Media Theory: Normalization and Variantology

Abstract

The author suggests to look at media research from a historical perspective and compare the projects of the “golden period”, that is, the 1990s – early 2000s, with the works of recent years. After preliminary contextual explanations, choosing for a more detailed presentation projects of S. Zielinski and J. Parikka, the author shows how the tasks of media studies and their methodology change during the transition from large-scale panoramas claiming to build a new history from the perspectives of media to often fragmented and situational analyses of components of chosen media (for example, the translation of color dispersion into the chemical language of a photograph of a distant star). This was the way by which archaeology, attentive to geological time, turned into archival work being done for “commercial use or machine learning”. This is how the radical approaches to media research characteristic of the first media theorists are leveled, because scientists publishing their works since the second half of the 2010s contribute to the normalization of media theory by bringing it to the long-discussed topics of other disciplines, such as cognitive functions or theories of signs. At the same time, media theory of recent years is being largely politicized, adopting governmental instructions and reducing the “variantology” and multiplicity of media that were developed earlier.