Motion graphics is a fast developing area in which the experimental
and commercial and communicative practices of designers, like earlier
parts of the web, are developed slightly ahead of detailed analysis. In
accounting for the emergence of new kinds of web texts – experimental
ones that push the boundaries of media and design practice and knowledge
– researchers tend to fall back on earlier disciplinary training and
expertise. Online mediations are therefore often seen in relation to design
traditions, domains, different media types, and their legacies in studies
that accentuate a mix of textual components in reconfigurations and
remediation (Bolter and Grusin 1999). Such a componential approach,
which sees media as hybrid deviants of ‘pure forms’ (see Carroll 1985) can
only partly explain the dynamic, kinetic character and process-driven
communication design of many experimental web texts. This includes
ones that incorporate motion graphics as part of ‘movement in the interface’
(Skjulstad and Morrison 2005).
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