The paper "Analysis of New Media Texts: Need for Speed Most Wanted" is a perfect example of a case study on media. Lister, Martin et al (2003) refer to new media as consisting of several parts: new textual experiences or genres, new ways of representing the world, new relationships between consumers or users and media technologies, new experiences of the embodiment between embodiment, identity, and community, new conceptions of the biological body’ s relationship to technological media and new patterns of organization and production. From this definition, new media texts can be considered as texts produced by new technologies more specifically computer digitization.
New media, unlike old media, is produced, distributed or exhibited by modern, or the latest technologies such as computers (Manovich, 2002). Examples of new media texts include multimedia such as digital photographs, digital videos (YouTube), websites, computer and video games, interactive computer installations, virtual worlds or human-computer interfaces. New media texts originate from already existing media texts and are a product of mediating or emerging technologies (Manovich, 2002). For instance, digital videos or electronic books are technologically enhanced upgrades or transformations of old media texts such as film and traditional print sources such as books. One of the primary distinctions between new media texts and old media texts is how consumers or interact with them and vice versa.
Old media texts such as newspapers, photographs, and reel cinemas are a representation of the world through the sign systems they use and as a result, the consumer or a person who comes into contact with them is regarded as a “ reader” (Matheson, 2005 & Manovich, 2002). However, people who interact with new media texts can be regarded within the context of postmodernism as “ users” where the new media texts do not merely represent or signify the world but introduce the user to or enable them to inhabit a transformed world.
It has been argued that new media texts are neo-liberal, allowing the user to make choices, intervene and alter their interaction according to their desires (Manovich, 2002). On the contrary, however, new media texts constrain the user within their possibility boundaries. Thus while a user may choose what segment of a website to visit or which advertisements to block, the horizon of their access is effectively limited to what the website has to offer. This essay analyses one specific genre of a new media text- the computer or video game Need for Speed Most Wanted (NFSMW) published and released by Electronic Arts (EA).
The essay will analyze the game as a new media text in terms of its relation to the user. First, the essay will describe the game and the world that the game transports the user into or the postmodernist world the user inhabits when they play the game.
Cartwright, M. & Lisa, C. (2001). Practices of Looking: an Introduction to Visual Culture. Oxford: Oxford University Press,.
Electronic Arts, (2005), Need for Speed Most Wanted.
Landow, P., (1992). Hypertext: the Convergence of Contemporary Critical Theory and Technology. University of Michigan: John Hopkins University Press.
Lister, Martin et al. (2003). New Media: A Critical Introduction. London: Routledge.
Manovich, L., (2002). The Language of New Media. California: MIT Press.
Matheson, D., (2005). Media Discourses: Analysing Media Texts, Issues in Cultural and Media Studies, Canterbury: Mc Graw Hill International.