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"When I was learning how to write in grade school, I noticed that all my teachers wrote with near-identical handwriting on the chalkboard...I realized that we were being taught to write in a specific font." The statement here is from series by contemporary artist Jesse England. This is not net.art, but an interesting variant on "remediation," or a perverse post-digital gesture pointing to non-obvious connections between new and old modes of communication design. England, Jesse. "Learn to write in Different Fonts: Jesse England" Accessed February 14, 2014. http://jesseengland.net/index.php?/project/learn-to-write-in-different-fonts/

I started my media archeological dig in hopes of finding out when the icons of social media sites (tumblr, facebook, etc) started appearing on websites of official news sites. I chose Salon.com somewhat arbitrarily. Surprisingly, I discovered that salon.com was not always the property of today's news and entertainment magazine. As it turned out, the URL originally belonged to "Salon dot Com a Cyber Community," a hub of salon and beauty professionals, and was established as such in 1997. The oldness of this site is prominently paraded in the design --- brightly and variously colored text against a black background, words underlined to denote hyperlinks, lines of text centered to (presumably) maintain order-- while avoiding the headache of working with framesets and tables in web design of this era. No images. There is a broken link up top, a 'counter', based on surrounding information. The use of the term "cyber" to characterize this community is another bit of faded jargon linking the site to the 1990s. During that decade, the 'cyber' prefix was affixed to many people, places and things to signal 'new media' status. Some versions of this site also link to an "E-Zine," another trope of remediation, aimed at association with 'e-mail', most likely. It seems that some point in early 1999, salon.com shifted to the Salon Media Group, and the early versions of the web magazine that persists to this day appeared (tables and css in effect!)

Like the old websites accessed through the Wayback machine, this is another great archival resource for research. Primary source documents offer direct reflection of the language and design from a specific point in time, without the inherent filtering of such content through secondary sources. Specifically, like Radical Software, Whole Earth Catalog was a critical tool within the networked countercultures of the 1960s / 70s. Here, you can skim through digitized collection of Whole Earth Catalogs, subsequent "CoEvolution Quarterly" , "Whole Earth Software Catalog" and other pursuits. Identify recurrent patterns along with curious or lesser known topics of these cybernetically inclined thinkers. The site itself is a remediation of the magazine as "evaluation and access device," using popular categories of the original for navigation. "Whole Earth Catalog: Access to Tools and Ideas" Accessed February 2, 2014. http://www.wholeearth.com

Apple.com, 1996-2014

The design layout of the page is cosmetically very different from contemporary design practices. The use of color and typography isn't precise or functional in the way that it would speak to the brand's ideology of today's Apple. The landing page is more of a "news" page with hyperlinks to stories of Apple's news. The site is no doubt limited by the web's capabilities but is also a very straight forward, engineered approach; an extension of the culture of Apple at the time; a company of engineers, inventors, and tinkerers, rather than artists and designers. Much more emphasis was placed on the function of the website, rather than the form. By comparison the news section still exists on the landing page, only it has been relegated to a 6pt size link on the bottom right of the landing page. Apple now features products on the landing page, rather than news about events. Although, I do know the keynote speeches are featured on the landing page once a year. From 1996, up until the 1998, the layout was a menu of links on the left side of the page, a cluttered and unfocused aesthetic. In 1998 the iMac is first introduced along with an entirely clean aesthetic throughout the website. Only the necessary information is readily available; shifting the viewer's focus to the product, rather than the company itself. In the year 2000, the top-centered navigation bar is introduced, an design decision still used today on the Apple website. The aesthetic itself is relying heavily on skeuomorphism, with harsh drop shadows and faux buttons abound. Unfortunately, most of the links do not work, limiting me to a view of the landing page throughout time. Interestingly, most of the design layouts remain similar to the established aesthetic in the early 2000's, up until 2013 when Apple began to move away from skeuomorphic design and into a flattened out, more streamlined appearance.

Thanks for these observations on the development and dramatic shifts in the late 90s arrival of the 'clean' or seamless Apple look. Tucking away the old culture of the company, as you say--- the long-haired homebrew computer hacking gets a haircut! Thanks also for comments on the 'skeuomorphic' --- a tie in with processes of remediation.