Research question and background
New media installations used to be
a technology found in research labs, museums, theme parks and art galleries.
Over the time, they can be found more and more in shopping malls where there
are events. They even can be found in huge space like public square or
buildings. We can see a lot of consumer brands like car brands often employ new
media technology for special promotions. For example, Toyota launches ‘Cars
That Feel’ interactive installation in Sydney, with the technology of
projection mapping and sensor, the car able to ‘react’ to the people. This is
to promote an idea of relationship between human and car in future (Ricki,
2014). While a local installation promoted Hyundai car by using projection
mapping on a 3D model car to show the live footage of it (FWA, 2011).
With the developments in new media
installations in mind, the researcher would like to enquire:
-
What are some
ground breaking examples of new media installations from its early period?
-
How can new media
installations be used to tell more engaging stories?
Topic scope and concepts
The focus area of the study is in
early experimental digital art from the late 1990s to 2000s because many
pioneering installations originated from this period. The other area of focus
is to identify manners which enable new media designers make better narratives
to attract audience.
Concepts that may be important in
understanding and researching digital installations are: interactivity,
immersion, and narrativity. This concept was coined by and examines the
immersive created by the media to the audience. Another helpful theory is
mediation space by Bolter and Grusin (2000), which is, media created by
environment.
Research Outcome and Relevance
The outcome to the first question
will explain why installation art occurred in the early stage and explain how
it is effected the storytelling in this contemporary era.
The outcome to the second question
may lead to better explanation of why car brands are using projection mapping
technology in installation to convey message to the audience.
Such knowledge is relevant to
Interactive Media designers in a digital era because branding through story
telling is the new marketing skills in most of the companies. Media designers
are prompted to know how to use installation to tell story that can convince to
the people.
Research feasibility and ethical concerns
The proposed research is moderate. Some challenges may present itself in the form of broad branches topic
but this may be addressed by some theories by the experts.
There are minimal ethical concerns
for this proposed research as it is in the form of an academic essay that uses
mainly secondary sources.
Bibliography
Brouwer, J., Mulder, A., etl (2007)
Interact or Die. V2_publishing:London.
pp 4-5, 82- 85
Bishop, C. (2005) Installation Art: A Critical History.
United Kingdom: Routledge. pp 94- 99.
Bolter, D.J. & Grusin, R.
(2000) Remediation. ‘Mediated Space’.
United States: First MIT Press paperback. pp 168- 170.
Finn- Kelcey, R. (2007) Signs
of the times: a decade of video, films and slide-tape installation in Britain,
1980-1990. ‘Signs
and Interpretations: time- based installation in the eighties- Chrissie Iles’.
Oxford: Museum of Modern Art. p18.
FWA (2011). ‘Hyundai Accent 3D
Projection Mapping Event’. [online] Available at: http://www.thefwa.com/site/hyundai-accent-3d-projection-mapping-event
[Accessed 2 December 2015]
Khairuddin, N.H. & Yong, B.
(2013) Reactions- New Critical Strategies-
Narratives in Malaysian Art. Vol. 2. Kuala Lumpur: Rogue Art.
Neil, S.O. (2008) Interactive Media: The Semiotics of Embodied
Interaction. London: Sringer.
Ran, F. (2009) A
History of Installation Art and the Development of New Art Forms: Technology
and the Hermeneutics of Time and Space in Modern and Postmodern Art from Cubism
to Installation.
United State: Peter Lang.
Ricki (2014). ‘Toyota launches
‘Cars That Feel’ interactive installation at Vivid Sydney via Soap Creative’. Campaign Brief. [online] Available at: http://www.campaignbrief.com/2014/05/toyota-launches-cars-that-feel.html
[Accessed 2 December 2015]
