A must-read for any communication student is “The media as extensions of man (Understanding Media)”, classic work of the theorist Herbert Marshall Mcluhan (1911-1980). In one of the theoretical models of the book, we find the assertion – The medium is the message – in which the author analyzes the technical effectiveness of communication in individual and collective sensitivity. 1k2a3t
The message is not just content, but a “psychic massage” that the media manifest as human sensations. mcluhan believes that, due to the electronic age, the environment is always created in a new way through the devices. The machines create a new environment inspired by an old environment, serving as an interface for this process of resignification.
In a reality where individuals are increasingly connected, smartphones are the devices that connect us to this process, attracting human attention to their screens. the short of animation "bent life”, created by Chinese director and screenwriter Xie Chenglin, satirizes our addiction to smartphones, showing that the postulate of Mcluhan may have a caricatured dimension in our society.
The director explained that his idea came from everyday observation: “Bowing has become a result of modern science and technology development. People look at their high-tech phones and tablets and focus only on their own palms, gradually alienating themselves from the good life and their surroundings. “Curved Life” is an attempt to use dark humor to describe the social status quo and reflect on the subject.” explained
The animation won the annual award from the Central Academy of Fine Arts (China) in 2014 and takes the concept of “phubbing", a term that combines the words "snub” (snubbing) and “phone” (telephone) to describe the act of ignoring someone using a smartphone. Be sure to check out the video below.
https://www.youtube.com/watch?v=PsH9wGB_Acs
Source: Co.CREATE.
