I have been reading ‘The Medium is the Massage’ (Quentin Fiore). It is interesting to read this insightful work in relation to my Rethink project. This book questions, analyses and probes our relationship with the methods of communication we have used throughout history, making connections between these mediums and how they help to shape society and personal lives. This examination- although dating back to the 1960’s- resonates in today’s technologically driven society and is making me think further about how I might want to use the technologies at my dsiposal to communicate the story I eventually end up choosing to photograph.
“Since the renaissance the Western artist perceived his environment primarily in terms of the visual. Everything was dominated by the eye of the beholder…he accepted the dominance of the vertical and the horizontal -of symmetry- as an absolute condition of order. This view is deeply embedded in the consciousness of Western art”
“Primitive and pre-alphabet people integrate time and space as one and live in an acoustic, horizonless, boundless, olfactory space, rather than in visual space. Their graphic presentation is like an x-ray. They put everythingthey know, rather than only what they see. Electric circuitry is recreating in us the multi-dimensional space orientation of the primitive”
“print technology created the public. Electric technology created the mass”