In this article “Hybrid forms” written by Lev Manovich he talks about how in particular during the second part of the 1990’s moving image culture has been put through a major transformation. By the end of the decade it became more of an exception and hybrid media became the norm. What we mean by the term hybrid media is where two forms of media mix together to form a new interface.
Lev Manovich uses a music video as an example to explain this term of hybrid media :
Go by Common –
This music video is the result of the hybridization process because it uses “live action shots” along side computer graphics and special effects. If you were to compare this music video to say :
Lady Gaga- Telephone
You can see that these two music videos have many differences and you could agree with Lev Manovich’s point referring to the influence of the new hybrid visual language. The early part of the 1990’s music videos were just live action shots, wereas now they are made up of hybrids whether it be animation,typography, computer graphics.
“The result of the hybridization process is not simply a mechanical sum of the previously existing parts but a new species, a new kind of visual aesthetics that did not exist previously” Therefore what Lev Manovich is pointing out is that because of the developments of hybrids media products are changing and developing into new interfaces.