TRADITIONAL DISCIPLINES                                                   < back    continue >

traditionally, media production was always in the hands of creative, skilled designers and artists - but the speed and convenience of technology has brought challenges to its cost effectiveness and flexibility, as a creative communication process

decision-making processes that had evolved over time brought disciplines and application to a project which now no longer apply

they have been replaced with instant, button-pushing technology that leaves little time for careful assessment or creative analysis.

by default, the operator of this technology has become the prime initiator of ideas, without any necessary design or communication skills; it has now become almost ‘instant, real-time creation - by eliminating what obviously doesn't work' ‘

on one side of the problem is the complex criteria of how mixed media works together; and on the other is the customer - attracted by the convenience and accessibility of the software - with their communication needs