Mapua Institute of Technology Issues & Perspectives in Multimedia Arts Practice by Ox

1. Issues & Perspectives in Multimedia Arts Practice
S.D Noam Cook: "Technological Revolutions &
the Gutenberg Myth" in Internet Dreams (1997)
By: Ox H. Pulido
January 27, 2017

2. AGENDA
The agenda of this presentation aims to discuss the following:
1. Conceptual Model used to analyze Cook's article;
2. Who is Gutenberg?
3. Problem and Baseline;
4. Solution and Technical Design;
5. Production;
6. Change Impact;
7. Continuous Improvement;
8. Transition;
9. Challenges.

3. Conceptual Framework
Problem > Baseline > Solution > Technical Design > Production >
Change Impact > Continuous Improvement

4. Who is Gutenberg?
• In 1450 at Mainz Germany, Johannes
Gutenberg invented the printing
press with movable type.
What does Cook's mean about
Gutenberg Myth?
• This refers as to where will
technology leads us.

5. Problem and Baseline
Problem
• Majority of the population is illiterate – inability to read and write
thus there is a scarcity of knowledge due to lack source of
information – books.
Baseline
• Common people rely on monks to read the Bible for them.
• Production of reading materials are monks handwriting of
manuscripts or woodcuts which are time-consuming.

6. Solution & Technical Design
Solution
• The solution is to create a printing press
that enables reproduction of reading
materials.
Technical Design involves the ff:
1. Engrave letter to copper.
2. Through hand-casting instrument
molten lead is poured in the mold.
3. Once the lead is hardened, the type is
formed.

7. Production
1. Typesetter arrange letter to lines.
2. Lines and columns are combined
to create the pagelayout.
3. The pagelayout is inked and the
paper is is pressed to it.
4. Graphic images are also included.
5. Printing in parchment made of
wool is expensive. Rags are used
as alternate.

8. Change Impact
1. Widespread effect; printing press were established in
• 1539 in Mexico City;
• 1639 in Cambridge, Massachusetts
2. By 1700, mass illiteracy declined up to 70%.
3. Discovery of wood pulp for paper production.

9. Continuous Improvement
Technology Pagelayout Printing and Distribution
Method
Storage
1947 Printing Press & Linotype Movable text Linotype Physical Library
Typewriter Default Ink Ribbon Physical Library
Xerox Laser copy Physical Library
Word Processor
(Word Star > MS Word)
PC, tablet. Command, tools Dot matrix or laser printers
Hard copy or soft copy can be
distributed through email.
Physical Library / Floppy Disk >
CD > Local or External Disk >
Online Storage
Pagelayout Software
(Pagemaker > Indesign)
PC; Customized Hard copy or soft copy can be
distributed through email.
Physical Library or Floppy Disk
> CD > Local or External Disk >
Online Storage
Static Website Customized; HTML & CSS Web-based; distribution by
sending the link
Cloud services or Local Disk
Content Mgt System Customized, tablet; HTML
Editor or HTML & CSS;
Web-based; distribution by
sending the link
Cloud services or Local Disk

10. Transition

11. Challenges
Technology Challenges for both users and ITs Resolution
1947 Printing Press & Linotype Paper production, backup and storage
Typewriter Paper production, backup and storage
Xerox Paper production, backup and storage
Word Processor - MS Word • Soft copy - Large file, individual editing and
backup
• Mobile application.
• Hardware and operating system
compatibility.
• Collaboration platform; online storage
• Application build, fix and enhancement.
Pagelayout Software (Pagemaker > Indesign) • Indesign skills; Soft copy - Large file and
backup.
• Mobile application.
• Hardware and operating system
compatibility.
• Training; online storage
• Application build, fix and enhancement.
• Cloud services > infrastructure upgrade
Static Website • Web programming skills
• Network and Storage
• Training; content mgt system
Content Mgt System • Hardware and operating system
compatibility.
• Network and Storage
• Cloud services > infrastructure upgrade
• Application build, fix and enhancement.

12. REFERENCES
• The New Media Theory Reader by Robert Hassan & Julian
Thomas, 2006
• Printing – 1947 – Printing Press Work and Use;
https://youtu.be/Mx8_kt-bLMk
• Johannes Gutenberg and the Printing Press
https://youtu.be/0ojyCDRc8uc

13. THANK YOU!
infographix33.com