Wednesday, July 29th 2009

Creative Insight: Johannes Gutenberg

Johannes Gutenberg 1398-1468 was a German goldsmith and printer who is credited with being the first European to use movable type printing in around 1439 and being one of the major influences for mass production of printed material in the age. His major work, the Gutenberg Bible is highly valued as a quantum leap improvement upon woodblock printing, and revolutionized European book-making. Gutenberg’s printing technology was used throughout Europe and was a key factor in advancing the European Renaissance

Other advancement in printing technology that Guttenberg utilized was the use of oil-based ink, and the use of a wooden printing press similar to the screw olive and wine presses of the period. The key to his success was to combine these technologies into a system that was the forerunner of true mass production.

Between 1450 and 1455, Gutenberg printed several texts, but details are not known; his texts did not bear the printer’s name or date, so attribution is possible only through external references. Certainly several church documents including a papal letter and two indulgences were printed.

Indulgences were awarded by the Catholic Church as a remission of sin, earned either by prayer or, especially in the later Middle Ages, through a donation of money. A letter of indulgence took the form of ready-made receipts leaving an empty space for the name of the purchaser, who was meant to take it to a father confessor as proof of having obtained the right to the forgiveness of sins. It seems possible that Gutenberg printed indulgences as early as 1452, at the request of Nicolaus Cusanus, the prominent German cardinal – a very early connection between printing and the bureaucratic needs of the Church. But none of the indulgences which may have been printed in 1452 has survived.

For a printer, indulgences mean cash, paid for by the Church. For the Church it meant that an otherwise manpower heavy and time consuming task could be produced at a fraction of the cost and time – for which they could make money on as well. It is not known how many indulgences were printed but by the end of the century, one indulgence was said to have been printed in as many as 142,950 copies.

This money in turn fed back into the technology and rapid expansion of the printing industry and ironically had the effect of slowly removing the monopoly that the clergy had on literacy. Standardization of important books and documents such as The Bible, Laws and educational material brought great advances for all walks of life. Mass production of Latin and Non-Latin texts meant that literacy rates rose in the middle classes. Scholars and scientists could share more readily their ideas and works, and all this in the early stages of the Renaissance.

By contrast, only thirty years earlier the Pre-Reformation Cambridge University Library owned 122 books, each of which had been valued to the same as a farm or a vineyard such were the costs involved in producing works.

The creative genius of Gutenberg was to select and adapt already existing technologies and bring them together into a simple system – a uniform system, something that could only be achieved to a certain degree with hand written manuscripts and works done by scribes. Taking his own knowledge of metalwork and casting, combining it with the already perfected screw-press system for wine making and experimenting with newer materials for printing on – he found a golden formula for success.

But in his quest for a system that would make him money – in what is arguably his greatest work – The Gutenberg Bible (shown below), he showed that the balance between the practical and decorative elements of the book could be balanced. The main body of text, the bulk of the Bible and the place where most mistakes could happen and were the most costly when making copies of the book could be printed, proof read and amended before comparatively huge amounts of exactly the same page could be reproduced, again and again. The intricate illumination and decoration of the page afterwards was still out of the reach of printing technology and usually had to be completed by skilled members of the clergy and artists of the day.

A simple combination of skills and technologies that advanced society, education, understanding, diplomacy . . . everything. I can think of no greater artist, creative, inventor, call him what you will – who has had such a huge effect. Hats off to you Mr Gutenberg, you did good . . .

The BBC commissioned a show recently in which Stephen Fry investigates the story of the Gutenberg Press.

Stephen’s investigation combines historical detective work and a hands-on challenge. He travels to France and Germany on the trail of Johannes Gutenberg, the inventor of the printing press and early media entrepreneur. Along the way he discovers the lengths Gutenberg went to keep his project secret, explores the role of avaricious investors and unscrupulous competitors, and discovers why printing mattered so much in medieval Europe.

But to really understand the man and his machine, Stephen gets his hands dirty – assembling a team of craftsmen and helping them build a working replica of Gutenberg’s original press. He learns how to make paper the 15th-century way and works as an apprentice in a metal foundry in preparation for the experiment to put the replica press through its paces.

Watch and enjoy:

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Posted by Andy Forrest on Wednesday 29th of July 2009 at 11:59am

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Monday, July 13th 2009

Creative Insight: The changing style of MTV

MTV was launched in the USA, 1st August 1981. The first music video it played was The Buggles song Video Killed the Radio Star but was this to be the case? In my creative insight I want to look at the changing style of MTV. I grew up with the channel in the UK, which as it became more popular with the masses it grew into a worldwide brand – MTV UK now has 16 channels! I even wrote a chapter of my dissertation about the role the MTV plays for music videos.

When MTV first launched they their ident was the big black and white M with TV stuck on the right hand side, it was simple – it stood for Music Television – MTV.

The first of promos for MTV are bright, colourful and fast paced. The “I want my MTV” campaign from 1982 used a variety of musicians including David Bowie, Cyndi Lauper and The Police to promote the year old channel. The fast growth of the music channel was highlighted in the Dire Straights song ‘Money for Nothing’ with the “I want my MTV” slogan being used.

The latest promos have stepped away from using musicians to promote the channel and uses fun animations instead.

The simpleness of the black and white MTV logo ensured that the it could be used in a variety of different colours and ways, but it was still recognizable to the audience. Today the original MTV logo is still used and featured in the idents for the whole family of MTV channels.

MTV has tried to cater to different audience needs by creating genre specific channels such as MTV2, MTV hits and MTV base which do show more music videos than the MTV1 channel.

The creation of MTV led to a huge change in popular culture with films, TV programmes and future music videos incorporating the MTV style. This new style also paved the way for new directors such as Spike Jonze and Hype Williams.

Originally set up to be a 24 hour music video channel, the content now on the main MTV1 channel in the UK is mainly reality TV shows with a few music videos in between. Shows like The Hills and Jackass had global success since being shown on MTV.

There have been many criticisms of MTV over the past 25 years, some saying they brainwashed the MTV generation but personally I think that people can accept what they want from MTV and its various channels. MTV do not show the most intellectual programmes, if the audience wanted that they would be watching another channel, but it is easy watching, and something that doesn’t require a great deal of concentration. …

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Posted by Sally Brooks on Monday 13th of July 2009 at 3:29pm

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Tuesday, June 2nd 2009

Creative Insight: The graphic novel

The graphic novel has long been used to tackle difficult and controversial subject matter. You can see this most clearly in Hollywood’s growing list of films interpreted from graphic novels. People may shy away from reading them, but they go in droves to the cinema to watch them.

To a large extent Hollywood has used the subject matter to reflect public feeling. In the ‘80s there was hope, so we had Superman, now there is war, recession, climate chaos, so we have the likes of Batman, Sin City and, most recently, Watchmen. Most of these were written over twenty years ago, but it is only now that they have become relevant to a wider audience.

The examples below show how contrasting graphic illustration can be. These are some of my favourite books that have become films. It’s amazing how close the films have stayed to the original images.

Starting with Watchmen this bleak outlook on the world is an anti-superhero story:

This blog post shows how the film was adapted from the book.
http://www.geekanerdblog.com/2008/07/watchmen-movie-trailer-dissected.html

As a complete contrast the graphic novel form has been used to tell difficult stories. Marjane Satrapi tells us the story of her childhood in Iran in Persepolis. The simple illustration heightens the tension in the story.

This is Ghost World by Daniel Clowes. It tells the story of two girls leaving school and their contrasting reactions to the ‘real world’.

Comic book cover:

Film poster:
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Posted by Tasha Harrison on Tuesday 2nd of June 2009 at 12:09pm

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