Paper 1 · Communication
UGC NET December 2023 (14.12.2023) Shift-I
A kind of fixation with the medium itself is conceptualised as:
AHypermediacy ✓ Correct
BImmediacy
CMedia tendency
DMulti-mediacy
Correct answer: (A) Hypermediacy — A fixation with the medium itself is called hypermediacy, so the answer is hypermediacy.
Explanation
★A fixation with the medium itself is called hypermediacy, so the answer is hypermediacy.
★Hypermediacy is a style of visual representation that reminds the viewer of the medium.
★It draws attention to the interface, frames and windows rather than hiding them.
★Immediacy is the opposite, making the medium invisible so content feels direct.
★The two terms come from Bolter and Grusin's theory of remediation.
★Media tendency and multi-mediacy are not the standard terms for this idea.
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