samarth

M E D I A A N D A R C H I T E C T U R E :

DELEUZE MEDIA AND HAPTIC ILLUSION WITH MULTIPLICITY OF SPACE-TIME IN HYPERSPACE

The media are playing an ever greater role in our personal and social lives, and have dramatically transformed our society in such a way that we are exposed to many unexplored facets of life. Technology and particularly digital technology has pushed media in unbounded zone where neither media nor technology is independent of each other. Media projects objects to be predominantly consumed by sign, image and brand values for a particular operation of emotional or material concern, than any architectural occurrence or cultural justification. The proliferation of signs and information in the media leads to a collapse of meaning and destruction of distinctions between media and reality. Here we need new theories to illuminate multi-faceted and significant roles of the media in contemporary capitalist societies.

Central focus of the study is to look at the various factors (both technological and theoretical) that explain relationships between (Gilles Deleuze’s) media theory - that influence perception towards mediatized postmodern society – and (Baudrillard’s) simulation of the ‘real’ - that shapes the hyperreal environment in real space-time in architecture. The study is aimed to explore possible relationships between digital media’s psychological and technological interference in day to day praxis that affect architecture in order to transform it from ‘form’ to ‘Image’. On the other hand, media are transformed from (Saussuare’s) ‘sign’ to (Deleuze’s) ‘Image’ and vice versa. Study explores various ways of looking at changing behaviour patterns of society invaded by media images. In architectural discourse, it looks at the in-between zone that occurs between the realms of media and materiality. Aim is to explore hyperspace with the logic of media-image (as explained by Gilles Deleuze) and the haptic illusion (as explained by Baudrillard as simulation) by taking into account the simulations (images) of today that have been converted into a simulacrum (signs).

Relevance of ‘media-studies’ is seen in the discussions on cultural conditions and consumption of Signs in day to day life. We can see that objects have predominantly been consumed by sign, image and brand values for a particular operation of emotional or material concern, than any architectural occurrence or cultural justification. Times Square in New York is the disastrous victim of this ‘effect’. The diesel advertisement states that the product is not consumed by its appropriateness or by its utility values, but by the image associations and life-style attributes. Here we talk about Change, as being acquired, proliferates in various manifestive forms in society in terms of consumption patterns.

Space-time notions have its implications in different thought processes in architecture. Hence chapter two inquires its relevance in cyberspace, virtual space and influence of haptic feedback on both these points. Hypersurface theory projected by Stephen Perrella is discussed to understand Hyperspace. The hyperspace has been analysed in terms of ‘Cool World’ advert by Mazda car. The idea of concept-kitchen that gives us indication as what is next that is going to be changed due to media’s proliferation into architectural space transforming literally changing ‘space’. Sign and image are explored in terms of simulacra and simulation on the basis of Jean Baudrillard’s theory and thoroughly in cinematic media through movie The Matrix. The simulations of today that have been converted into simulacra explored and indicate clearly the change of image (simulation) into sign (simulacrum). Chapter three explores this relationship.

At the beginning of the 21st century what we need to question is what explains the transformation of architectural ‘Form’ into an ‘Image’, when media are taking over the social command of the growing present. Hence, the issues raised indirectly by complex relationships between sign-image-form can be related to the new electronic battlefield that shares a very complex relationship to be incorporated into a singular architectural example. The study is the first step into the proposed direction and hence it is capable of generating discussion and it starts a thought process into the future direction rather than stating conclusions based on the past happenings.

______________________________________________________________S a m a r t h M a r a d i a

Research Abstract at ETH Zurich on FACADE: SKIN AND THE FACE ( PDF Format 602 kb) : Samarth Maradia

___________________________________________________________S a m a r t h M a r a d i a

School of Architecture- Centre for Environmental Planning & Technology (CEPT) - Ahmedabad, INDIA

____________________________________________________________________updated on 29.03.2003