The strategies that I found most interesting in Krauss’ essay was reflection, reflexivity and the Vertical roll. Within mirror-reflection, I intend to use the object in my video as a reflection of me and my occasional experiences. The reflexivity is also interesting because it separates the object in my video with its surrounding, so much so that the onlooker is inflicted with an emotion or perception when fusing the two. Lastly, I found the Vertical roll concept of moving through time so seemingly quickly while fully capturing the essence of the visual to also be fascinating. However, this last concept, wouldn’t necessarily fit with the purpose of my portrait video because it’s a manipulation of the actual video.
Krauss talks about the idea of video being a means of narcissism, in which she specifically breaks down different works of video art as an emphasis on this idea. She talks about how any video conceptually is a reflection of oneself and within that itself there is room for one to realize that they themselves are the subject that is in virtuality reflected as an objected. In my opinion, this essay seemingly conveys that on shooting a video, one instills into the process a projection of oneself, sometimes unintentionally. The end result is then perceived to be an art piece because it’s a “metaphor” or a “reflection” of it’s creator.
On the other hand, McLuhan talks about media in two specific ways (hot and cold). He says that media has a way of perceiving it, either hot or cold, the radar is based on the medium’s onlookers. In other words, what makes a medium hot or cold is based on it’s effects on an individual or a group. Therefore there are factors that could potentially skew it, some of these factors include; variations of culture, advancement in technology, the lifespan of the actual medium and so on.
Today, a real life example of a cold and hot media would be social media, because it involves interaction in one sense and in other it just portrays information that’s relevant to its viewer. Social media can warm up depending on the amount of interaction that lessens up and it can begin to cool down when interactions are fully underway.