| Introduction | p. 1 |
| Brave New Media World | p. 1 |
| McLuhan and the Environmental Thesis | p. 2 |
| The Anti-Determinist View | p. 3 |
| On-line Social Networks | p. 4 |
| The Need for New Theory | p. 5 |
| The Aim of this Book | p. 6 |
| References | p. 7 |
| Media, Mediation and Interactive Media | p. 9 |
| The Root of Media? | p. 9 |
| Two Different Ways to Think about Media | p. 10 |
| Artistic and Creative Media | p. 11 |
| Communications Media | p. 13 |
| The Rise of Interactive Media | p. 14 |
| Remediation | p. 16 |
| Immediacy | p. 17 |
| Hypermedia | p. 18 |
| The Essential Characteristics of Interactive Media | p. 19 |
| The Technological Convergence of Multiple Media Forms | p. 20 |
| The Digitization, Abstraction and Simulation of Old Media | p. 22 |
| The Interactive Authoring and Interpretation of Meaning | p. 23 |
| Summary | p. 25 |
| References | p. 26 |
| Approaching Interaction | p. 27 |
| Interactive Media Today | p. 27 |
| Human Computer Interaction | p. 28 |
| The Conventional View of Perception and Cognition | p. 29 |
| Mental Modeling | p. 30 |
| The Human Processor Model | p. 31 |
| Execution and Evaluation | p. 32 |
| The Changing Face of HCI | p. 32 |
| Phenomenology and HCI | p. 33 |
| Being-In-The-World | p. 34 |
| Ready-To-Hand Vs Present-At-Hand | p. 35 |
| Computers and Cognition | p. 36 |
| Embodiment | p. 37 |
| Semiotics and HCI | p. 39 |
| Computer Semiotics | p. 39 |
| Semiotic Engineering Research Group (Serg) | p. 41 |
| Current Semiotic Approaches in HCI | p. 42 |
| Summary | p. 43 |
| References | p. 45 |
| Affordance: A Case of Confusion | p. 49 |
| The Many Faces of Affordance | p. 49 |
| Gibson's Original Concept of Affordance | p. 49 |
| Norman's Concept of Affordance | p. 51 |
| Affordance in Technology Design | p. 52 |
| Clarification Or Further Confusion? | p. 54 |
| Affordance in Information Systems | p. 56 |
| Re-Evaluating Gibson's Original Concept of Affordance | p. 58 |
| Saving Gibson from 'The Argument from Illusion' | p. 59 |
| Distinguishing between Direct and Mediated Perception | p. 61 |
| Providing an Adequate Theory of Knowledge as Skill Acquisition | p. 62 |
| Summary | p. 64 |
| References | p. 65 |
| Semiotic Theory | p. 67 |
| Signs and Signification | p. 67 |
| Peircean Semiotics | p. 68 |
| Context and Cultural Codes | p. 70 |
| The Structure of Texts | p. 73 |
| Layers of Meaning | p. 74 |
| Communication | p. 76 |
| Semiotics and Interactive Media | p. 77 |
| Summary | p. 80 |
| References | p. 81 |
| Semiotics and Screen Based Interaction | p. 83 |
| The Semiotic Screen | p. 83 |
| Screen-based Media | p. 83 |
| Graphics, Symbols, and Pictograms | p. 86 |
| Visual Grammar | p. 89 |
| Moving Images | p. 92 |
| Case Study: Remediating Creativity | p. 95 |
| Painting as Interaction | p. 95 |
| Interaction as Painting | p. 97 |
| Zones of Interaction | p. 99 |
| Sense Making During Interaction | p. 101 |
| Discussion | p. 102 |
| Summary | p. 104 |
| References | p. 105 |
| Semiotics and Interactive Environments | p. 107 |
| Products and Spaces | p. 107 |
| Product Semiotics | p. 109 |
| Architectural Semiotics | p. 111 |
| Wayfinding | p. 114 |
| Wayfinding, Architecture, and Interactive Media | p. 116 |
| Case Study: The BENOGO Project | p. 117 |
| Recreating a Botanic Garden | p. 117 |
| Discussion | p. 122 |
| In Relation to Presence | p. 123 |
| Immediacy and Zones of Interaction | p. 124 |
| Summary | p. 125 |
| References | p. 126 |
| Being-with-Media | p. 129 |
| Preparing the Ground for Developing a Theory | p. 129 |
| The Problem of Reality | p. 130 |
| Clearing the Conceptual Ground | p. 133 |
| Bringing It All Together | p. 134 |
| Thrownness and the Mediating Environment | p. 135 |
| Authenticity and Mediation | p. 136 |
| Being, Affordance and Mediation | p. 138 |
| Summary | p. 140 |
| References | p. 141 |
| Embodied Semiotics | p. 143 |
| Non-representational Interaction in a Thoughtless World | p. 143 |
| The Problem of the Semiotic Threshold | p. 145 |
| Semiosic Primitives and Embodied Schemas | p. 146 |
| Semiotics and Embodied Cognition | p. 147 |
| A Motor Theory of Language | p. 149 |
| Semiosis, Embodied Cognition, and Conceptual Blending | p. 150 |
| Blending as Semiosis | p. 152 |
| The Spectrum of Embodied Semiotics | p. 153 |
| Towards Understanding Interactive Media | p. 157 |
| References | p. 159 |
| Understanding Interactive Media | p. 161 |
| Interactive Media Design | p. 161 |
| Emotional Text | p. 161 |
| Do Not Disturb | p. 165 |
| Kensho | p. 170 |
| Tactophonics | p. 172 |
| Concluding Thoughts | p. 177 |
| Signing Off | p. 177 |
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