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Hologram and contemporar culture
Hologram: A Cultural Hitor UY NOW
Y AN F. JOHNTON (HTTP://LOG.OUP.COM/AUTHOR/ANFJOHNTON/)
H
(HTTP://G 978019871
DCMR 13TH 2015
ologram are an ironic technolog. The encompa a uite of technique capale of atonihingl realitic imager (in the right circumtance), ut the’re aociated with contrating viion: on the one hand, amitiou technological dream and, on the other, mundane and carcel noticed hologram product. And toda, proal more people have imagined or talked aout hologram than have
examined them firthand. Hologram occup an unuual noman’ land in contemporar culture. Over nearl event ear in development, their engineering achievement, commercial application and anticipated future have fitted together uncomfortal. The reult i a technolog that inpire divergent ue and untale forecat. Conceived after the econd World War, the firt threedimenional hologram – amazingl lifelike image looming ehind gla plate – were pulicl revealed in the earl 1960. ncouraged thi technological progre, commercial firm and new media anticipated further improvement. Forecater confidentl predicted that hologram would ecome even more convincingl realitic: projected into pace, viile from all direction and
potentiall incorporating other enor cue (for example touch, or ‘haptic’ qualitie, which have een a continuing line of reearch for holographer). Hologram had een expenive and difficult to produce, ut developer invented wa of emoing hologram onto platic and metal, which dramaticall expanded the application and market during the 1980. Depite their impreive viual propertie, hologram remained challenging to light effectivel. In uncontrolled environment, even the mot ophiticated hologram could appear wahed out, dim or fuzz. Metal foil hologram, trialled for magazine advertiement and conumer item, could look ditorted or ditracting. Manufacturer adapted making holographic image le threedimenional, and utituting intricate computergenerated pattern intead of imager of real oject. The new hologram were much etter for their application – right and relial identifiale ticker for children’ ook, eecatching fahion uch a giftwrapping foil, and ‘authentication’ lael for identit document and valuale merchandie – ut owed little to the viual qualitie of earlier hologram. From the 1990, thee ledemanding holographic product found wider application, uch a holographic ‘glitter’ adorning garment and cometic.
Pepper’ Ghot tage illuion Marion, F. L’Optique (1867), Fig. 73. Ued with permiion. Thi trend toward impler nonimaging ue for hologram took the commercial product in a different direction than forecater had predicted. Promie of holographic media had inpired cience fiction writer to imagine a hologramrich future. Thee prediction were mot compelling when depicted viuall in cience fiction movie and televiion. tar War imagined Prince Leia a a floating projection of light, and ucceive erie of tar Trek repreented a ‘holodeck’, then ‘holouite’, and finall a holographic doctor materialized computergenerated imager. Video game from the 1990 recat hologram et again: in Command and Conquer: Red Alert 2 ‘mirage tank’ generate hologram to maquerade a tree; in Cri 2, a ‘holographic deco’ can attract gunfire, while in Duke Nukem 3D a hologram i ale to engage in attle. uch imagined technologie have ecome more familiar than realworld hologram to modern gamer. Needle to a, none of thee capailitie i et plauile, feaile or competitive with other technologie. Popular expectation aout hologram have extended from futuritic fiction to preentda undertanding. Audience have roadened the notion of hologram to an optical effect that appear to e threedimenional or floating. ntertainment and electronic organization carr ignificant reponiilit here. For example, a Victorian tage illuion known a ‘Pepper’ Ghot’ ha een the ai of theme park attraction uch a Dineland’ ‘Haunted Houe’ ride, the Hatuni Miku ‘virtual tar’ in Japan and the Tupac ‘hologram’ performance at the Coachella 2012 fetival. ut thee triking illuion have een dometicated, too. CNN new coverage of the 2008 American election touted it remote reporter viualized ‘via hologram’ and interacting with her counterpart in the main new tudio a camera panned around them. A technologit oon complained, thi mirepreented conventional luecreen video technolog to gullile viewer. And for ounger audience, it i difficult to find new hardware for 3D talet dipla or augmented realit that ha not een laelled ‘holographic’ the manufacturer, reviewer or eager cutomer. Thu optimim and credulit, in equal meaure, have dogged popular notion aout hologram in the earl twentfirt centur. ngineering achievement, conumer realit and popular anticipation aout hologram jotle. Unurpriingl, the growing diparit etween pulic expectation and achievale goal i a matter of ome dima to practiing holographer and firm. Toda, hologram are in our pocket (on credit card and driving licene) and in our mind (a gaming fantaie and ‘faux hologram’ performer). ut the recurring quetion for producer and enthuiat i: wh aren’t hologram more often in front of our ee? For the time eing, it eem, the anticipated wonder of hologram have outpaced our ailit to deliver them. Featured image credit: £20 Hologram van ench. CCY2.0 via Flickr (http://www.flickr.com/photo/autinevan/1741532398).
ean Johnton (http://www.gla.ac.uk/chool/interdiciplinar/taff/eanjohnton/) i Profeor of cience, Technolog and ociet at the Univerit of Glagow in the UK, and hi career pan work a oth a phicit and hitorian of cience and technolog. Hi ook include three pulihed OUP: Hologram: A Cultural Hitor (http://ukcatalogue.oup.com/product/9780198712763.do) (2015), The
Neutron’ Children: Nuclear ngineer and the haping of Identit (http://ukcatalogue.oup.com/product/9780199692118.do) (2012) and Holographic Viion: A Hitor of New cience (http://ukcatalogue.oup.com/product/9780198571223.do)(2006). He live in outhern cotland, where he reearche and teache the hitorical, ocial and philoophical dimenion of cience and technolog.
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Hologram and the Writing a technolog technological ulime (http://log.oup.com/2014/04/writing (http://log.oup.com/2015/12/hologram atechnolog/) opticaltechnologie APRIL 11TH 2014 ulime/) DCMR 6TH 2015
MAY 19TH 2016
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