Digital Nature

Defining the digital environment

.The medium is the message, an inventory of effects- Marshallmuluhan and quentin floor - touchstone books 1967

. All media work us over completely, they are so persuasive in their personal, political , economic, aesthetic , physiological , moral , ethical and social consequences that they leave no part of us untouched, unaffected, unaltered.

. Any understanding of social and cultural change is impossible with out a knowledge of the way media works as environments.

. prints, static, fixed, linear, undirectional communication

. Transitions from painting to photographs, the differences that creates
. Bruce sterling- commonly our struggle is falsely framed -one single clean transaction

The exploration of how the digital environment has effected and influenced graphic design is important because in order to see where the future of graphic design is going you have to understand where it has come from and what has helped shape it.

"The medium is the message" is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.

Print is a fixed, linear way of communicating with someone it is a one way 'conversation. It is a static media unlike digital media which is fluid, malleable and more of a two way conversation between the author/designer and the audience/reader.