Remediation and Premediation as Medium Specificity in Jay David Bolter and Richard Grusin

What is new about new media? As the term “new media” contains powerful ideological connotations, such as “new equals better,” the boundaries between old and new media have been intensely discussed in media studies. Are the old and the new media completely separate entities or are new media old media delivered with new technologies? Bolter and Grusin’s theory of remediation brings yet another way of thinking about new media and answering these questions. For Bolter and Grusin the specificity of new media, their “newness,” lies in the way they remediate older media. Building on McLuhan, they define remediation as “the representation of one medium in another.”[1] Against the technologically progressive view which celebrates new media as an improvement on and a complete break with old media, this notion sets the grounds for conceptualizing the relationship between old and new media not as oppositional but as part of a media genealogy, focusing, in Foucauldian fashion, on their connections and affiliations instead.[2]

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