In 1970 Jack Burnham organized the Software exhibition visitors were invited to operate computers: something extremely strange. It helped introduce artist to an important dimension of computing that could be utilized. The exhibition displayed a catalog by Ted Nelson called Layrinth, which Nelson named as the first publicly-accessible hypertext. Another participant was Nicholas Negroponte, who contributed Seek, an environment that housed gerbils and light metal blocks that responded and could be rearranged by the gerbils movements. Burnham commented that, "the goal of Software is to focus our sensibilities on the fastest growing area in this culture: information processing systems and their devices."
Also in 1970, the New Left Reader published Hans Magnus Enzensberger's, Constituents of a Theory of the Media. Enzensberger takes aim at the media business--the consciousness industry and proposes distributed production of media as well as a new fundamental organization of media in this commonly cited essay.
Two years later Jean Baudrillard wrote an essay titled, Requiem for the Media, in which the ideas of Enzensberger and McLuhan are challenged.
Raymond Williams's Television: Technbology and Cultural Form provided a critical approach to television and the important concept of flow--the fluid combination of program segments, commercials and other materials that complete the experience of watching television.
Computer Lib/Dream Machine(1974), is considered by some to be the most important book in the history of new media. Written by Ted Nelson, the Janus-like codex joins two books back to back; in the middle, the texts of the two bound-togther books meet. Not only did the book predict that personal computers were on their way, but it challenged the popular notion of what computers were for.
