To properly articulate translation, is to essentially define it as a genre of artistry.
‘Artistry’ implies subjectivity. It confirms uncertainty, the lack of objectivity and exact science in translation as a craft and process. But translation as a craft also evokes a desire to understand; to render the unfamiliar so it may become familiar, if one were to paraphrase Hayden White (1978). This relationship of translation certainly reads like a process of linkage; a transportation railway that delivers meaning from one isolated frame of context (could be as vast as a country, or as mundane as an imperial/metric system transfer) to another. However, as I will be discussing here, such a reading on the art of translation would utterly erase the accents of such processes which give the newly translated entity its unique existence. Nothing exists as merely a ‘substitute’ for another.
In considering the ever-changing landscape of the multi-medium phenomenon that is Media, it is imperative that an overarching, theoretical concept, can strike a delicate balance between concrete, set-in-stone statements that roots all sub-concepts, and a malleable nature that allows new modern concepts to be safely slotted in and expand along with time, without much friction with the universal personality of the overarching theories; theories and concepts that concerns themselves with explaining the media and its relationship with human society. In this essay, I analyse Nicolas Couldry’s concept of ‘media rituals’, and consider what it achieves in explaining media’s role in society, how it performs in contemporary society and what has being done in refining this concept.Read More »
Duality: a simple but demonstratively cardinal term. The expressionistic properties of ‘duality’ alone can already form the metaphorical backbone of the most impressionable citings of physics, philosophy, mythology and visual arts in human history. Balance in its purest form constitutes two opposing beings; physical or otherwise, keeping each other in check. Gravity and mass, good and evil, light and dark. Man and machine.
As the central branding message surrounding the entire company, Microsoft’s 2014 (and still ongoing) multimedia campaign and its tonal stage-setting relies on the narrative implications of a single word: ‘Empower’. Thus, the campaign can be perceived as a hybrid brand establishment attempt by Microsoft, in solidifying its name and association within a worldwide humanitarian, innovative enterprising and creative paradigm. As one of the most recognisable brands in the world, Microsoft’s popular public image is a global but impersonal one.
Desire is an individualistic emotional construct that can almost ironically be considered the direct sibling of society-binding cultural norms, that indoctrinates individuals into adopting a collective mindset that does not stray far from the ‘normal’. What society deems desirable; however logical, the individual must desire as well. Individuals are constantly affected by the sometimes silent, but always prevalent pressures to buy, reshape and realign themselves back into the collective, popular narrative.
As active documenters and expressive anchors for their respective time periods, artists and creative practitioners all demonstrated engagements to the mechanics and characteristics of their time, which are in turn reflected by how they build upon their works, through utilizing tools and technologies of their time. As a result, significant advancements in human technological capabilities are readily reflected upon by artists, who finds new frames of perceptions for their audiences to experience their artworks, and find meaning through and from new mediums of expressions and sensual cues.