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Marianne Van Den Boomen Transcoding the Digital How Metaphors Matter in New Media Transcoding the Digital 3 MARIANNE VAN DEN BOOMEN TRANSCODING THE DIGITAL HOW METAPHORS MATTER IN NEW MEDIA TRANSCODING THE DIGITAL 3 Theory on Demand #14 TRANSCODING THE DIGITAL Transcoding the Digital: How Metaphors Matter in New Media HOW METAPHORS MATTER IN NEW MEDIA Author: Marianne van den Boomen Editorial support: Miriam Rasch De transcodering van het digitale Design and DTP: Katja van Stiphout Hoe metaforen ertoe doen in nieuwe media Publisher: Institute of Network Cultures, Amsterdam 2014 (met een samenvatting in het Nederlands) Printer: ‘Print on Demand’ First 200 copies printed at Drukkerij Steenman, Enkhuizen ISBN: 978-90-818575-7-4 Earlier and different versions of Chapter 2 has been published in 2008 as ‘Interfacing by Iconic PROEFSCHRIFT Metaphors’, in Configurations 16 (1): 33-55, and in 2009 as ‘Interfacing by Material Metaphors: How Your Mailbox May Fool You’, in Digital Material: Tracing New Media in Everyday Life and ter verkrijging van de graad van doctor aan de Universiteit Utrecht Technology, edited by Marianne van den Boomen, Sybille Lammes, Ann-Sophie Lehmann, Joost op gezag van de rector magnificus, prof.dr. G.J. van der Zwaan, ingevolge Raessens, and Mirko Tobias Schäfer. Amsterdam: Amsterdam University Press, p. 253-266. het besluit van het college voor promoties in het openbaar te verdedigen An earlier and different version of Chapter 6 has been published in 2006 as op woensdag 12 februari 2014 des middags te 12.45 uur ‘Transcoding Metaphors after the Mediatic Turn’, in SPIEL 25 (h.1): 47-58. Contact door Institute of Network Cultures Marianne Veronica Theresia van den Boomen Phone: +31 20 5951865 geboren op 28 november 1955 te Den Haag Email: [email protected] Web: http://www.networkcultures.org This publication is available through various print on demand services. For more information, and a freely downloadable PDF: http://networkcultures.org/publications This publication is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-SA 4.0). 4 THEORY ON DEMAND TRANSCODING THE DIGITAL 5 CONTENTS ACKNOWLEDGMENTS 9 It takes a network INTRODUctiON 12 Metaphor, meaning, and code 1 — Where is my mail? 13 2 — The riddle of digital praxis 17 Transcoding the digital Translations in actor-networks Material semiotics 3 — Metaphors we compute by 23 Overview of the chapters CHAPTER 1: INTERFacinG BY indEXicaL ICONS 27 How your mailbox may fool you 1 — Interfaces, machines, and digits 28 A computer is not a coffee machine A computer is not a pianola The screen sucks Iconic condensation 2 — Between iconicity and indexicality 37 Firstness, Secondness, and Thirdness Indexical symbols with virtual objects Tools ready-to-hand and present-at-hand 3 — Conceptual metaphor 43 Sources, targets, and black boxes CHAPTER 2: MatERiaL MEtaPHORS 48 How objects turn into social organizers 1 — Levels of materiality 48 2 — Material metaphor 50 Travels, roads, and maps Media-Specific Analysis Material-metaphorical networks Metaphor and indexicality revisited 3 — Metaphorical objects in anthropology 58 Knives, pots, and villages Promotoren: Prof.dr. J.F.F. Raessens Material metaphors as social organizers Prof.dr. J. de Mul 4 — Contemporary scripted objects 62 Prof.dr. C.M. Slade Doors, keys, and shavers Scripted objects versus material metaphors Disciplining artifacts and informational objects Copromotor: Dr. S. Lammes 5 — Digital-material metaphors 67 6 THEORY ON DEMAND TRANSCODING THE DIGITAL 7 Files, forums, and tweets Software as objects Material metaphor analysis Software as prescription Software as battlefield CHAPTER 3: MEdiatiON BY METONYMY and MEtaPHOR 72 Software as translator How media multiply and dissolve 3 — Digital-material coding and transcoding 150 1— What do we call a medium? 73 The materiality of software Media metonyms Inside the machine Discourse metaphors of media Outside the machine 2 — Metaphors of processing 79 4 — Repositioning materiality 154 Media as membrane Software as material metaphor Media as master Spaces of media CHAPTER 6: TRANSCOdinG THE SOciaL intO NETWORKS 158 Media ecology How the digital gets socialized 3 — Metaphors of transmission 89 1 — The virtual community metaphor 158 Media as channel Community as village The conduit discourse Community discourse The toolmakers paradigm 2 — The Web 2.0 metaphor 162 4 — Metaphors of storage 96 Web 2.0 as software upgrade Media as container Web 2.0 as sharing and linking The inscription discourse Web 2.0 as harnessing and harvesting 3 — Recounting the web 165 CHAPTER 4: ImmEdiacY BY MEtaPHOR 103 Web 1.1: Scripting the web How mediation becomes invisible Web 1.2: Extending the hyperlink 1 — The desire for immediacy 103 Decentered spaces and socialities Closing the gap 4 — Network metaphors 170 Transparent immediacy The telegraph and the nervous system 2 — Windows, mirrors, and tools 108 Electronic highway Virtual windows Cyberspace imagery Multiple digital windows The network graph Windows and mirrors 5 — This is not a network 180 Mirrors or tools Net-works, work-nets, and mobility 3 — Remediating immediacy 115 Control by protocol No remediation without demediation Aggressive remediation COncLUSIOnS: A maniFESTO FOR hacKinG MEtaPHORS 18 6 4 — Remediation revisited 120 How metaphors matter in digital praxis Remediation produces media 1 – What metaphors are not 187 Transmediation beyond media Metaphors are never just metaphorical Trajectories of digital transmediation 2 — Tracing digital-material metaphors 188 Go beyond conceptual metaphors CHAPTER 5: CODE RULES 128 Material metaphors transfer, translate, and transform How software matters and metaphorizes 3 — Hacking digital matters of fact 190 1 — The political history of software 128 Hack the icontology of interfacial immediacy Commanding girls or computers Hack software ideology and its metaphors Software as (forgotten) labor Software as ideology References 195 Software politics 2 — Coding digits, objects, and concepts 136 Samenvatting 211 Software as numbers Software as language Curriculum Vitae 220 8 THEORY ON DEMAND TRANSCODING THE DIGITAL 9 ACKNOWLEDGMENTS IT TAKES A NETWORK It takes a network to raise a PhD thesis, as everyone who ever did so, knows. During the years it took me to put this thing together, many people, from many different angles, clubs, and gather- ings, on many different occasions, chipped in, sometimes without even knowing it. Let me start with those who did know what this was supposed to be, even before I knew it my- self. I am deeply indebted to the people at the Faculty of the Humanities, at the Institute for Cul- tural Inquiry (ICON), and at the Department for Media and Culture Studies (MCW) for creating the best job in the world. Thank you for hiring me as a so-called 50/50 teacher-researcher in the New Media and Digital Culture (NMDC) program, for your patience, and for your generous sup- port that enabled me to visit several international conferences and to publish finally this book. The best job in the world would be nothing without inspiring co-workers. In the NMDC staff I also found the best colleagues in the world. Thank you for being such a lovely, supporting, smart, critical, hard working, and life-enjoying bunch of people: Marinka Copier, Isabella van Elferen, Karin van Es, René Glas, Cris van der Hoek, Selene Kolman, Erna Kotkamp, Michiel de Lange, Ann-Sophie Lehmann, Johannes Paßmann, Thomas Poell, Joost Raessens, Indira Reynaert, Martina Roepke, and Tom van de Wetering. Special and warm kudos should go to my 50/50 fellows who soon became true friends, Mirko Tobias Schäfer and Imar de Vries. Our revels were fabulous and I deeply enjoyed our debates, drinks, dinners, seminars, travels, gossip, and jokes. You rock! The MCW network is larger than new media studies. I learned a lot from my colleagues at gender studies, at seminars on posthumanism and new materialism, and while developing interdisci- plinary courses: Cecilia Åsberg, Rosi Braidotti, Rosemarie Buikema, Sanne Koevoets, Kathrin Thiele, Iris van der Tuin, Berteke Waaldijk, and Doro Wiese. The same holds for the MCW media seminars, where I argued with inspiring colleagues from film and television studies about what a medium actually is and why the screen sucks: Rick Dolphijn, Chiel Kattenbelt, Frank Kessler, Eggo Müller, and Nanna Verhoeff. The 50/50 position implied a lot of teaching, which has been a challenge as well as a great pleasure. I have met many great students that baffled me with their insights, ideas, and questions, of whom I can only mention a few: Koen Leurs, Elize de Mul, Shirley Niemans, Levien Nordeman, Tijmen Schep, and Tom van de Wetering. At the Philosophy department In Rotterdam I found a hospitable academic home when I was still a nomadic PhD wannabee. At seminars and staff meetings there I had the honor to witness and partake in the wildest debates masterminded by this remarkable crowd of philosophers: Wim van Binsbergen, Bibi van den Berg, Ger Groot, Niels Helsloot, Jeroen van den Hoven, Jos de Mul, André Nusselder, Elke Müller, Henk Oosterling, and Awee Prins. There, I also found my supervisor Jos de Mul, who believed in me right from the start, and whose never ending warm support and wise comments kept me on the right track. 10 THEORY ON DEMAND TRANSCODING THE DIGITAL 11 I am also much indebted to my supervisors in Utrecht. Christina Slade, with her amazing ability to food, experience, practical advise, fun, long walks and long talks. Usually such people are called pair the strictest analytical philosophy with wild creative thinking, guided me through the develop- friends. I want to express my special gratitude to dear old friends who nurtured my intellectual ment of my argument. Joost Raessens, with his equally amazing ability to combine pragmatism unfolding during the last three to four decades: Jos van der Lans, Peter van Lieshout, Annemarie with playfulness and Deleuzian philosophy, was extremely helpful in the last phase, and sharp- Mol, and Ben Smit. ened my thoughts on what my research was actually about.
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