New Media Cultures

David Marshall (2004) New Media Cultures

“The objective of these new media is a kind of immersive state. Virtual reality is the endgame of this ecological from of interactivity, where the individual becomes a part of complete system in a game or in an environment” (Marshall, 2004, P11)

Marshall continues his observations when he points out that the varieties of interactive products are numerous, and the virtual reality system with it’s smart technology means that the computers are able to remember out previous data , responses and patterns, which in turn enables them to compile personal information about the individual.

An interesting example of this is the fictional film Minority report (2002) where Tom Cruise’s character is called directly by name by advertising billboards of major retailers encouraging him to buy.



David Marshall also states that the interactive elements between computer and individual breaks down the divisions that would otherwise exists to become part of the programme, game or Internet browser. The user becomes the content.

“Web cams provide a way to become the content quite explicitly, In another vein the avatars and skins that are employed by online gamer express their presentation of themselves and other players. In game worlds the gamer is part of the content as well as the agent or protagonist in the game”. (Marshall, 2004, P14)