Who on the Web is Free to Choose?: Questioning the Effects of Access on New Media Studies
نویسندگان
چکیده
In a post industrial society, every citizen can construct her own custom lifestyle and “select” her ideology from a large (but not infinite) number of choices. Rather than pushing the same object/information to a mass audience, marketing now tries to target each individual separately. The logic of new media technology reflects this new social logic ... Every hypertext reader gets her own version of the complete text by selecting a particular path through it. Similarly every user of an interactive installation gets her own version of the work. And so on. In this way new media technology acts as the most perfect realization of the utopia of an ideal society composed of unique individuals. (Manovich, 44, emphasis added)
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