Lev Manovich: Import/Export And The Transformation Of Graphic Design.pdf

Lev Manovich argues that "import" and "export" commands in software, though seemingly mundane, are crucial for understanding contemporary software culture and media design. These commands facilitate data compatibility across applications, enabling greater connectivity and sharing of resources—a key aspect of globalization.

Manovich highlights a significant transformation in visual language driven by software tools. Previously isolated artistic languages and vocabularies within distinct professions (filmmaking, graphic design, animation) are now seamlessly integrated and shared through software applications, creating what he calls "metamedia." This new hybrid visual language is characterized by remixability of content, techniques, working methods, and assumptions.

He contrasts the historical separation of these media:
- Filmmakers used camera and film technology for 3D physical reality capture.
- Graphic designers worked with offset printing and lithography in a 2D space.
- Animators used transparent cells and an animation stand with a stationary camera for 2.5D work.

Manovich notes that while content and aesthetics varied, these differences persisted due to technological constraints. However, software tools have broken down these barriers, allowing for greater cross-pollination of styles and techniques.

He cites examples where abstract film and animation share connections with graphic design (e.g., Oscar Fischinger's films and Pablo Ferro's work), demonstrating the evolution of a parallel visual language that transcends original media boundaries.