A kind of fixation with the medium itself is conceptualised as:

Hypermediacy is a fixation on the medium itself, making the viewer aware of the medium rather than looking through it.

Immediacy is the opposite tendency, where the medium is made invisible so content feels direct and unmediated.

Media tendency is not the established term for this concept and names no such fixation.

Multi-mediacy is not a recognised label for awareness of the medium.

Bolter and Grusin paired hypermediacy with immediacy as the logics of remediation.

A cluttered interface full of windows and icons foregrounds the medium, illustrating hypermediacy.