Software takes command

137 Georgi Borshukov, “Making of The Superpunch,” presentation at Imagina 2004, available at www.virtualcinematography.org/publications/acrobat/Superpunch.pdf.

138 The details can be found in George Borshukov, Dan Piponi, Oystein Larsen, J.P.Lewis, Christina Tempelaar-Lietz, “Universal Capture - Image-based Facial Animation for ‘The Matrix Reloaded,’ SIGGRAPH 2003 Sketches and Applications Program, available at http://www.virtualcinematography.org/publications/acrobat/UCap-s2003.pdf.

139 The method captures only the geometry and images of actor’s head; body movements are recorded separately using motion capture.

140 Borshukov et al, “Universal Capture.”

141 See www.massivesoftware.com.

142 John Gaeta, presentation during a workshop on the making of The Matrix, Art Futura 2003 festival, Barcelona, October 12, 2003.

143 I don’t remember the exact year of SIGGRAPH conference where Blinn has spoke but I think it was end of the 1980s when physically based modeling was still a new concept.

144 Casey Reas, private communication, April 2005.

145 Catherine Feeny, “The Matrix' Revealed: An Interview with John Gaeta,” VFXPro, May 9, 2004 < www.uemedia.net/CPC/vfxpro/article_7062.shtml>.

146 J. F Blinn, "Simulation of Wrinkled Surfaces," Computer Graphics (August 1978): 286-92.

147 Seen in this perspective, my earlier book The Language of New Media can be seen as a systematic investigation of a particular slice of contemporary culture driven by this hybrid aesthetics: the slice where the logic of digital networked computer intersects the numerous logics of already established cultural forms. Lev Manovich, The Language of New Media (The MIT Press, 2001.)

148 John Gaeta, making of Matrix workshop.

149 Borshukov, “Making of The Superpunch.”

150 http://www.amvj-sessions.com/, accessed April 4, 2008.

151 http://netpublics.annenberg.edu/, accessed February 4, 2007.

152 http://en.wikipedia.org/wiki/Mashup_%28web_application_hybrid%29, accessed February 4, 2007.

153 http://www.programmableweb.com/mashups, accessed March 1, 2008.

154 Bruce Sterling. Shaping Things. (The MIT Press: 2005).

155 http://en.wikipedia.org/wiki/Technorati, accessed February 30, 2008.

156 Hernando Gomez Salinas, “Buenos Aires,” The, issue 01 (September 2007), p. 8.

157 http://www.wired.com/wired/archive/13.07/intro.html, accessed February 4, 2007.

158 Ulf Poschardt, DJ Culture, trans. Shaun Whiteside (London: Quartet Books Ltd, 1998), 123.

159 Ibid, 271.

160 Fro instance, Web users are invited to remix Madonna songs at http://madonna.acidplanet.com/default.asp?subsection=madonna.

161 Ibid., 280.

162 Paul D. Miller aka Dj Spooky that Subliminal Kid, Rhythm Science (MIT Press, 2004.)

163 Roland Barthes, Image, Music, Text, translated by Stephen Heath (New York: Hill and Wang, 1977), 146.

164 Of course, the twentieth century terms and the paradigm behind them did not disappear overnight. Modern media industries which were established in the 19^th and 20^th century, i.e. before the arrival of the web – newspapers, television, film industry, book and music publishing, video games – continue with the old paradigm: small number of producers creating content distributed to much larger audiences. (“Small” and “large” are relative numbers. In 2005, 172,000 new titles were published in US alone, while 206,000 were published in the UK.^ How is that for a “small” number of producers?). However, even for these “going digital” (or, perhaps,” “resisting the digital would be more precise) industries the web changed the rules of the game. Here traditional large-scale media industries are competing with numerous small-size producers - including individuals - in the same space. And since in comparison to selling physical products like music CDs, the distributition and stocking costs for digital files are tiny while the numbers of customers are much greater, this leads to a so-called “long tail” phenomenon. Now “top forty” items account for only %20 of the sales, while the other “non hits” account for the remaining %80.

165 Thomas Vander Wal, "Understanding the Personal Info Cloud: Using the Model of Attraction", presentation at University of Maryland, June 8, 2004 < http://www.vanderwal.net/essays/moa/040608/040608.pdf>, accessed February 30, 2008.

166 http://www.webware.com/8301-1_109-9689909-2.html, accessed July 29, 2007.

167 http://jumpcut.com, accessed April 5, 2008.

168 http://www.kaltura.com, http://eyespot.com/, accessed April 5, 2008.

169 Krissi Danielsson, “Distinguishing Cloud Computing from Utility Computing,” www.ebizq.net, March 26, 2008. < http://www.ebizq.net/blogs/saasweek/2008/03/distinguishing_cloud_computing/>, accessed September 7, 2008.

170 http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html, accessed September 7, 2008.

171 For detailed statistics on the social media usage and growth between 2006 and 2008, see http://www.universalmccann.com/Assets/wave_3_20080403093750.pdf, accessed September 7, 2009.

172 See “Principles of New Media” in The Language of New Media.

173 http://www.flickr.com/explore/interesting/, accessed March 1, 2008.

174 See http://en.wikipedia.org/wiki/Collaborative_filtering, accessed October 25, 2008.

175 Eliot Van Buskirk, “'Father of the MP3' Teaches Machines to Parse Music,” Wired blog network, October 24, 2008 < http://blog.wired.com/music/2008/10/mufin.html>, accessed October 25, 2008.

176 http://www.newspond.com/about/, accessed March 1, 2008.

177 http://www.spotplex.com/help, accessed March 1, 2008.

178 http://en.wikipedia.org/wiki/Ask_BigNews, accessed September 8, 2008.

179 www.tenbyten.org, accessed July 29, 2007.

180 “Approaching a definition of Web 2.0,” The Social Software Weblog , accessed October 28, 2005.

181 “Web 2.0 Design: Bootstrapping the Social Web,” Digital Web Magazine <http://www.digital-web.com/types/web_2_design/>, accessed October 28, 2005.

182 http://creativecommons.org/about/sampling, accessed October 31, 2005.

183 http://orange.blender.org, accessed September 9, 2008.

184 http://orange.blender.org/production-planning, accessed September 9, 2008.

185 http://en.wikipedia.org/wiki/Assembly_line, accessed October 31, 2005.

186 Theodor W. Adorno and Max Horkheimer. The Culture Industry.

Enlightment as Mass Deception, 1947.

187 Theodor W. Adorno, “Culture Industry Reconsidered,” New German Critique, 6, Fall 1975, pp. 12-19.

188 Ibid.

189 http://en.wikipedia.org/wiki/Mod_%28computer_gaming%29, accessed April 6, 2008.

190 This phrase is an appropriation of a title by a book by Bruno Latour We Have Never Been Modern.

191 A glance at the history of the Wikipedia page on “User-generated content” reveals that it was first created on January 28, 2006. According to the version of the article accessed at this writing (July 23, 2007), “the term entered mainstream usage during 2005 after arising in web publishing and new media content production circles. It reflects the expansion of media production through new technologies that are accessible and affordable to the general public. These include digital video, blogging, podcasting, mobile phone photography and wikis.” http://en.wikipedia.org/wiki/User-generated_content, accessed July 23, 2007.

192 Ibid.

193 “The Long Tail” was coined by Cris Anderson in 2004. See Cris Anderson, The Long Tail, Wired 10.12 (October 2004) < http://www.wired.com/wired/archive/12.10/tail.html>, accessed February 11, 2008.

194 More “long tail” statistics can be found in Tom Michael, “The Long Tail of Search,” September 17, 2007 < http://www.zoekmachine-marketing-blog.com/artikels/white-paper-the-long-tail-of-search/>, accessed February 11, 2008.

195 http://www.alexa.com/site/help/traffic_learn_more, accessed February 7, 2008.

196 The report surveyed 17,000 users in 29 countries in March 2008. http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3?src=embed, accessed September 8, 2008.

197 http://en.wikipedia.org/wiki/Myspace, accessed February 7, 2008.

198 http://en.wikipedia.org/wiki/Cyworld, accessed February 7, 2008.

199 http://www.pipl.com/statistics/social-networks/size-growth/, accessed February 11, 2008.

200 http://en.wikipedia.org/wiki/Facebook, accessed February 7, 2008.

201 http://en.wikipedia.org/wiki/Youtube, accessed February 7, 2008.

202 http://en.wikipedia.org/wiki/YouTube, accessed April 7, 2008.

203 According to research conducted by Michael Wesch, in early 2007 YouTube contained approximately %14 commercially produced videos. Michael Wesch, presentation at panel 1, DIY Video Summit, University of Southern California, February 28 .

204 http://www.youtube.com, accessed April 7, 2008.

205 Conversation with Tim Park from animemusicvideos.org, February 9, 2009.

206 Michel de Certeau. L'Invention du Quotidien. Vol. 1, Arts de Faire. Union générale d'éditions 10-18. 1980. Translated into English as The Practice of Everyday Life. Translated by Steven Rendall. University of California Press. 1984.

207 http://en.wikipedia.org/wiki/The_Practice_of_Everyday_Life, accessed February 8, 2008.

208 http://en.wikipedia.org/wiki/Spore_(2008_video_game), accessed September 8, 2008.

209 https://www.puma.com/secure/mbbq/, accessed February 8.

210 http://buglabs.net/, accessed February 8.

211 C.K. Prahalad and Venkat Ramaswamy. The Future Of Competition: Co-Creating Unique Value with Customers. Harvard Business School. 2004.

212 http://en.wikipedia.org/wiki/The_Practice_of_Everyday_Life, accessed February 10, 2008.

213 See http://en.wikipedia.org/wiki/History_of_subcultures_in_the_20th_century, accessed February 10.

214 Here is a typical statement coming from business community: “Competition is changing overnight, and product lifecycles often last for just a few months. Permanence has been torn asunder. We are in a time that demands a new agility and flexibility: and everyone must have the skill and insight to prepare for a future that is rushing at them faster than ever before.” Jim Caroll, The Masters of Business Imagination Manifesto aka The Masters of Business Innovation” http://www.jimcarroll.com/10s/10MBI.htm>, accessed February 11, 2008.

215 http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html?page=4, accessed February 8.

216 http://en.wikipedia.org/wiki/Mashup_%28web_application_hybrid%29, accessed February 11, 2008.

217 See an interesting feature in Wired which describes a creative relationship between commercial manga publishers and fans in Japan. Wired story quotes Keiji Takeda, one of the main organizers of fan conventions in Japan as saying “This is where [convention floor] we're finding the next generation of authors. The publishers understand the value of not destroying that." Qtd. in Daniel H. Pink, Japan, Ink: Inside the Manga Industrial Complex, Wired 15.11, 10.22.2007 < http://www.wired.com/techbiz/media/magazine/15-11/ff_manga?currentPage=3>

218 See http://www.signosemio.com/jakobson/a_fonctions.asp, accessed February 7, 2008.

219 http://www.gravity7.com/paradigm_shift_1.html, accessed February 11, 2008.

220 This number, however, does not tell how many of these comments are responses to other comments. See Pew/Internet & American Life Project, Technology and Media use Report, 7/25/2007 < http://www.pewinternet.org/PPF/r/219/report_display.asp>, accessed February 11, 2008.

221 http://www.earstudio.com/projects/listeningpost.html, accessed April 7, 2008.

222 http://www.pewinternet.org/PPF/r/230/report_display.asp, accessed February 11, 2008.

223 < http://youtube.com/watch?v=6gmP4nk0EOE>, accessed February 8, 2008.

224 Ibid.

225 I am thinking here, for instance, of a 1985 video You Might for the new wave band Cars directed by Jeff Stein we already encountered earlier. See dreamvalley-mlp.com/cars/vid_heartbeat.html#you_might.

226 See Adrian Chan, Social Media: Paradigm Shift? http://www.gravity7.com/paradigm_shift_1.html, accessed February 11, 20008.

227 http://www.dezeen.com/2007/01/31/gehry-nouvel-ando-and-hadid-build-in-abu-dhabi/, accessed September 10, 2008.