As interface or instrument, the image does not comprise a representation of a pre-existent and independent reality, but rather a means for the new media user to intervene in the production of the “real,” now understood as a rendering of data. “New media,” Manovich concludes “change our concept of what an image is – because they turn a viewer into an active user. As a result, an illusionistic image is no longer something a subject simply looks at, comparing it with memories of represented reality to judge its reality effect. The new media image is something the user actively goes into, zooming in or clicking on individual parts with the assumption that they contain hyperlinks….”
[W]e must fundamentally reconfigure the image. Specifically; we must accept that the image, rather than finding instantiation in a privileged technical form (including the computer interface), now demarcates the very process through which the body, in conjunction with the various apparatuses for rendering information perceptible, gives form to or in-forms information. In sum, the image can no longer be restricted to the level of surface appearance, but must be extended to encompass the entire process by which information is made perceivable through embodied experience. This is what I propose to call the digital image.
Hansen, New Philosophy, 10.
Hansen’s conception becomes a basis for aesthetics as epistemic AND a basis for a rhetoric of experience. The viewer becomes a creator influenced by material context of the perception. This conception does not neutralize rhetorical aims and moves but disperses or distributes them between context, object, perceiver and makes them cognitive or material operators or procedures that shape the making of perception. “Enframe something (digital information) that was originally formless” 11.
This is “a fundamental shift in aesthetic experience from a model dominated by the perception of a self-sufficient object to one focused on the intensities of embodied affectivity. ” 12-13.
This is social semiotics from another angle. The artifact primes the viewer and provides the resources for creating semiosis. v Kress