CHAPTER 4

DIGITAL MEDIA ARTS

 INTRODUCTION
Media arts flourish over decades in the most
developed countries, henceforth, the Philippines is
adapting a lot of changes in the modern times
brought by digital era.

Technology use is time saving and efficient, that is

how programming works in business
establishments. The modern film industry makes
use of 3d animations and computer technology to
create visual appeals on the settings and scenes
with some magical impacts.
The enhancement of realistic sceneries in movie
making is a kind of computer artworks in grandeur.

In printing industries digital applications on

photography, newspapers, journals, books, and
documents give satisfaction and patronage among the
consumers beyond just creating best impressions on
the beauty of arts and design applied. So literally,
media arts application is every industry’s demand,
every small business’ dream, and every teenager’s
journey.
Learning Competencies
At the end of this lesson, you will be able to:
1. give a substantial background information on relevance
and breakthrough of modern art;
2. collect any product or service advertising material
produced by the modern technology; and
3. Connect the business psychology on the impact of such
materials to the prospective customers.
SPRINGBOARD ACTIVITY
https://www.youtube.com/watch?v=UxQDG6WQT5s
Art in the Age of Machine Intelligence
Refik Anadol
Refik Anadol is a new media artist and
director of the Refik Anadol Studio, based
out of Los Angeles, California.

His works primarily focus on creating public

art in the form of data sculptures, live
audio/visual, and immersive installations by
creatively blending media arts with the world
of machine intelligence.
Technology is drastically influencing creative
processes by equipping the human brain with
tools to materialize previously unthinkable
concepts in art and design.

Artificial intelligence in particular is constantly

challenging creative processes and is efficiently
changing human perceptions of art and design,
so much that it makes us wonder if the machine
has its mind that is capable of innovating and
producing creative outcomes on its own!
This concept of machines being individual
entities themselves, capable of thinking and
dreaming on their own to produce art, and
not just exist as mere tools to support
human ideas is what Refik Anadol’s TED
Talk titled – Art in the age of machine
intelligence is structured around.
Much like many of us who are fans of Sci-
Fi movies and concepts alike, Refik talks
about how his childhood memory of
watching and being inspired by the
visuals of a futuristic LA city, as depicted
in the movie Blade runner, stuck with him
and truly shaped his interest towards
data science its possible connection with
the world of art.
WHAT IS DIGITAL MEDIA ARTS?
Digital art is an artistic work or
practice that uses digital
technology as part of the creative
or presentation process.
C O M PU T E R
G R APH I C S
 COMPUTER GRAPHICS
Computer Graphics refer to the
products of the graphic arts, especially
commercial design or illustration.
Computer Graphics specialize the
methods for digitally synthesizing and
manipulating visual content. Its
function is to create and enhance all
kinds of graphical illustrations from:
 D I G I TA L
D R AW I N G
C H A RT S
LOGOS
3D SCENES
P H O TO
M A N I P U L AT I O N
(sample photo
by Janrey Loyd
Abalo)
In most PowerPoint presentations, the use of graphics add flavor
and taste to the substance and scope presentation. Beyond
seeing a good content on the screen, the visual appeal is a must
to create and sustain reader’s attention; charts and graphs logic
gives a quick access to reading the figures and implications. On
the other end, moving graphics for TV, music, and video show the
growth of digital media lately.
Computer graphics can be moving or non-interactive; Symantec

built an interactive timeline to understand the evolution of cloud

technology. Other web graphics are interactive maps, and so it is

the creation of digital duel games. Passive graphics are known as

non-interactive because the observer has no control on the image

like the titles that are shown on TV.

COMPUTER GAMES
COMPUTER GAME
a computer-controlled
game where players
interact with objects
displayed on a screen for
the sake of entertainment
H I S TO R Y O F C O M P U T E R G A M E S

In 1952, for instance, British

Though video games are professor A.S. Douglas
found today in homes created OXO, also known as
worldwide, they actually got noughts and crosses or a tic-
their start in the research tac-toe, as part of his
labs of scientists. doctoral dissertation at the
University of Cambridge.
We tend to think of computer and
video games as common elements of
our modern society, but before there
was Xbox, Nintendo, or even Atari,
there was NIM. Created by
Westinghouse for the 1940 World's
Fair, Nim was a rudimentary
computer game in which one would
play against the machine, by picking
up matchsticks.
In 1952 Alexander Shafto Douglas (21
May 1921 – 29 April 2010), a
graduate student in Cambridge, was
writing his Ph.D. thesis on human-
computer interaction for the
University of Cambridge. He decided
as part of his thesis to create a
computer game on the EDSAC
computer at University (one of the
first stored-program computers in
the world), thus creating the first
graphical computer game OXO.
William Higinbotham
created the first
video game called:
Tennis for Two.
Ralph Baer created
"Chase," the first video
game that was capable of
being played on a
television.
Before Nolan Bushnell and
Ted Dabney went off to start
some games company called
Atari, Computer Space was
their first commercial
collaboration.
Atari released
Pong, the first
commercial
video game on
November 29,
1972.
The first home video
game console that used
programmable ROM
cartridges and featured
a microprocessor (CPU)
was the Fairchild
Channel F, which was
released in 1976
Atari became the first
company to register a
Copyright for two
computer games:
"Asteroids" and "Lunar
Lander" on June 17,
1980.
Gunpei Yokoi (Japanese:
横井 軍平, Hepburn: Yokoi
Gunpei, September 10,
1941 – October 4, 1997),
sometimes transliterated
Gumpei Yokoi, was a
Japanese video game
designer.
COMPUTER ANIMATION
 C O M P U T E R A N I M AT I O N
Computer animation is the art of movie creations using
two or three-dimensional graphics. Disney films intended
for young viewers employs a great modern application like
the 3D animations.

• Up (2009) • The Incredibles (2004)

• Toy Story (1995) • Ratatouille (2007)
• Finding Nemo (2003) • Tangled (2010)
• Wall.E (2008) • Brave (2012)
• Cars (2006) • A Bug’s life (1999)
• Monsters, Inc. (2001) • Wreck-It-Ralph (2012)
INTERNET
Internet is a global network
adapting a standardized protocols
for the purpose of communication
and information gathering. The
art of communicating with people
is embedded in this medium.
Internet connects people globally
thru social media such as
Facebook, Twitter, Instagram etc.
OUTPUT:

Consider the following question: How

do digital media arts affect your
academic performance? Cite specific
examples to support your answer.

Answer in five to ten sentences.

SOURCE:
Autida, M. A. B and Aller, E. B. (2018). Arts and Humanities in the
21st Century Education Art Appreciation. Cavite: San Sebastian
Recoletos de Cavite (Recoletos Educational Apostolate in the
Philippines).

Credits to:
Leandro Mauricio and Christian Suelto