powerpoint

This paper traces the development of a new semiotic mode, kinetic typography. Kinetic typography began with the experiments of filmmakers like Len Lye and Norman McLaren. Later, film title designers like Saul Bass and Pablo Ferro drew on the shapes of letters with inventive metaphors – serifs, for instance could make letters walk, because they can stand for shoes as they are elongated horizontals on which something stands. In Saul Bass’ titles for Hitchcock's Psycho, the splitting of letters became a metaphor for the split mind of the film's main character. Such inventions eventually became part of a lexicon of clichés drawn on by designers across the world. Eventually, researchers and software designers began to formalize and systematize the language of kinetic typography, and the fruit of their work is now widely available, not only to specialists, but also to anyone who uses PowerPoint or Adobe AfterEffects, even though users may not always be aware of the lexico-grammatical rules which underlie the menus they choose from. And computers, being agnostic as to the kind of “objects” their operations operate on, apply these grammars to letters as well as other graphic forms, thus consolidating the multimodality of the language of movement. The second part of the paper discusses these formalizations, drawing on the kinetic design literature. Based on M.A.K. Halliday's transitivity theory, it sketches the outlines of a systemic grammar of movement that can make the meaning potential of kinetic typography explicit. The paper concludes with an analysis of art works created by David Byrne which use PowerPoint as a medium. Using PowerPoint's relatively simple movement grammar, Byrne has nevertheless succeeded in using movement creatively, giving us a glimpse of a future of creative writing which has kinetic typography at its very centre.

(Source: Authors' Abstract)

Our linear expectations of digital presentations (and the scorn associated with “Death by PowerPoint) have been transformed by the availability of tools such as Prezi, an editor that allows for the juxtaposition of images, text, and other media on a telescoping canvas that relies on linear paths for exploring nonlinear content. Prezi acts an infinite canvas, recalling Scott McCloud’s model for a future of sequential art on the web defined not by pages but by the screen as portal to an expanding and linked storyspace, allowing for continual layering of meaning and data using the methods of what Henry Jenkins describes as environmental storytelling. Alexandra Saemmer's use of Prezi as a space for experimenting with electronic literature breaks our expectations of a tool originally designed for presentations. The adaptation of tools of this kind towards the development of literary experiences reveals the fundamental transformations of procedural expectations and linked structures in online spaces: the co-location and linking of ideas to create meaning is now a matter of course. A similar limited model of the expanding canvas is used in Jason Shiga’s Meanwhile, a work whose digital iPad form more clearly conveys the extent of its connected and intertwined threads than the pages of its corresponding codex can contain. In considering the evolution of text within electronic literature, the nonlinear and interactive natures of a work often make even the most textual of electronic literature defy easy translation to printed codex. I’ll examine the juxtaposition of linear and nonlinear in these works, and suggest how we can see the impact of evolving conceptions of meaning in web spaces on electronic literature (and vice versa) through probing at the construction of text through rejection of the page.

(Source: Author's abstract at ELO 2013: http://conference.eliterature.org/critical-writing/spirals-meaning-expl… )