Manovich made a good point mentioning the new media lingo, transcode. He defines it as “translating something into another format”. In this digital age, the evolution of softwares far exceed the speed of the physical devices and design is starting to become an issue. A perfect example are Mobile Phones. I recently saw a documentary about industrial design and it mentioned phones where each used to have a unique shape back in the beginning and when one purchased a new phone, it would be for the aesthetics. Today, phones are as good as the software they come with. Take a look at the picture below for a good example.

So, how does this relate to the title, Transcoding? For the software to be updated, there usually are various codes rewritten and sometimes formats are changed as well. The adaptability is important for communication; especially between different operating softwares. For example, a AAC audio format might work perfectly on an iphone, but for better compatibility, it would be converted to mp3 to be played on an Android phone.