XX centuries. By mid eighteenth to nineteenth century, all the repercussions of this new technology had fully developed in the West. Universities are the centers of transmission of knowledge. Knowledge has become structured according to very different and defined disciplines. (Fragmentation) All knowledge had been stored and classified through books. (Intensity) Reading encourages grouping according to language. (Nationalisms) There are specialists for every field of knowledge. (Specialization) Specialist hold a high social/economical status. People have become accustomed to follow a linear type of thought. Storytelling has become linear.4The World changes after the implementation of the Movable Printing press. (Guttemberg, XVI century)Electric AgeMarginElectric. Automated. Media related. XX-XXI century. Implosive.With a fully Industrialized society that has had little change in the last 70 years,New opportunities happen on the margin of the market, of society.

Cultural blending is not seen any more as a detriment of social identity.New cultural forms happen in the the margins of society, were immigrants blend.5Global Village. Perception of Time &Space dissolve.Typographic EraVisualThe book as a way of transmitting information. The eye becomes the primordial sense (reading).All the other senses relegated to a second plane as recipients of information.Official documents, proofs in Court, are always written documents .They have fundamental importance and need to have been verified by an authority (stamped).

Signature as a proof of identity. (it was a problem at the beginning of e-commerce)Electric AgeTactileAll the senses have the same importance. Tactile/ Acoustic space (not visual!)Sound becomes more and more important.Social revolution carried through Rock, Pop music during 20 century.

Quality of sound. Definition of Noise. (headphones to hear music, to not hear noise)Typographic EraEyeTypical of literary cultures.Writing is visual. Analytical sense. Allows distance/detachment.Avid readers are generally not very emotional individuals.

Reading is actually decoding alphabetic combinations.Long reading demands high levels of concentration and intense brain activity in a very specific area of the cortex.Both seeing and assimilating speech 9in conversation) are natural activities in humans.Reading and writing implies another level of brain activity.Electric AgeEarTypical of oral culturesThe constant monitor. Sound emanates from every environment. Immersive.Pre-literary cultures function like post-literary cultures (like the age of Internet) Sound is more physically experienced (vibration).Is more compatible with other sensorial inputs, (taste, touch, simple seeing)It is processed by the brain in a more direct fashion.This is why it also has a more emotional effect.

Typographic EraCompleteRational. Mechanical. Linear (like reading). Analytical. Extensive.Specific knowledge expands to very possible sphere of life (Dictionary, Encyclopedia) Cataloguing, classifying is almost a vice of Western Culture.There are specialists for any field of knowledge. Those specialists learn through books, with little pragmatic verification of what they learn.

In a linear type of structure is mandatory to arrive to completion to obtain any kind of benefit from the whole process.Electric AgeIncompleteIntuitive. Non linear (input from everywhere). Interactive. Synthesis.

In an intuitive kind of process, not every step is verified, and not specific sequence of though is needed.Though processes involving intuition work faster because they dont need every bit of information(although the have a higher margin of error, of course).Non linear processes dont need to follow an specific sequence of events either.

Both intuition and Interactivity work more with pattern recognition than with Analysis of the parts.

Typographic EraRationalDetachment. Non involvement.Western rationalism: uniform, continuous, sequential.A rational process needs to follow a very strict progress of thought.It needs to take into account every step of the process (to be verified through logic), what makes it highly sequential and linear in nature.Electric AgeIntuitiveEmotional deep Participation of oral cultures/ media cultures.(reality shows, celebrity culture)Intuition needs a pre-acquired knowledge (in a similar case).That type of knowledge can be socially and culturally transmitted.

Intuition is more social than rationalism. Because it needs less detachment is also more emotional in nature.Emotions are very easily spread through Humans, so emotions are also highly social. When a group has an emotional experience it always becomes a deep experience and a highly participatory one.

Typographic EraCompositionLiterate. Rational. Linearly structured according to a structure.Electric AgeImprovisationIntuitive. Fragment/collage. Free/random mix of elements. Integration.Typographic EraSyntaxLiterary culture. Highly structured. Written information.Rules in the use of a language or a system.Its use and knowledge makes a highly instructed (specialized) individual in that language or system.You can speak a language without perfectly using/knowing its correct syntax.The more syntax you use, the more structured the language becomes.

Electric AgeMosaicCollage. Every opinion counts (blogs, info from sites). Plural.In a mosaic, a collage, every bit and piece counts as itself, without taking importance off their contribution to the whole.

Typographic EraSoliloquySpecialization (only the specialists opinion counts)Partial point of view. Central government. Nationalisms.In the same way that this era is characterized by a tendency to the center (to itself) through specialization, intensity, and productivity, it tends to produce soliloquy. The artist as a genius, as an exception. The voice of the country, the best of us.

There is only one clear voice because a few broadcast and press Media control the flow of all information (news).That information spread through Radio, TV and newspapers actually comes from even fewer information agencies.

18monologueElectric AgeChorusInternet. Information from every point of view. No borders. Involvement.Media is easier to produce at a personal level. The cost and diversity/specialization of equipment needed has highly decreased. Distribution of media, with the internet, is free (citizen-journalism).When events take place, specially at international level, many versions of the event can be heard.

People with no influence in broadcast media/government can be heard.The influence of centralized institutions decrease.

Everybody can have a voice.

Typographic EraSelf expressionSpecialization. Individuality. Competition.Individuality is greatly appreciated. With fewer social support (family/ group) success is more important.People compare themselves at a higher level ( not with their neighbor, relatives, small group surroundings, but at a more abstract level.People want to feel detached form their own social group. Success, individuality, original self expression are all valid pathways. Competitive character is also encouraged.

Electric AgeGroup therapyHighly social. Tribal. Non egocentric.Eve at a psychological level, we have gone from individual psychoanalysis to group therapy.When society tends to be less individualistic, we realize human interaction can be healing.

Typographic EraActiveMechanical, analytical attitude. Expansive.Linear. Covering every aspect of experience.The mechanical, typographical era, tends to follow every path to completion (linear paths need to get to the end).Science makes huge progress because of the increased analytical approach and the value given to work and success.This era wants to discover, understand and control. Expand.Electric AgeReactiveRecycling. Readapting. Translating previous/other experience.Synthesis, not Analysis.With most systems in place (medicine, science, education), the electric age doesnt tend to build/act but to reorganize/react.The challenge now is not to be able to understand as a way to build/discover/control something new, but how to combine all existing systems into something better, simpler and more effective.That is to synthesize.

Typographic EraBuildMechanical age. Analytical system. Splits, divides everything by means of control.Centralization.Specialization in knowledge is not only a way of getting social prestige/higher salaries.It responds to a deeper need of an Analytical system of